The Esports League (ESL) has entered into a sponsorship deal with Razer for the ESL Premiership, a regional competition for the United Kingdom and Ireland that resumes in Autumn 2020. The ESL Premiership aims at up-and-coming players and teams that compete in Dota 2 and Counter-Strike: Global Offensive (CS: GO).
Razer will showcase its newest esports headset, the BlackShark V2, and a range of Razer Blade gaming laptops. In addition, Razer will sponsor the weekly “PREMVP” award voted on by viewers, as well as branded broadcast segments such as “Razer Reacts.”
The peripheral brand is no stranger to esports and even launched its gamer-focused energy drink, Respawn, in 2019.
Using Data to Execute Esports Partnerships
ESL and Razer did not reveal any details as to how this partnership came about. In fact, Razer’s press release statement spoke only on the products that would be prominently featured.
However, we do know that major brands do their homework before making a partnership of this kind, which boils down to data. In this case, the key metrics to look for in a tournament sponsor include unique viewers and average minutes audience (AMA).
Unique viewers measures how many different people tuned in at any point of the live stream and how long they watched. This metric is especially useful for measuring how engaged audiences are with a particular tournament. For example, if many people tuned in to the first half but left shortly afterward, Razer can determine that the best time to advertise would be at the beginning of a stream.
AMA is the most common viewership metric used for esports. It counts how many people on average were watching at any specific point during the program. Brands use AMA to determine the value of a streaming tournament like ESL Premiership because the metric is technically the same as the average audience, which is used for measuring linear TV. Marketing leaders within the organization can easily compare ROI between linear TV and other streaming platforms when making investment decisions.
Measuring the Success of a Partnership
When activating a brand sponsorship of this kind, Razer will turn to data once again to measure its success. Two metrics the company could use to gauge ROI include peak concurrent users and the event’s core audience.
“Peak concurrent users” refers to the highest number of people tuning in simultaneously during a broadcast. This metric is ideally suited for measuring the popularity of a tournament. If you pour a lot of ad revenue into hyping up an event, for example, you can see those results directly by way of peak concurrent users.
“Core Audience” digs even deeper into the tournament’s peak concurrent users. This metric determines the number of unique viewers who watched more than 50% of all tournament matches.
Razer can take the core audience metric and compare it directly to when its brand appeared on-screen. For example, core audience members may have watched 75% of the ESL Premiership, which is excellent—but if those same viewers tuned out during “Razer Reacts,” the brand will know that they need to reexamine their approach.
NGame Esports partners with a leading esports analytics firm, Esports Charts, to provide a great number of metrics and data to help sponsors and brands make key business decisions. Book a consultation today and see how we can help you succeed.
Written by HB Duran | photo credit: ESL Gaming