Activision Blizzard signs up Nielsen to gauge brand value
Activision Blizzard has tied up a partnership with marketing research firm Nielsen to determine the impact eSports market has on branding. Focusing on television ranking, Nielsen has recently launched its eSports division to cater to the competitive gaming industry and provide meaningful insight.
Nielsen will help Blizzard’s own Overwatch League garner a better insight in what brands acquire in terms of value out of the eSports market. The company will also track the Call of Duty World League, and possibly add more titles further down the road.
Meanwhile, Activision Blizzard Esports Leagues CEO Pete Vlastelica had this to say about the partnership: ‘As esports continues to mature and reach its potential as a stand-alone business, we’re determined to lead the way and develop best practices for brands and advertisers. We’re excited to partner with the most experienced and respected measurement service in Nielsen and continue building on our foundation of the best esports leagues in the world.‘
As part of the official press release, Nielsen Esports Managing Director Nicole Pike said that ‘eSports is booming and there’s huge market potential,’ and expressed his satisfaction to be leading the market forward alongside Activision Blizzard.