Nielsen Esports Partnership a Game Changer?

Sweden-based holding company Modern Times Group MTG AB (MTG) has announced a partnership with Nielsen, providing sponsorship valuation and media measurement for its esports portfolio companies ESL Gaming GmbH and DreamHack.

The partners say the deal will advance research standards in esports and give potential investors in the sector greater confidence. The agreement covers collaboration in four areas: identification and tracking of brand partnership assets and audience impact for the two companies; measurement and tracking of media value for brand and media partners; quant consumer insights and analytics for esports audiences; and provision of standardized metrics and benchmarking options for esports viewing measurement.

ESL and DreamHack will be able to report monetary valuations to partners and clients based on Nielsen's Quality Index (QI) Media methodology, for comparison with other esports and with traditional sports. Nielsen is also to provide in-depth measurement for the recently announced ESL Pro Tour, which connects more than twenty Counter-Strike: Global Offensive tournaments and leagues from the two subsidiaries.

Jørgen Madsen Lindemann, President and CEO of MTG comments: 'Standardized reliable data measured by an independent company like Nielsen is something that has been widely requested from brand partners, advertisers and broadcasters as we have worked to increase monetization of media and sponsorship rights in esports'. Nielsen Esports MD Nicole Pike adds: 'We are pleased that MTG, ESL and DreamHack have placed their trust in Nielsen and is helping us lead efforts in supporting industry-wide standards for reporting viewership and media value'.

MTG, a strategic operational and investment holding company focused on esports and gaming entertainment, is listed on Nasdaq Stockholm and online at www.mtg.com .