Esports Measurement Integration for Comscore

Audience measurement firm Comscore has announced a partnership with multiplayer entertainment platform Twitch, adding tagless audience reporting of the latter's livestreaming, including gaming and esports insights, to the former's digital audience solutions.

As esports and gaming continue their rapid rise, the firms say new opportunities are emerging for advertisers and sponsors. The deal will integrate Twitch US and Canadian video metrics such as minutes spent and content minutes per ad minute, to fill out Comscore's coverage of the livestreaming, gaming and esports sector. Advertisers are promised a better understanding of user behaviour, and the ability to engage directly with key audience segments. The partners plan to add more markets along with category- and genre-level reporting.

Carol Hinnant, Comscore's recently promoted Chief Revenue Officer, says of the deal: 'Our new partnership with Twitch is more proof of Comscore's dedication to innovation within audience measurement and across screens. In a time where gaming and esports are gaining momentum, our partnership will ensure the industry can understand consumption and take advantage of trends in this space'.

Web site: www.comscore.com .