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Why Did Activision Blizzard Partner with Nielsen?

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Nielsen to measure and value eSports brand investments

On April 16, Activision Blizzard (ATVI) announced that it partnered with Nielsen (NLSN). Nielsen is expected to measure and value eSports brand investments across the ATVI’s various leagues and gaming titles. According to the deal agreement, Nielsen will calculate and measure brand exposure in eSports events across several of ATVI’s gaming titles, event formats, and geographic locations.

Nielsen is expected to use the same methodology that it uses to quantify value and benchmark performance in the traditional sports space. Activision Blizzard’s CEO for eSports, Pete Vlastelica, stated, “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. 

Vlastelica continued, “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.”

Nielsen is expected to track events such as the Overwatch League, Overwatch World Cup, Overwatch Contenders, and Call of Duty: World League with plans to expand into other events in the future.

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eSports estimated to reach ~$1.7 billion in 2021

As shown in the chart above, the global eSports market is estimated to reach ~$1.7 billion by 2021, up from $906.0 million in 2018. In the previous part of this series, we saw how Activision Blizzard is looking to gain traction in the eSports market with the Overwatch League and Call of Duty: World League events.

ATVI’s peer Electronic Arts (EA) has also launched an eSports gaming league.

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