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Riot Games teams up with Nielsen to measure brand exposure for esports sponsors

"We have the opportunity to help monetise Riot Games' platform and validate this growing market"

Riot Games will partner with Nielsen to more accurately value the exposure its sponsors and advertisers receive with League of Legends esports events.

Nielsen will measure key metrics around brand exposure in the North America League of Legends Championship Series and the League of Legends European Championship in 2019 and 2020. It will do the same for a select group of regional leagues in Asia.

"As esports continues to gain momentum with brand marketers and advertisers, the need for independent, third-party verification of audiences and brand exposure is critical," said Nielsen Esports managing director Nicole Pike in a statement.

"With this agreement, we have the opportunity to help monetise Riot Games' platform and validate this growing market."

This relationship will strengthen Riot's case with potential new sponsors, which are interested in reaching the League of Legends audience. Nielsen's research indicates that almost 60% of esports viewers in the US on Twitch don't watch television on a weekly basis.

"Trust and transparency are vital components of building and maintaining relationships with brand partners," said Doug Watson, head of Esports Insights at Riot Games.

"As major companies invest in our tournaments, we want to help them see the value of their exposure and identify how best to engage with our passionate fan base."

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Matthew Handrahan avatar
Matthew Handrahan: Matthew Handrahan joined GamesIndustry in 2011, bringing long-form feature-writing experience to the team as well as a deep understanding of the video game development business. He previously spent more than five years at award-winning magazine gamesTM.
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