Nielsen announces new division unit to measure e-sports sponsorships


Another sign that e-sports are turning into a big business: Nielsen is launching a new division focused providing research and consulting to the industry.

The measurement firm already has a unit focused on gaming — in fact, Nicole Pike, Nielsen’s vice president of gaming, said Nielsen Esports was created in response to growing interest from the firm’s gaming clients. One of the biggest opportunities, Pike said, lies in measuring the value of e-sports sponsorships.

“It’s clear that there’s is a gap in the e-sports industry,” she said. “There’s a huge opportunity for there to be some solid metrics.”

To provide those metrics, Nielsen is drawing on its previous work evaluating sports sponsorships. This new team will sit at the intersection of the firm’s gaming and…

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