Riot Games teams up with Nielsen to improve eSports data delivery
Nielsen Ratings will use its live+ tool to help Riot Games enhance viewership
For an industry that is still rather new, there are opportunities for eSports to gather data from different sources and analyze it so leagues can be improved. For Riot Games, this has been of upmost importance and, last year in June, they entered into an agreement with Nielsen for this experienced eSports company to receive data from the firm, with the goal to understand what was the return of investment coming out of sponsoring League of Legends (LCS) broadcasts. Nielsen must have shared significant information because Riot will require Nielsen’s services again to implement a new viewership system for the LCS.
Apparently, from the first analysis and statistics presented by Nielsen, it was concluded that LCS is the third most popular professional league in the eSports industry for people ages 18-34 in the US. This new teamwork will focus on the development of a new broadcast metric for eSports labeled as “live+” specifically for LCS. There is one metric that has been used for a while, which will still be considered in this new software, the average minute audience (AMA), described as an “industry standard.” Besides this metric, the live+ feature will also take into account the demand for replaying videos, which also influences the overall figures for total audiences.
According to Matthew Archambault, Head of Esports Partnerships and Business Development for North America at Riot Games, “Nielsen is spearheading great innovation in the esports space and LCS is honored to be a partner in this unprecedented effort. Reliable, accurate viewership data and analytics are critical to anyone in media, and Nielsen’s methodologies, demonstrated through traditional broadcast media, are the gold standard.” He then added, “We’re excited to be able to bring these insights to our LCS partners and the larger community, further defining the engagement of our fans and that of the esports community.”