TSM and Esports Sponsorship ROI

February 6, 2018

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Categories:Insights, Fans, Sponsorship

When it rains, it pours. As noted by The Next Level, 25 non-endemic brand deals in esports have already been announced in 2018. And every new deal seems to open the door for another. Since several partnerships are at the team level, e.g. Dr. Pepper/Team Solomid and Snickers/FlyQuest Sports, let’s take a data-driven approach to … Continue reading “TSM and Esports Sponsorship ROI”

Three Overwatch League Predictions to Watch

January 17, 2018

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Categories:Forecasts

The Overwatch League (OWL) is off and running. Last week’s media day included news of a reported $90M broadcast deal with Twitch. Plus, according to TechCrunch, the opening weekend registered 425,000 peak viewers.  However, with the 2018 season of League of Legends and ELeague’s Boston Major also happening this month, Blizzard’s esports product certainly isn’t the only game in town.  Ultimately, as pundits have noted, investment in the OWL was prioritized over building a strong community.  The reality  The OWL’s challenge is clear: convert buzz into dedicated fandom and viewership. While features … Continue reading “Three Overwatch League Predictions to Watch”

A Look at Female LoL Esports Fans

January 3, 2018

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Categories:analytics, Insights, eSports iQ

Another large non-endemic brand made an esports splash in late 2017. This time it was Airbus sponsoring ‘Out of the Blue’ (OoB) – an all female League of Legends (LoL) roster. An esports investment by Airbus – a multinational brand that generated €67 billion in 2016 – is notable enough. The decision to create a completely new roster, which won’t compete in the LCS, is equally unexpected.  While the ill-fated Team Siren provides a valuable lesson. OoB represents a unique opportunity to communicate with female demographics of the world’s top esport title.   To shed light on … Continue reading “A Look at Female LoL Esports Fans”

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