Overwatch League Audience Profile

October 17, 2018

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Categories:analytics, Insights, eSports iQ

Esports growth is being fueled by its audience. See: A quarter of the world’s population will be aware of esports by 2021 (Newzoo research). In turn, understanding this growing audience is central to unlocking commercial opportunities. So, in light of continued investment into Blizzard’s Overwatch League (OWL), we used our eSports iQ analytics engine to transform social … Continue reading “Overwatch League Audience Profile”

eSports iQ – Version 2.0

June 20, 2018

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Categories:analytics, Insights, eSports iQ

Last month marked the debut of our esports audience analytics dashboard. And, based on generous user feedback, eSports iQ version 2.0 features some key improvements. Including:  OpTic Gaming team fans are now included in the audiences  European football fan measurement  Purchase insights for all audiences (see below)  Updated influencer numbers  Video explanation of eSports iQ technology   Purchase Insights Several users requested more detail around esports consumer spending. And while purchase data is incredibly important – it’s not straightforward to come by using social media data.     The first … Continue reading “eSports iQ – Version 2.0”

eSports iQ – Open Beta Version 1.0

May 16, 2018

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Categories:analytics, Insights, eSports iQ

“Moving at the speed of social.” One year ago, we set out to shed light on hard-to-reach esports audiences. Why? Because survey and viewership data does not provide actionable insights into the unique dimensions of esports fandom. So, we developed an analytics platform – engineered around social media data. Since, true commercial success in esports is found by … Continue reading “eSports iQ – Open Beta Version 1.0”

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”

Top 10 NBA 2K Audience Insights

December 20, 2017

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Categories:Insights, eSports iQ

The NBA is moving fast to commercialize its esports investment. As last week brought news that virtual jerseys and stadiums will be sponsorship inventory in next May’s inaugural NBA2K18 season. The potential of in-game brand activation combined with a formal league structure is quickly coming into focus.  More importantly, the NBA2K League is an easy-to-understand, virtual version of a trusted sports property. Still, a key question is: How well will current forms of brand messaging translate?    This is especially critical for non-endemic … Continue reading “Top 10 NBA 2K Audience Insights”

eSports iQ #97: Industry 360

March 22, 2017

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Categories:eSports iQ

Below is a comprehensive look at various issues, trends, and developments across the global esports landscape. The objective is a 360-degree view of the rapidly evolving competitive video game industry. Events The newly launched Millennial Esports arena will be home to a $10,000 EA Sports-sanctioned Madden NFL tournament, March 25 – 26. A consistent flow … Continue reading “eSports iQ #97: Industry 360”

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