eSports iQ Commercial Launch is Here!

July 9, 2019

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Categories:analytics, Insights, eSports iQ, Uncategorized

“It is not the function of the artist to be the critic. The winnowing out, the deciding what is good from what is bad, comes later. That is a community process. The community decides what is good and bad art. But the individual should pour this forth.”  Terence McKenna Back to the future First, let’s … Continue reading “eSports iQ Commercial Launch is Here!”

Overwatch League Sponsorship ROI

March 14, 2018

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Categories:analytics, Insights, Marketing, Sponsorship

“The most pivotal moments in people’s lives revolve around emotions. Emotions make stories powerful.”     — Brandon Stanton  Esports is a bona-fide opportunity to connect with the passion of fast-growing, but hard-to-reach audiences. And the prospect of building an emotional connection with digital sport fans is moving more brand marketers into action.    In that light, we previously measured brand engagement among Team SoloMid fans. This time around, let’s analyze how Overwatch League (OWL) fans feel about the brands they engage with.    The goal is a data-driven approach … Continue reading “Overwatch League Sponsorship ROI”

ELeague Audience Insights 101

February 21, 2018

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Categories:Insights

Esports continues to grow as a disruptive force. Case in point: 420M will be watching competitive gaming by 2019 (Newzoo estimate). While game titles like League of Legends and Overwatch dominate headlines with multi-million dollar franchise values and media deals, Counter Strike: Global Offensive (CSGO) quietly remains an esports powerhouse. Exhibit A: Turner Sports’ ELeague … Continue reading “ELeague Audience Insights 101”

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”

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”

Esports in the Age of Brand Relevance

May 25, 2017

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Categories:Marketing

According to Interpublic Group (IPG) agency Golin – when it comes to brands, “talkability” trumps truth. Golin’s 2017 Global Relevance Review also reveals that popularity, not trustworthiness, rules when it comes to relevance. Basically, today’s consumers want brands to be relevant to personal interests and passions. Let’s take a look at how these findings apply … Continue reading “Esports in the Age of Brand Relevance”

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