A Close Look at Sports and Esports Fandom

April 18, 2018

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Categories:analytics, Insights, sports

“There’s a generation of sports fans growing with esports as their primary sport of choice…They’re not dipping in and watching basketball, hockey or football. This is a generation that really focused in on this as their sport.” — Whalen Rozelle, Director of Esports at Riot Games [source: USA Today] The convergence of digital and traditional sports continues. … Continue reading “A Close Look at Sports and Esports Fandom”

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”

League of Legends 2017 Worlds Audience Insights

November 8, 2017

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Categories:Insights

We’ve been quietly at work for the past 6 months. Our goal: Engineer a software platform that uncovers hidden insights about esports audiences. Our perspective: Viewership and content consumption measurement are surface-level insights. Likewise, survey-based data treats esports like a homogenous group and misses key details. It is unique groups of people – who play and … Continue reading “League of Legends 2017 Worlds Audience Insights”

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”

Talking Amateur Esports with House League Gaming

January 17, 2017

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Categories:eSports iQ, Interviews, sports

“One man practicing sportsmanship is far better than a hundred teaching it.” — Knute Rockne Competition can bring out the best – and worst – in humans. Accordingly, sport has evolved to channel competition as a positive force for personal development. As the clock ticks in 2017, esports is beginning to do the same. House … Continue reading “Talking Amateur Esports with House League Gaming”

Picturing an Under Armour Esports Play

January 4, 2017

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Categories:outlook

“If you look good, you feel good. If you feel good, you play good.” — Deion Sanders The year 2016 gave birth to a number of partnerships across the esports landscape. However, one, in particular, reflects the growing scale digital sport. Namely, Riot Games’ 6-year, $300 million streaming deal with Major League Baseball Advanced Media … Continue reading “Picturing an Under Armour Esports Play”

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