04/25/19: Nielsen revealed its 2019 Esports Playbook for brands

CynopsisESPORTS
It’s Thursday April 25, 2019 and this is your weekly early morning Esports briefing. For additional longer-form esports news plus jobs, a team directory, glossary, calendar and data, check out our new esports hub updated daily: http://cynopsisesports.com.

 
Nielsen opened the Nielsen Esports Playbook for Brands, a guide for brands exploring sponsorship or advertising, reporting a 13% growth in the share of non-gaming related (restaurants, automobiles, financial services, insurance, etc.) brand sponsorship involvement year-over-year. “Some of the most common esports questions we get asked at Nielsen relate to brand involvement – how to get involved, where opportunities exist, how much to pay for a sponsorship deal, and ultimately how to measure the return on esports investment,” said Nicole Pike, Managing Director, Nielsen Esports. “Based on input from our trusted Nielsen Esports Advisory Board members, we focused our latest Playbook specifically on educating brands about the esports space, putting together a snapshot of the ecosystem and an informed view on how brands are successfully interacting with various rights holders and fans.” A free copy the Nielsen Esports Playbook for Brands is available for download at nielsen.com.
 
Among the key data points included in the report:
  • 61% of sponsorship value driven by gaming related brand categories (computers, gaming chairs, peripherals, etc.) in 2018
  • 39% share of voice by non-gaming related sponsors in esports in 2018
  • 60% of esports fans globally engage with gaming personalities on a weekly basis
  • 90% of U.S. esports fans on Twitch can name at least one non-gaming related sponsor in esports.
  • 70% of U.S. esports fans on Twitch spend more time interacting with esports versus traditional sports
  • 664+ million total hours viewed of the top 10 streamers on Twitch from March 2018 – February 2019, according to SuperData Arena.
“The opportunities for brands to engage with young audiences through traditional channels are shrinking while digital entertainment choices for consumers are growing faster and at a larger scale that at any point in our history,” said Mike Sepso, co-founder of Major League Gaming and Chairman, Electronic Sports Group. “Esports is a convergence of the authenticity and fandom of traditional sports with the global reach and engagement of gaming. Major blue chip brands are now transitioning traditional budgets to esports and proactively helping to shape the future, brands that are not jumping in now are relegated to reacting and missing out on opportunities.”
 
 
COMPETITION AND VENUES

 
Riot Games locked in its schedule for League of Legends’ first key international event of the year in the 2019 Mid-Season Invitational. Play begins on May 1 with four days of competition, beginning with Group A – 1907 Fenerbahçe Esports, Bombers, Isurus Gaming, and Phong Vũ Buffalo. MSI’s Group Stage launched May 10 with a battle between SK Telecom T1 and G2 Esports.
 
This weekend will see Overwatch League hit the road for the regular season the first time, heading to Dallas starting Saturday where the Dallas Fuel will host the first of three Homestand Weekends the league will offer this season. Eight teams will participate in the April 27–28 event at the sold-out 4,500-seat Allen Event Center in Dallas. “This is the vision; this is the fulfillment of the promise of Overwatch League,” said Frank LaSpina, the global broadcast director for Overwatch, on the OWL site. “It will be in your city and you’ll get to see your team where they are. That’s really important to us, and we see such strong allegiance to these teams already. [The Dallas Homestand Weekend] will be an atmosphere we haven’t ever seen before; even the Grand Finals was in a neutral venue. It’s a true home match. It’s a pull-out-all-the-stops, burn-blue weekend. It’s going to be a really entertaining broadcast and really special experience for the fans at the venue.”
 
Madden’s largest competitive gaming series to date will wrap up with the Madden NFL 19 Bowl starting today with 16 finalists competing for a chance at the $200,000 prize pool. The culminating event marks competitive Madden’s growth as the fourth consecutive EA Major to achieve year-over-year viewership growth, according to the league.
 
Reports have The International locked and loaded for its 2019 event. According to Vici Gaming, this year’s event – out of Shanghai – will see group stages run Aug. 16-18 with the Main Event spanning Aug. 20-25 for the concluding tournament of the Dota Pro Circuit.
 
Super League Gaming and Red Bull unveiled plans for the second annual Red Bull Super League All Stars League of Legends Tournament taking place on Saturday at the Red Bull Esports Studio in Santa Monica. Competing for the All Stars title this year will be the 2018 champions Seattle Siege, as well as the Chicago Force, the Miami Menace, and the Atlanta Bashers. “Our partnership with Red Bull makes it possible to give Super League’s most talented LoL players a true, pro-like experience that just isn’t otherwise available, even for top amateur players,” said Matt Edelman, Chief Commercial Officer of Super League Gaming. “At Super League, we are as passionate about providing players with unique opportunities to enjoy their esport of choice as they are about competing.” The tournament will be streamed and shoutcasted on Red Bull Esports Twitch Channel starting at 9a PST, live from Red Bull’s Esports Studio in Santa Monica, California.

Fighting game staple CEO Dreamland announced plans for 2020, revealing a run from March 13-15 at the Wyndham Orlando Resort next year. CEO 2019 will run at the Hilton Daytona Beach Oceanfront Resort in Florida from June 28-30.
 
Epic Games announced the launch of Fortnite World Cup – Creative, a new offering featuring five events and five different Creative trials built by community Creators. Fifteen participants will be selected to face off in the ultimate Creative competition at the Fortnite World Cup Finals for a chance to win a piece of a $3,000,000 Creative prize pool. The road to the Fortnite World Cup Creative Finals includes five showcase events running from April 29 – June 7.
 
ELEAGUE and Electronic Arts launch the ELEAGUE FIFA 19 Cup on May 4-5, inside ELEAGUE Arena at Turner Studios in Atlanta. Live tournament coverage will begin at 10a each day, led by host Kevin Egan, JP Pillat on play-by-play and analyst Aaron West as they make their debuts at ELEAGUE Arena.  Analysts Mike LaBelle, Chu Morah, Dan Gaskin and play-by-play announcer Scott Cole will all return from the ELEAGUE FUT Champions Cup February.

National esports federations from 12 countries have agreed to establish an independent esports federation covering Europe. The European Esports Federation, according to TEO, will initially include the UK, Belgium, Germany, Austria, Hungary, France, Russia, Slovenia, Serbia, Sweden, Turkey, and Ukraine.
 
 
TRENDS


With the popularity of games like PUBG and Fortnite, came the massive demand for a new genre of esports in Battle Royale games. For the past 3 years, Stream Hatchet has been measuring viewership trends related to esports. Our tournaments dashboard has collected data from just under 500 tourname
nts. This week’s trend analysis focuses on 44 of the top Battle Royale tournaments:
  • Prize Pools and Viewership: Although Fortnite has invested the highest in tournament prizing, the average prize pool per Hour Watched is 3.3X greater than the average value of competitors.
  • Massive Popularity of Fortnite Esports: Not only has Fortnite generated over 2X as many hours watched as all of its competitors, but the Fortnite average ccv is 105.8K viewers higher than the genre average.
  • Apex Legends Opportunity: Apex Legends, a game that launched in February 2019, has already generated 6M esports hours watched, and and avg ccv of 142.9k, placing it only 81.9K viewers behind Fortnite.
For more information on how Stream Hatchet collects and analyzes esports data, visit us online at: Blog.Streamhatchet.com.
 
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ACTIVATION

 
Epic Games and Marvel are again teaming up to promote the new Avengers:Endgame movie with Fortnite x Avengers, which launches today. Early promotion featured Fortnite characters using weapons and accessories that the Avengers heroes also use, implying that those items will be used within the game, similarly to the Infinity Gauntlet used last time.
 
The NBA 2K League announced a multiyear partnership with Stance to serve as the league’s official sock provider. The sock and underwear brand will supply the NBA 2K League’s 21 squads with team-branded designs, and in-game avatars will also be outfitted in Stance socks. This marks Stance’s first esports outfitting partnership.
 
Misfits Gaming cemented plans for launch the Alienware Community Showdown, in partnership with Alienware and Playwire. Running from April 27 to June 9 2019, League of Legends players can participate with a shot to take home a share of over 2.5 million Riot Points, state-of-the-art Alienware Gaming setups, trips to E3 and more. The grand prize for the winning contributor will see the player with the highest amount of points from all communities will be awarded a year-long contract with Misfits Gaming. Meanwhile, actor Ludacris will be promoting the Showdown as well as participating.
 
Streamer Nick “NICKMERCS” Kolcheff partnered with the NFL to appear at the NFL Draft this weekend, per TEO. Kolcheff will stream Fortnite with NFL players Marcus Mariota and DeAndre Hopkins at the event.
 
GumGum Sports announced a new product designed to upgrade in-stream sponsorship for esports brands. Over the last several months Team SoloMid and other organizations have deployed GumGum Sports SMP under an exclusive beta testing partnership. The platform, which makes it possible to add, edit and remove sponsorship overlays in player streams, has given partners the ability to customize campaign durations, schedule dayparting parameters for when to serve particular sponsorships, and alter creative executions to suit individual sponsor’s needs.
 
 
PLATFORMS

Goldenboy signed on to host a new series, titled LVL UP, in partnership with Try Hard Channel and Subnation. The digital series, with Alex “Goldenboy” Mendez hosting, production begins May 20 with a premiere slated for E3 via the IMGN TryHard Channel on Instagram and TheSubnation.com.
 
Twitch hit a landmark 2.7 billion hours of content viewed in Q1 2019, according to MCVUK, for a rise of 38% year-over-year. StreamElements’ and StreamHatchet’s State of the Stream quarterly report reads that YouTube Live’s viewership doubledfrom Q1 2018 to Q1 2019, while Microsoft’s Mixer platform grew from 22 million to 89 million during the same period.
 
 
TEAMS

Tiidal Gaming Group, a leading Canadian esports platform company and parent company of Lazarus Esports, announced that Hockey Hall of Famer Mike Modano has joined the company as an investor and brand ambassador. “We are thrilled to welcome hockey icon Mike Modano to our group,” said Charlie Watson, CEO, Tiidal Gaming. “Mike has had a long and storied career as one of the NHL’s greatest players and he couldn’t join us at a better time as he moves into his future as a sports executive. Having competed at the highest levels, Mike can not only serve as a mentor to our professionals, but he will be a big part of our push to continue building Lazarus Esports into a global brand.”
 
Hendrick Motorsports officially opened the doors for its esports squad, titled Hendrick Motorsports Gaming Club. Last month saw the racing brand draft two players who will compete in the first eNASCAR Heat Pro League season. Now, 12-time NASCAR Cup Series champions will look for the same from team’s official gaming club that will chase the inaugural NHPL title. “Video games are the go-kart tracks of today,” said Patrick Perkins, vice president of marketing for Hendrick Motorsports. “Online racing is exposing people to NASCAR, and the opportunity will only continue to grow. With the incredible advances in simulation, auto racing translates better than any other sport. The games are becoming more and more realistic.”
 
Team Liquid’s parent company, Axiomatic Gaming, locked in another round of investments, according to Unikrn, that brings in $21.5 million in funding, according to SEC filing documents. The new investors, who were not named, join a lineup of high-profile named that include Michael Jordan, Tampa Bay Lightning owner Jeff Vinik, Washington Capitals owner Ted Leonsis, and Golden State Warriors co-owner Peter Guber.
 
 
INDUSTRY

 
Blizzard Entertainment is unlocking a new feature for Overwatch titled Workshop. The tool within the game’s browser opens the doors for players to create their own game modes and prototype heroes, serving as an adapted version of a scripting system that the Overwatch developers use to create the game with players able to make text and rule scripts and add custom play conditions for game modes such as changing heroes’ movement or abilities. “This will speak to, most immediately, people with some experience with other scripting engines or people with programming backgrounds,” Kaplan said.
 
A new Superdata report states that consumers spent $8.7 billion digitally across console, PC and mobile in March, down 3% from the prior year. Premium PC led the declines with a 23% drop, while Mobile, which made up 56% of total revenue, also fell by 2%. Console revenue was the only source of growth in March, up 10% on the back of a strong premium release slate as well as continued traction for Fortnite and Apex Legends.
 
Geoff Keighley is teaming up with Gamescom to present “Gamescom: Opening Night Live”. The event debuts on Aug. 19 and will be livestreamed from Cologne, Germany, as it kicks off 2019’s Gamescom. Gamescom: Opening Night Live will be produced in English and air live in front of more than 1,000 fans featuring announcements from major game publishers and independent developers, world premieres of new game footage and special guest appearances from the stars of the gaming industry”.“Gaming is a shared passion around the world, and every time I attend Gamescom I am energized by the passion and excitement from the community in Cologne,” said Keighley. “The team and I are thrilled to be in Europe this summer to produce this show and share Gamescom with the global video game audience.”
 
Esports retail and merchandise company, We Are Nations, is partnering with global sports lifestyle brand, ’47, in a move that will include headwear and other sports merchandise to be developed and sold in the esports space. “Esports is a fascinating space that we’re just scratching the surface in,” said ’47 co-owner Steven D’Angelo. “It’s exciting to see the passion and allegiance these fans have for gaming and we are thrilled to be able to provide our premium product to the mix by partnering with We Are Nations.”
 
 
ROSTER MOVES

ECHO FOX founder and co-owner Rick Fox joined the Advisory Board for the Esports Business Summit, which will take place from Sept. 10-12 this year in Las Vegas. Get more info on the event at EsportsBizSumit.com.
 
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ON THIS DAY in 2000: Airport Tycoon is released.
 
Trivia: Which host (current or former) of The Talk made a cameo in the game Watch Dogs? (Email chris-sports@cynopsis.com with your answer and be sure to include your name, company and city.)
 
Answer to Our Last Sports Trivia Question: In Overwatch, the Ecopoint: Antarctica map features a spooky, massive block of unearthed ice that echoes which Kurt Russell horror film that also takes place on the continent? Answer: The Thing. Kudos: Chris Davies-Virgin/London; Jason Valluzzi-Active International/NY; Luke Watson-Essential TV/NY; Matt Sautter-WideOrbit/Harrisburg; Rick Dascher-Turner Studios/Atlanta; Andy Pittman-TAMU/College Station; Victoria Horsley-NACE/Kansas City; David Westberg-SAG-AFTRA Federal Credit Union/Burbank; Tom Moore-Kalt Productions/LA; David Vincent Gagne-Jacket Industries, LLC/Santa Monica

For more news and coverage, check out: http://cynopsisesports.com (updated daily).

Later — Chris

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