Sponsorship valuation tool launched for esports streaming on Twitch, Youtube

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Nielsen Holding-owned SuperData Research, a digital games market intelligence provider, has announced the launch of SuperData ARENA, an ‘industry-changing’ media measurement tool to provide games publishers, brands and sponsors with audience metrics and insights across gaming video content and esports platforms and services.

The news comes just a month after Nielsen, a global information, data and measurement company headquartered in New York, announced the acquisition of SuperData Research to enhance the offering of its gaming and esports division.

SuperData Arena will offer comprehensive coverage of the global gaming video content and esports markets. Covering major platforms like Twitch and YouTube viewership, Arena allows on-demand tracking of the top games, channels, and influencers across platforms, with metrics like hours watched, hours streamed, peak concurrent viewers, and more.

The platform enables strategy and decisions around benchmarking, sponsorship, marketing, and other aspects of this market, which reaches over 650 million people every year.

 The new tool is geared towards helping brands and publishers make better-informed sponsorship decisions by enabling them to compare game titles with gaming’s most popular streamers, while also tracking the performance of major esports events.

In addition, SuperData’s proprietary influencer value index will allow clients to track a video game’s content retention, engagement, magnitude and overall value to determine the best sponsorship ROI. The tool will also enable brands to gauge the value of a gamer’s streaming audiences through visualised data that will include demographic information and purchase intent.

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SuperData co-founder Joost van Dreunen, “Watching games online has quickly become one of the most popular forms of interactive entertainment with many games video titles and esports events now generating audiences that rival traditional media content.”

“The new SuperData Arena dashboard offers brands and publishers the ability to have a combined view of gaming video streaming data metrics with game sales data. It provides a holistic view of how players and fans are consuming and engaging with streaming content across the world’s most popular channels and platforms.”

SuperData Research is a leading provider of market intelligence on digital games, gaming video content and virtual/augmented reality across mobile, PC online, console and other digital platforms. The company analyzes the spending of over 160 million paying digital gamers, worldwide.

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