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ESL and DreamHack Announce Comprehensive Esports Measurement Agreement with Nielsen

3 minute read | September 2019

Collaboration to further advance research standards in esports and provide greater confidence in esports sponsorships

(Cologne) – September 26, 2019 – ESL, the world’s largest esports company, and DreamHack, the premier gaming lifestyle festival, today jointly announced a comprehensive agreement with Nielsen, the media industry’s single source of truth for esports sponsorship valuation and media measurement. The agreement will further advance research standards in esports and provide greater confidence to brands and properties that are considering making investments in esports events.  

ESL, DreamHack and Nielsen have worked closely over the past several years to establish the foundation  for delivering consistent and standardized esports measurement to media and advertisers alike. This new collaboration will focus efforts significantly across four key areas:

  • Brand Impact: Holistic assessment of ESL and DreamHack brand partnerships, identifying and tracking brand partnership assets and impacts on audiences
  • Media & Sponsor Valuation: Measurement and tracking of media value for brand and media partners
  • Consumer Analytics: Esports audience research programs delivering quantitative consumer insights and analytics
  • Utilizing standardized metrics for esports viewership measurement and benchmarking

The agreement also enables ESL and DreamHack to regularly report monetary valuations to brand partners and advertisers based on Nielsen’s industry-leading Quality Index (QI) Media methodology, allowing for credible benchmarking against other esports, as well as traditional sports. Continuing their work as members of the Nielsen Esports Advisory Board, ESL and DreamHack will also support the establishment of standard audience metrics for all digital and linear esports broadcasts.

“It is very important for the esports industry to use standardized reliable data measured by an independent company like Nielsen in conversations with brand partners and broadcasters,” said Thomas Schmidt, CCO at ESL. “Our work with Nielsen reaffirms our commitment to shape the esports industry and build stronger relationships with media and advertising partners by driving the standardization of key performance indicators across the industry with an independent and reliable partner. Establishing KPI’s like average minute audience (AMA) and others will push the industry forward and make it more accessible for media partners worldwide.”

“Sponsors and advertisers can understand and confidently transact upon the global brand exposure metrics we are providing to ESL,” said Nicole Pike, Managing Director, Nielsen Esports. ”We are pleased that ESL has placed its trust in Nielsen and is helping us lead efforts in supporting industry-wide standards for reporting viewership and media value.”

As part of the agreement, Nielsen will provide in-depth measurement around the recently announced ESL Pro Tour; a circuit that connects more than 20 Counter-Strike: Global Offensive tournaments and leagues from ESL and DreamHack.

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries.

An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit

ABOUT ESL ESL is the world’s largest esports company. Founded in 2000, ESL has been shaping the industry across the most popular video games with numerous online and offline competitions. It operates high profile, branded international leagues and tournaments such as ESL One, Intel® Extreme Masters, ESL Pro League and other top tier stadium-size events, as well as ESL National Championships, grassroots amateur cups and matchmaking systems, defining the path from zero to hero as short as possible. With offices all over the world, ESL is leading esports forward on a global scale. ESL is a part of MTG, the leading international digital entertainment group.



Gina Katzmark


Christopher Flato