Modern Times Group (MTG) has announced it has entered into an esports measurement agreement with Nielsen, which will cover both ESL and DreamHack.

Nielsen and MTG will work together to furtherresearch standards in esports in an effort to produce greater confidence for brands considering an entrance into the industry.

Jørgen Madsen Lindemann, President and CEO of MTG discussed the need for the agreement in a release: “Standardized reliable data measured by an independent company like Nielsen is something that has been widely requested from brand partners, advertisers and broadcasters as we have worked to increase monetization of media and sponsorship rights in esports.”

Nielsen will provide in-depth measurement around the recently announced ESL Pro Tour. The Counter-Strike: Global Offensive (CS:GO) tournament circuit connects more than 20 tournaments and leagues from both ESL and DreamHack.

The agreement also enables ESL and DreamHack to regularly report monetary valuations to brand partners and advertisers based on Nielsen’s Quality Index (QI) Media methodology.

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

Game developers Riot Games and Activision Blizzard are among other esports companies that have announced agreements with Nielsen in the past.


iGaming expert - with over 10 years of experience in the retail market in Italy and knowledge of global online gaming. In the past he has worked with the largest national gambling companies and he managed some land-based shops on their behalf. Entrepreneur, investor and enthusiast of difficult challenges, in 2015 he founded The Betting Coach Group, an international news and social marketing agency geared towards sports, esports and gambling companies. He is currently the C.E.O of The Betting Coach and is a consultant for Mr. Dragone collaborates with providers (game developers) and event organizers with the aim of helping them develop networks and business across continents. Passionate about journalism, he is the creator and promoter of iGaming Cafè, the first talk show in Italy, dedicated to companies and delegates from the gaming world.

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