Leaders: "eSports struggling to measure the effectiveness of sponsor investments" (S. DiGiovanni)

"When buying media space, agencies and brands want to check all the boxes: television, radio, signage, digital media, etc. It is a matter of spreading and reducing risks, to protect their investment. The current problem with eSports is that we are still struggling to measure the effectiveness of sponsorship and advertising investments," said Sundance DiGiovanni, co-founder and vice-president of Major League Gaming (MLG, a live-streaming platform of eSports competitions, and a subsidiary of Activision Blizzard), on 04/10/2017.

Sundance DiGiovanni spoke at the 2017 Leaders Sport Business Summit in London (ENG), in a debate titled "Understanding the hype around eSports", alongside Noah Whinston, CEO of the eSports franchise Immortals (North American League of Legends Championship Series), and Daniel Fiden, president of the North American eSports franchise Cloud 9.

"In addition, sponsors do not really know what they are buying with eSports brands, which are still unknown to the general public. This is not Manchester United or the New York Yankees, known and recognized brands. But with…