esports: positive return on investments for engaged brands (Nielsen x Fnatic report)

"For brands investing in leading esports properties that actively participate and engage in top tier gaming titles, we are seeing positive returns (x4 ROI versus a rule of thumb of x3 for traditional esports). What is more, this return on investment is improving, driven by maturing ecosystems, growing audiences, improving product, which ultimately deepens the engagement and fan immersion," announced the research and consultancy company Nielsen Sports, in its report "The ROI of Esports" published on 27/01/2022. This study was conducted in collaboration with the esports organisation Fnatic.

"Esports can be an attractive proposition for brands: an audience base growing at between 10-20% per year (depending on the country); a Gen Z demographic younger than many other traditional sports; and a highly engaged fan group that consumes hours of content. Esports can offer greater freedom and new opportunities to create awareness and brand equity among fans. Esports properties are delivering significant return on media value through brand and logo placements during streaming broadcasts,…