MVPindex, the standard for end-to-end audience measurement and sponsorship valuation in sports and entertainment, and Twitch, the leading service and community for multiplayer entertainment, announced the deployment of MVPindex’s proprietary platform to value branded content – including comprehensive engagement data – across its global network. This partnership will make it easier for brands and agencies to enter the esports industry and value sponsorships with established leagues, tournaments, gamers and teams – such as aXiomatic’s Team Liquid and Evil Geniuses – for whom Twitch oversees sponsorship sales. As part of the offering, MVPindex will provide Twitch and key partners with access to enhanced MVPindex reporting and dashboards that deliver comprehensive media valuation, stream performance data, and KPI reporting in near real-time.
MVPindex first entered the esports market in November 2017 and tracks more than 3,000 esports athletes and nearly 400 esports teams across all of the major social networks and most popular multi-player games. With the addition of dedicated Twitch metrics within the platform late last year, MVPindex can now measure streams and video-on-demand (VOD) files, as well as value hours watched, concurrent views, and lifetime follower and viewer growth within specific streams.
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More importantly, MVPindex will leverage its proprietary Engagement Value Assessment (EVA) and new Attributed Valuation Assessment (AVA) methodology, which leverages AI and speech processing technology, to measure and value engagement generated for brands activating in esports. This includes not only text mentions in posts but also logos featured in-stream and VOD, as well as audio mentions, by esports athletes and content publishers.
“Historically, it’s been really tough for brands and agencies to value esports sponsorships because the majority of value is on digital and social, rather than traditional media and on-site activations,” said Stan Woodward, CEO of MVPindex. “That’s why we wanted to bring our proven expertise to the esports industry and offer properties and brands a trusted currency for valuing their sponsorships. The partnership with Twitch is a game-changer for us and for the industry.”
“It’s crucial for Twitch and its partners to have reliable and meaningful audience measurement standards by which to value and monetize reach, engagement and impact,” said Colan Neese, Senior Manager of Audience Insights at Twitch. “The scope of MVPindex’s data collection and engagement measurements across the esports ecosystem, including video and audio, is impressive. That and their ability to deliver critical engagement data in days instead of months will help us and our partners cultivate rewarding relationships between commercial brands and our community.”
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