Earlier this year we discussed the importance of eSports research and measurement as the next area of development to watch in 2016. As the eSports industry continues to grow at a historic rate and companies begin to explore sponsorship opportunities, the need for quantitative and qualitative analytics and measurement are more important than ever.
Investments in this new platform must be held to similar ROI standards as traditional sports. Brand sponsorship of eSports should and will be evaluated on its ability to engage the target consumer, achieve brand/company marketing and sales objectives, and address business and marketing challenges and opportunities.