League of Legends Championship Series Spring Finals at Chaifetz Arena on April 13, 2019 in St. Louis, Missouri.
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Riot Games gets Nielsen to measure League of Legends esports competitions

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

Riot Games has tapped Nielsen to measure League of Legends esports competition so sponsors know the impact of their advertising dollars. The deal is important to helping esports generate the same kind of big advertising revenues as traditional sports. This is a path for esports to live up to the hype for generating revenue.

Nielsen will handle comprehensive sponsorship valuation measurement across the Riot’s multiple esports leagues and competitions around the world. The move will help Riot Games demonstrate the monetary value of exposure provided to brands currently activating or considering association with its League of Legends events. The research also will support brands in achieving the greatest return on investment through Riot Games.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.