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Volume 26 No. 60
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MVPindex To Use Media Valuation Tools Across Twitch

MVPindex has struck a deal with Twitch to deploy its media valuation tools across the game streaming platform, with the goal of giving more comprehensive and immediate feedback on the value of clients’ esports sponsorships. As part of the deal, the Dallas-based social analytics company will give Twitch and key clients software that delivers valuation and stream performance data in nearly real time. Also, MVPindex will use speech processing technology and artificial intelligence to measure engagement on the Twitch streams, instead of just impressions. “The cooperation with Twitch, and the ability to look deeply into all aspects of what’s happening in a stream and around the stream is driven chiefly by machine. That’s different from what (clients) are accustomed to, when there might be a little more manual effort used to create a valuation or research,” MVPindex CEO Stan Woodward said. The deal expands on MVPindex’s addition of Twitch metrics to its platform last year. Woodward said the ability to track fans’ passion for their favorite streamers and games, in addition to raw impressions generated, will better measure the unique value esports offers. “There has always been engagement in these channels, and we give a lot more credit to that in the math,” Woodward said. “That’s what brands are interested in, and we want to give full credit where credit’s due.” Twitch Senior Manager of Audience Insights Colan Neese said the arrangement will help his company better serve organizations for which it sells sponsorships, such as Team Liquid. “We know everything that’s going on Twitch, as owner-operator as our own platform, it’s relatively easy to do,” he said. “Our challenge, holistically, is that Team Liquid is a brand that exists outside our ecosystem, and our challenge is to show value wherever Team Liquid happens to be.”

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