Data Usage Key To Understanding, Capitalizing On Esports World
While traditional sports business leaders are constantly looking for new ways to capture or obtain data to inform decisions, esports has the opposite problem: Too much data. That was the topic of one panel discussion at the Lagardere Sports Esports Rising conference. In an all-digital world, there is almost nothing that can’t be captured numerically and crunched when it comes to watching and playing video games, which turns experts’ attention toward what is the best use of data. Mobalytics co-Founder Amine Issa said, “Every second, in some cases, 60 times a second you get data inputs. … We have the luxury of having everything, which is also a dangerous luxury, when you have too much and you don’t have a focus.” Mobalytics, a gaming improvement tool, uses eye tracking, for instance. "It’s like a gateway to a players’ brain," Issa said. "You combine that with voice communications and actions, and you get a very complete picture of player performance."
INTO THE MAINSTREAM: The Overwatch League sees data as the key to making the game more accessible to people who don’t play it, according to Blizzard Entertainment Senior Dir of Global Broadcast Pete Emminger. He said, “You don’t just show a touchdown pass over and over again, you have to put these things in context, how much longer is a 34-yard touchdown pass than a usual pass?” The data can unlock new sponsorship sales, too. Louis Viutton’s recent Riot Games deal found the League of Legends fans who like the finer things. Fans who clicked through or liked the brand’s Instagram content around LoL worlds are “six times” more likely to enjoy luxury goods in general, said Zoomph President & co-Founder Amir Zonozi. “So being able to look at that across other audiences, and find ways to find other partners is really critical,” Zonozi said.