Business
National CineMedia and Harena Data Level Up With New Esports Advertising Deal
Agreement Also Includes Esports Content Licensing and Distribution CENTENNIAL, Colo. & FRANKLIN, Ind.--(BUSINESS WIRE)-- National CineMedia (NCM), the
About this update from National Cinemedia, Inc.
[{"type":"text","content":"\nAgreement Also Includes Esports Content Licensing and Distribution\n\n CENTENNIAL, Colo. & FRANKLIN, Ind.--(BUSINESS WIRE)--\nNational CineMedia (NCM), the largest cinema advertising network in the U.S., and Harena Data, a leading esports community aggregator, have entered in to an exclusive esports advertising and content monetization agreement to capitalize on the esports industry and cultural phenomenon.\n\nAs part of the new deal, NCM will have the exclusive right to sell advertising across Harena Data’s ad-supported esports content and events in the United States, including in movie theaters, on streaming media, and in place-based locations such as bars, restaurants, and family entertainment venues. NCM will also work with Harena Data to develop content licensing deals and create new spheres of distribution for its esports content and gaming events.\n\nHarena Data produces powerful esports events and content that run across multiple platforms under its GoPixls brand. GoPixls is a combination of content aggregated from partners and content derived from Harena’s GYO.gg video game and esports analytics platform, and is provided in fully edited durations depending on use and need, ranging from full-length to mini segments.\n\n“Joining forces with Harena Data gives us a unique opportunity to develop the esports concept and create compelling consumer experiences both across our NCM theater network and beyond the big screen in other complementary venues and mediums,” said Scott Felenstein, President, Sales, Marketing & Partnerships with National CineMedia (NCM). “For brands, esports attracts a young demographic that is just like our core moviegoing audience, with extremely high levels of engagement. As it has grown from a niche advertising strategy to the mainstream, we believe esports will be appealing to brands that continue to try to find new ways to connect with cord-cutting, experience-driven Gen Z consumers. I’m excited to be able to add esports to our compelling mix of cinema, Digital, and DOOH offerings to help advertisers engage movie fans anytime and anywhere.”\n\n“The agreement we’ve signed with National CineMedia is one of our most exciting esports advertising deals ever. The potential for new entry of esports into national theater chains and other locations provides for incredible esports opportunities in various ve...