Nielsen Appoints New Head of Esports Division

Nielsen Appoints New Head of Esports Division

Nielsen has promoted Nielsen Sports executive Matthew Yazge to also now lead its esports division in North America, taking over for Nicole Pike, who recently left to rival YouGov.

Yazge was previously Nielsen Sports’ head of brand sponsorships; he will retain that role but will now also have additional responsibilities involving driving new business and servicing current clients in the esports realm, where Nielsen has taken a major interest in recent years.

Nielsen works with major publishers including Activision Blizzard and Riot Games, among other companies in the space.

As part of the move, Yazge also will lead the Nielsen Esports Advisory Board industry group that is comprised of the publishers and other stakeholders and has worked on topics like making Average Minute Audience the coin of the realm in esports viewership metrics.

Nielsen notes that Yazge also led Nielsen’s LGBT/diversity initiatives in Southern California and is one of the company’s experts on that space.

The announcement comes on the heels of Pike’s announcement earlier this month that she was heading to YouGov, which is now taking an increased interest in competitive gaming.

Published at Fri, 26 Jun 2020 14:43:06 +0000

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