The product, beta tested by several teams including TSM, expands GumGum Sports’ commitment to maximizing esports industry value and represents a major step toward development of programmatic streaming sponsorship exchange
SANTA MONICA, Calif.–(BUSINESS WIRE)–lt;a href=”https://twitter.com/hashtag/artificialintelligence?src=hash” target=”_blank”gt;#artificialintelligencelt;/agt;–Esports teams partner with hundreds of esports players, whose thousands of hours of live gameplay stream to vast global audiences each week. There are millions of eyes on these streams, which makes each stream a valuable potential marketing opportunity. In the current esports ecosystem, capitalizing on sponsorship opportunities is an inefficient, behindhand process. Today, however, GumGum Sports announced a new product that will revolutionize in-stream sponsorship. The company’s Streaming Management Platform (SMP) is a customizable, self-service esports sponsorship management platform that allows players, teams and brands to configure sponsorship placements during gameplay without impacting a player’s live stream.
Over the last several months Team SoloMid (TSM) and other organizations have successfully deployed GumGum Sports SMP under an exclusive beta testing partnership. The platform, which makes it possible to seamlessly add, edit and remove sponsorship overlays in player streams, has given partners the ability to customize campaign durations, schedule dayparting parameters for when to serve particular sponsorships, and alter creative executions to suit individual sponsor’s needs.
Beyond helping to control sponsorship implementation, the platform also delivers detailed realtime reporting, providing interested parties with a daily gamer dashboard that delivers insights into concurrent viewers, impressions delivered per sponsor, and timestamps for each sponsor delivery, unlocking the true value of the streams through detailed metrics.
“In the end, it’s about increasing revenue for the esports industry – and this product does things like help our partners analyze how much value they’re delivering to each team or sponsor, allow them to adjust CPMs, and see how much incremental inventory is available for them to monetize,” said GumGum Sports General Manager, Brian Kim. Kim also highlighted the SMP’s ease of use, noting that the platform is compatible with all major streaming software solutions, including OBS Studio and XSplit, and that installing stream integration requires pasting just a single line of code.
According to GumGum CEO, Phil Schraeder, this esports sponsorship management offering falls right in line with the company’s broader mission of mining untapped value in the digital advertising and sports industries.
“GumGum believes that esports, like digital media, should become a programmatic driven marketplace and this launch represents a major first step toward that goal,” Mr. Schraeder said. “The next step will be implementing the buy side system we’re developing, which will allow agencies and brands to setup and bid for sponsorships across streamers.”
GumGum Sports, which delivers computer vision-power sports sponsorship valuation to teams, leagues and brands across a variety of sports, has placed considerable strategic focus on the esports market. In addition to working with the NFL, NBA, MLB, NHL and the English Premier League, the company currently provides media valuation for numerous esports, including 100 Thieves, Dignitas and TSM.
About GumGum Sports:
GumGum Sports is a division of GumGum that leverages computer vision technology to help brands, agencies and rights holders to capture the full media value of sports sponsorships. By analyzing live broadcasts, social media and digital streaming, GumGum Sports provides accurate, timely and comprehensive media valuations. The company enables rights holders to retain and grow partner revenue and gives sponsors the ability to track and optimize media value across their sponsorship portfolios. For more information, please visit www.gumgum.com/sports.