The eSports Advertising Bureau has been founded to help brands enter the world of eSports sponsorship and advertisement.
The group will offer tools to marketers that will help them understand eSports and it's potential marketing opportunities, as well as help eSports companies with direct advertising issues. Elsewhere it will coordinate the publication of common ad metrics, although all of this is currently focused on the U.S. market.
An advisory board has been formed that includes the likes of Turner, Twitch, Major League Gaming and even The Madison Square Garden Company, while Stuart Lipson will serve as the organization's Executive Director.
Imagine the value we could provide to every seller if the first 15 minutes of every meeting weren't dedicated to explaining what eSports is and isn't and what the magnitude of the opportunity is,” said Lipson. There are two things that are dangerous: the first is people who do neck curls and pretend that they get it even though they don't; the second is people who don't get it and don't tell you so it becomes an archeological dig, they take your materials and it ends up at the bottom of a pile. The beauty of the advisory board is that we've gone across the ecosystem so that we can make sure everybody's interest is represented, including the venue.”