OverActive Media, parent company of the Toronto Defiant, Toronto Ultra, and MAD Lions, has partnered with AcuityAds. 

The partnership will see AcuityAds, which is also based in Toronto, use its AI capabilities and audience segmentation techniques, delivered through its proprietary advertising technology platform, to help OverActive Media and its sponsors better target the online esports audience. 

OverActive Media (OAM) owns Overwatch League’s Toronto Defiant, Call of Duty League’s Toronto Ultra, and Spain-based MAD Lions which competes in the League of Legends European Championship (LEC). 

The company is also a founding equity partner in B Site Inc, with MAD Lions also competing in B Site’s Flashpoint Counter-Strike: Global Offensive league, and runs a live events division.

Discussing the collaboration Co-founder and CEO of AcuityAds, Tal Hayek, said:

“We are excited to partner with OverActive Media, establishing AcuityAds as the only programmatic company globally with direct access to such a wide-reaching esports audience. 

“Esports is a dynamic and fast-growing industry that continues to develop unique connections to engage its growing fan base, and we are thrilled to be working alongside a leading global industry brand like OverActive Media.”

While President and CEO of OverActive Media, Chris Overholt, added:

“Our collaboration with AcuityAds gives us access to industry-leading technology adding more value to our current and prospective partners, and their efforts to reach a changing sport and entertainment audience. In the past two years, we have built meaningful audiences of esports fans that continue to grow as the industry matures and broadens its appeal across demographics.”

According to AcuityAds the esports industry is currently worth $1 billion and is one of the fastest growing entertainment segments globally, and is predicted to grow another 60 percent to $1.6 billion in the next three years alone. Esports viewership is currency at around 500 million, and is expected to reach one billion by 2022. 

AYO.NEWS says:

Despite the phenomenal growth of esports, many organisations are still finding it tough to monetise their reach and satisfy advertisers. As we constantly argue here at AYO.NEWS, the key today is reaching the right audience, not just ever increasing numbers.

‘AYO.NEWS says’ features the opinion of the author and does not necessarily reflect the views of Pentagon Digital Limited or its affiliates or associates. 

All original content featured on this site is © Pentagon Digital Limited, 2020