Content

National CineMedia, Harena Data sign esports advertising deal

Provided by NCM

July 14, 2021

National CineMedia, a cinema and DOOH advertising company. and Harena Data, an esports aggregator, have reached an agreement for NCM to carry Harena Data's content across its platforms, according to a company press release.

As part of the deal, NCM will exclusively sell advertising across Harena Data's content and events in the U.S., including movie theaters, streaming media, bars, restaurants and family entertainment venues. NCM will also work with Harena Data on content licensing deals and help distribute its esports content and gaming events.

"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," Scott Felenstein, president, Sales, Marketing & Partnerships with NCM, said in the release. "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."

For Harena Data, founded only four years ago, the partnership is one of the companies "most exciting advertising deals," according to Bill Dever, Harena Data's chief strategy officer.

"The potential for new entry of esports into national theater chains and other locations provides for incredible esports opportunities in various verticals, combines virtual and physical revenue models for monetization, and defines a new market of crossover entertainment between gaming and film," Dever said in the release. "It also creates unique opportunities for brands to reach young, digital natives while empowering movie theaters and other locations with new content. National CineMedia is always looking toward the future, expanding their business into the realm of esports proves that they're the perfect partner for us to work with to level up in the media game."