Harena Data Unveils New Project, Announces Advertising Deal With CineMedia

In early July, Harena Data announced it would be hosting an esports combine this fall. This event, which is being produced by Harena and Indiana Sports Corp, will give amateur gamers a chance to be recruited to play collegiate varsity esports.

“The virtual experience was actually really effective last year,” said CEO Derek Pew. “We’re going to continue with a virtual-based college recruitment platform. We’re going to wind up with a tournament that is in Indianapolis that is curated by a couple of the major universities in Indiana.”

The all-virtual event will be live-streamed by Super League Gaming. The esports combine is scheduled to run from October 15th to the 17th.

Following this news, Harena Data unveiled it had entered into an exclusive esports advertising deal with National CineMedia (NCM) on July 13th. As a result, NCM will be able to sell advertising rights across all Harena Data esports content and events. The two organizations will work together to develop content licensing deals while also creating “spheres of distribution” for these projects.

“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,” said Scott Felsenstein, the President of Sales, Marketing, & Partnerships for National CineMedia. “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.”

(All information was provided by VentureBeat and Yahoo! Finance)

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