National CineMedia and Harena Data sign esports advertising deal

National Cine Media, an advertising company for theaters and DOOH. According to the company’s press release, esports aggregator Harena Data has agreed that NCM will distribute Harena Data content across all platforms.

As part of the deal, NCM will exclusively sell advertisements across all Harena Data content and events in the United States, including theaters, streaming media, bars, restaurants and family entertainment. NCM will also work with Harena Data on content licensing agreements to help deliver esports content and gaming events.

“Working with Harena Data gives us a unique opportunity to develop esports concepts and create compelling consumer experiences beyond the entire NCM theater network and other complementary media venues and screens. You get it, ”said Scott Ferenstein, president of sales, marketing and partnerships. Said in NCM press release. “For brands, esports attracts a young population with a very high level of engagement as well as our audience of cinephiles. As it shifts from a niche advertising strategy to mainstream audiences, esports Believe will appeal to brands that continue to seek new ways to connect with GenZ consumers focused on the code cutting experience. Add esports to a compelling combination of movie, digital, and DOOH advertisers that I’m happy to help attract moviegoers anytime, anywhere.

According to Bill Dever, chief strategy officer of Harena Data, the partnership is one of the “most interesting advertising deals” for Harena Data, which was founded just four years ago.

“The new potential for esports to enter the national theater chain and elsewhere offers incredible esports opportunities in a variety of fields, from virtual and physical income to monetization. The combination of models will define a new market for cross-entertainment between games and movies, ”says Dever. Release. “It also creates unique opportunities for brands to reach young digital natives and brings new content to theaters and beyond. NationalCineMedia is always looking to the future and is expanding its activities to the field of esports. Doing so proves that they are the perfect partner. Work together to take multimedia games to the next level. “