Company ramps up hefty gaming franchise

Ramping up its hefty gaming franchise, CBS Interactive announced pacts with Twitch TV and Major League Gaming on Tuesday.

The move combines Twitch, a leading videogame broadcasting network, with e-sports league MLG, and CBS’ own GameSpot.com.

The company said CBS Interactive Games, with a total reach of 25 million users watching almost 50 million hours of live gaming video per month, will exclusively sell advertising, promotions and sponsorships for Twitch, which has 16 million global users monthly.

CBS Interactive will also become the exclusive advertising rep and online broadcaster of MLG’s Pro Circuit competitions. MLG is one of the world’s largest competitive videogame leagues with more than 15 million hours of live video served to fans during the 2011 Pro Circuit season and nearly 2,500 hours of live gaming competition scheduled in 2012.

“The e-sports scene is one of the hottest trends in video and is rapidly attracting the core 18-34 male demographic in greater numbers than any other medium or category,” said Jim Lanzone, president of CBS Interactive. “With these partnerships, CBSi now represents the biggest audience in live gaming and is able to offer our advertising partners a unique mix of trusted, premium content along with the huge engagement and audience that the e-sports scene is commanding right now.”

CBS Interactive is a top 10 global Web property and in the top five in the U.S. in terms of unique viewers. Brands include CNET, CBS.com, CBSSports.com, GameSpot, TV.com, BNET and CBSNews.com.

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