Worlds 2021 vs. TI10 vs. PGL Major - how tournament partners are mentioned in broadcast chats

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Many brands start trying esports as a new field for integrations and collaborations. In a new article Esports Charts will tell how event partners are mentioned in Twitch broadcast chats at three major events — The International 10 (Dota 2), PGL Major Stockholm 2021 (CS:GO) and Worlds 2021 (League of Legends).

We examined the number of brand mentions in the Twitch channels riotgames, pgl and dota2_ti during the first days of the three tournaments' major stages. It should be noted that the number of mentions per day also depended on the duration of the broadcasts (for example, the Worlds stream was half as long as the TI broadcast).

The highest percentage of brand mentions was at League of Legends Worlds 2021 — 1.30% of the total number of messages on the first day of the group stage. This was due to the organizers adding special commands for chat, such as "!bose", "!mastercard", "!mercedes" or "!spotify". Also, brand names became part of memes and appeared in individual phrases, such as: "STOP MASTERCARD WutFace" or "AXE KEKW" as the brands were integrated during the broadcasts, especially in the headlines between the matches.

PGL Major Stockholm 2021 had 0.12% brand mentions on the first day of the “Legends” stage. The total number of messages at the event was 162K. Unlike LoL, during CS:GO major advertising messages are sent automatically (Bitget and Secretlab were among the mentions), while the viewers themselves hardly mentioned brands in their messages. Unlike TI10, there were more advertising messages in the chat at the majors, although both events were organized by the same company —  PGL.

Dota 2 had the lowest percentage of brand mentions. Of all the messages (436K) on the first day of the Main Event, the names of companies or products accounted for only 0.01%. Contrary to Worlds and PGL Major, at TI10 brands were not integrated into the streaming chat at all. This happens from year to year: at The International brands are not integrated into the broadcasts.

Based on the analysis, brands were more mentioned at Worlds 2021 as certain companies were integrated into the entertainment sections between matches and were often mentioned not only by tournament organizers, but also by spectators themselves. In Valve's disciplines, brand integration in the chat is only present at CS:GO majors, while at Dota 2 TI10 there were no integrations.

When Worlds 2021 and PGL Stockholm Major end, we will tell you about the most popular tournament brands in general, but in the meantime, subscribe to our social networks to keep up with the latest esports statistics.