National CineMedia enters advertising, licensing deal with Harena Data

National CineMedia, a cinema advertising network in the U.S., has entered an exclusive esports advertising and content monetisation agreement with esports community aggregator Harena Data.

As part of the deal, National CineMedia will have exclusive rights to sell advertising across Harena Data’s ad-supported esports content and events in the United States, including in movie theatres, on streaming media, and at in-person venues like bars and restaurants.

Credit: GoPixls / Harena Data

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The agreement also includes esports content licensing and distribution rights as National CineMedia looks to delve into the esports industry.

National CineMedia, which specialises in movie theatre, online, and mobile advertising, will work with Harena Data to develop content licensing deals and create new spheres of distribution for its esports content and gaming events.

Scott Felenstein, President of National CineMedia, spoke of the partnership in a release: “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.

“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.”

Harena Data produces esports events and content across multiple platforms under its GoPixls brand. The GoPixls service leverages Harena’s esports analytics platform,, and third-party partners to produce segmented or full-length edited content.

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Bill Dever, Chief Strategy Officer at Harena Data, commented: “The agreement we’ve signed with National CineMedia is one of our most exciting esports advertising deals ever. The potential for the 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.

“It also creates unique opportunities for brands to reach young, digital natives while empowering movie theaters and other locations with new content.”

Esports Insider says: National CineMedia looks to further diversify its advertising offerings by expanding into the esports space, as they identify the opportunities provided by esports’ young demographic. Meanwhile, data-related esports companies continue to rise as they strike more and more successful partnerships with endemic and non-endemic firms.

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