Tencent Holdings Ltd"s Riot Games said on Thursday that Nielsen Holdings PLC will measure the value of sponsoring Riot"s "League of Legends," the most-watched esport in the world, through next year. Quantifying the value of brand exposure gained through sponsorships of League of Legends teams, games and leagues could help the multiplayer online battlefield game, abbreviated as LoL, draw more sponsors. While other publishers have also worked with Nielsen on sponsorship measurement, fans have watched more LoL matches than any other game, totaling 347.4 million live hours in 2018 on Twitch and YouTube Gaming, according to gaming analytics firm Newzoo.

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