Is The Integration Of DMP In Esports

Is The Integration Of DMP In Esports Essential?

A sneak-peak into the integration of DMP in esports and its effectiveness that will reap fruits for the Indian esports tournament scenario.

By Amarylisa Gonsalves

As the use of technology advances, more and more data comes into the picture. Similarly, as businesses, organisations and industries scale greater heights, the amount of data accumulated by them also increases. We mean the information, statistics, and details about the various stakeholders and the components involved by data here. This data is crucial and cannot be neglected since it helps firms keep track, draw analysis, market, maintain effective relations, and the list goes on. The benefits of having data are several, and as the saying goes, ‘the more, the merrier,’ the more data you have at hand, the more benefits you can reap from it.

What’s DMP?

But while we say that, one thing that pops up is how do you store such vast amounts of data. Well, technology has solved that for us via innumerable storage options. But is having so much data enough? Probably not! Storing the data will do no good if the information is not managed and organised well. But, can companies solely store, process, manage and organise vast quantities of data along with focusing on their core businesses? Well, that’s where Data Management Platforms, popularly known as DMP, comes into the picture.

Data Management Platform is a software platform that can effectively gather as well as manage data. It can also analyse the data to help businesses make appropriate and effective use of it for a seamless decision-making process. It’s a known fact that esports is at a fast catching pace in India. Naturally, it generates tons of data every single day. Players, organisations, teams, team statistics, tournaments, matches, streams, and viewerships, are the some of the many sources where data is generated. So how about integrating DMP into esports?

Why DMP in esports?

DMP can significantly help manage and process the data into functional bits that can further promote and establish the industry. Sagar Nair, CoFounder of Qlan, an Indian social networking site for gamers, says, “The esports industry has witnessed a major spike in popularity. There are millions of people competing in and watching games and tournaments daily. The games, players and viewers are generating massive amounts of data collectively. If this data is strategically collated by deploying a DMP platform, it can be used for multiple different use cases, both for the sport and the business.”

Qlan, which runs by the tagline ‘The Gamers’ Social Network,’ is a platform designed to establish a credible community for gamers and esports enthusiasts. The platform facilitates the various stakeholders to connect, communicate, and get recognised within the industry. Qlan enables gamers to sync their real-time match results with their profiles so players can showcase their achievements, share gaming content and more. One can imagine the amount and kind of data Qlan is able to generate, and with the appropriate management of such data, the fruitful results stakeholders can enjoy.

When asked if DMP integration in esports is the need of the hour, Nair says, “Yes! We can pull out data points like match results, player stats, viewership, and more in a single tournament. DMP will enable the merging of all these different data sources into a single layer. Additionally, it will also allow breaking down large data and make it more consumable, eventually making it possible to gather meaningful insights of both game and market-related data.”

A greater scope

But it’s not only the games and businesses that will benefit, the players will also greatly benefit from this consolidation. Keeping a tab on one’s progress, competitors progress, the industry’s progress, the current standings are just some of the benefits to the players. Apart from these, match results, player and squad performance tracking, in-game events, viewership tracking, brand integrations are some areas Nair believes will enhance if DMP is integrated into esports.

The impact

To understand what impact DMP

Sagar Nair, Co-Founder of Qlan

will have on data processing in esports, we asked Nair to share his insights. He lists down the impact as well as the areas where DMP will make a difference. Nair says, “Tournament organisers will be able to execute better and improve the coverage of esports tournaments. It will help make sure that the results are more datadriven than human-controlled. Game publishers can better understand their consumers and the market demand and create products and offerings that better resonate with their audiences. The business around esports can benefit enormously, by establishing a better understanding of their audience, the brand placements and integrations can be tailormade to suit the consumer behaviour and preferences.”

Looking at the endless benefits and opportunities of DMP, it is safe to say that it will open the door to various facets of esports. It won’t be long until we have DMP’s make their way into the esports arena and further strengthen the industry.