Michael Heina
About Michael Heina
Michael Heina serves as the International Sector Director for Esports and Gaming at YouGov, where he focuses on consulting and analytics in the esports industry. He has extensive experience in market research and has held various positions at Nielsen and Repucom, as well as teaching at Hochschule für angewandtes Management in Berlin.
Current Role at YouGov
Michael Heina serves as the International Sector Director for Esports and Gaming at YouGov. He has held this position since 2021, contributing to the company's efforts in the esports sector from his base in Cologne, North Rhine-Westphalia, Germany. In this role, he focuses on providing insights and analytics that cater to the commercial aspects of the esports industry.
Previous Experience at Nielsen
Prior to his current role, Michael Heina worked at Nielsen as the Head of Esports International for the EMEA, APAC, and LATAM regions from 2018 to 2021. He also served as a Senior Consultant in Nielsen Sports from 2016 to 2018. His tenure at Nielsen spanned various roles that allowed him to develop expertise in the esports market.
Academic Involvement at Hochschule für angewandtes Management
In addition to his industry roles, Michael Heina has been a lecturer at Hochschule für angewandtes Management since 2020. He teaches courses related to esports and gaming, sharing his knowledge and experience with students in Berlin, Germany.
Background in Market Research
Michael Heina has a strong background in market research, having worked at Repucom as a Senior Manager and Manager in Market Research from 2013 to 2016 and 2012 respectively. He also held a position as a Research Associate at Westfälische Wilhelms-Universität Münster from 2010 to 2011. His early career included programming roles at the same university from 2006 to 2009.
Professional Networking and Knowledge Sharing
Michael Heina actively seeks to connect with individuals both within and outside the esports industry. He emphasizes the importance of sharing knowledge about esports and his previous experiences at Nielsen, aiming to foster collaboration and insights across the sector.