Marketing agency and production company Freaks 4U Gaming has partnered with data analytics firm Shikenso Analytics to analyse marketing and sponsorship material for Riot Games‘ German Regional League, Prime League.
The partnership aims to work with Prime League’s sponsors to analyse and optimise sponsored marketing content.
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According to a release, the working relationship will see Shikenso conduct targeted analysis of sponsored content with the aim of providing detailed qualitative and quantitative measurements. It is understood that Freaks 4U Gaming and Prime League will use the data and analysis to establish a proof of concept to sponsors of the league’s marketability and how to optimise sponsored content to fans.
Data collection and analysis will be conducted across the league’s live broadcast on various streaming platforms as well as Prime League associated social media channels.
Marco Niemann, Vice President Commercial of Freaks 4U Gaming noted that “trust and transparency are vital components of building and maintaining relationships with our high class brand partners.
“With the ongoing success of Prime League and more major brands joining our vision in building a sustainable eco-system within the German-speaking region it is clearly our goal to show the value of our partnerships. With Shikenso we found an independent partner who will support this with reliable and data driven analyses and identify how best to engage with our passionate fan base.”
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Riot Games’ ERL Lead, Franz Streckhardt is also looking forward to what the partnership will yield, “the Prime League already managed to level up the competition and the live production during the first year. By doing so, the league attracted more viewers and teams and established itself within the German-speaking and European League of Legends esports.
“This growth extends our expectations and needs to be re-evaluated from every possible angle. Shikenso offers an innovative and cooperative approach that will be crucial to define the worth of the Prime League inventory.”
Esports Insiders says: This is something I’d like to see more leagues do. Bringing in a firm to collect data and conduct market research and analysis is a great way to prove to current and potential partners that you’re worth the money. The old marketing mantra of ‘what you measure is what you get’ will be incredibly important to providing useful insights – something which esports organisations often struggle to make stick with non-endemics.