Ninjas in Pyjamas appoints Toni Kaski as VP of Commercial

Swedish esports organisation Ninjas in Pyjamas (NIP) has appointed Toni Kaski as its new VP of Commercial. 

Kaski will oversee NIP’s Shinobi Studios, a suite of services offered to sports clubs that wish to enter esports. Kaski will also work with the rest of NIP’s executive team to continue the organisation’s growth.

(ESI Illustration) Image credit: Ninjas in Pyjamas

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Kaski joins Ninjas in Pyjamas following three years at influencer marketing agency Panc as its Head of Sales. In addition, Kaski also worked at Swedish startup Widespace and co-founded Selahatin, an oral hygiene brand. 

Speaking about the new appointment, Toni Kaski, the new VP of Commercial for Ninjas in Pyjamas, said: ” NIP is one of the biggest organisations in the world, in one of the fastest-growing industries. It feels incredibly inspiring to join, knowing that I’ll lead us to the next level.

“NIP is already an incredibly well-positioned media house, ready for rapid upscaling, and our goal is to tenfold our revenue in the next three years.” 

Last year saw Ninjas in Pyjamas undergo a period of growth. The company started operations in China by announcing a merger with ESV5, the owners of Victory Five, a League of Legends team that competes in the LPL. NIP also founded Shinobi Esports in 2021, an agency that provides consulting and assistance for sports clubs that wish to enter esports. Ninjas in Pyjamas also started a new FIFA team with Team Gullig in late 2021

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Jonas Gundersen, COO of Ninjas in Pyjamas, commented: “Esports sits on a unique opportunity where it’s capable of leading the charge on what defines the future of marketing activation, fan engagement and revenue streams. It’s born both global and digital, and already integrates some of the newest technologies that other legacy industries will have difficulties with.

“Having a profile like Toni leading the efforts on how to translate this into the traditional media landscape is a perfect fit for us. We’ll take the best of both worlds, and continue to solidify our positions as a modern media house and content creation studio. The future is bright.”

Esports Insider says: The Ninjas are steadily investing in high-level positions, and the hiring of Toni Kaski is sure to bring an interesting perspective to the company. NIP seems focused on growing revenue streams and diversifying income, which is a good strategy for the Swedes.

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