Esports data and analytics company Shikenso Analytics will extend its partnership deal with the newly merged esports venture of EXCEL Esports and Giants Gaming, GIANTX.
The new European esports organisation will continue to rely on Shikenso’s data solutions going forward, a collaboration that started back in the first part of 2022 with EXCEL Esports.
Thanks to Shikenso’s platform, GIANTX aims to oversee and optimise sponsorships across streaming and social media channels, allowing the organisation to evaluate its partners’ performance. Some of GIANTX’s sponsors include the likes of HSBC, Burger King, L’Oreal, JD Sports and others.
Last week, GIANTX was announced with the goal of leveraging both Spanish and English-speaking demographics to ensure maximum engagement and reach. According to the organisation it aims to broaden its global audience and become a “formidable new force in European Esports”.
The partnership extension further strengthens Shikenso’s list of esports teams in its portfolio. The data company also analyses data for other major esports organisations such as Fnatic, Ninjas in Pyjamas, G2 Esports, M80 and Team Vitality, as well as tournament organisers like BLAST Premier.
Arwin Fallah Shirazi, Co-CEO and Co-Founder of Shikenso, commented: “The news of these two industry giants joining forces is personally one of the most exciting highlights of the year for me.
“Our collaboration with Excel has been nothing short of fantastic, and I’m genuinely thrilled to carry that momentum into our work with GIANTX. It’s not just a partnership; it’s a journey that brings Shikenso closer to creating a standard industry benchmark for measuring media values.”
Considering the importance of sponsorships within the esports sector, tracking each brand’s performance is vital. As such, Shikenso also provides the Esports Radar, a media value and audience report tool. Combining insights with other event data allows teams to create an approximate monetary value of an event. The tool was recently used to calculate the media value for the 2023 League of Legends World Championship, which amounted to approximately €133m (~£114m).