Shikenso Analytics Partners With NIP Group

Shikenso Analytics partners with NIP Group. Credit: Shikenso.

Sponsorship analytics company Shikenso Analytics announced Wednesday that it has partnered with Swedish esports organization Ninjas in Pyjamas (NIP Group). 

Financial terms and the duration of this new partnership were not disclosed.

Under the terms of the deal, NIP Group will utilize Shikenso’s AI-driven tools to monitor and evaluate the performance of sponsorships and partnerships during competitions and across social media channels. It is unclear if Shikenso’s services will be deployed across the totality of the NIP Group ecosystem, which includes event production, talent and team management, content production, and a number of esports team operations in Brazil, China, and Europe.

NIP Group operates in China, Europe, and South America, through its esports brands including eStar Gaming and Ninjas in Pyjamas. The company claims to have around 40M followers on social media platforms worldwide. Currently, NIP Group fields teams in League of Legends, Glory of Kings, Counter-Strike: Global Offensive, Rainbow Six: Siege, and Valorant.  NIP Group has offices in Wuhan and Shenzhen, China; Stockholm, Sweden; and São Paulo, Brazil. 

It also operates event production company MAG Studio and content creation studio DragonV in China, as well as esports talent agency eStar Entertainment and content production and esports team management services company Shinobi Studios.

Ninjas in Pyjamas became NIP Group in January, after completing a merger with Chinese esports company eStar Gaming Victory Five (ESV5) through an equity swap.

NIP Group joins a growing list of partners signed by Shikenso in 2023 including KRÜ Esports,  FURIA, Turtle Beach, Pinnacle, G2 Esports, GAIMIN Gladiators, Berlin-based BIG, and Portugal-based Saw.gg.