Newly formed esports organization GIANTX (the result of a merger between UK-based EXCEL Esports and Spain-based Giants Gaming announced last week) will work with Germany based gaming and esports sponsorship and marketing analytics firm Shikenso Analytics. Shikenso previously worked with EXCEL on analyzing the effectiveness of its marketing and sponsorship efforts.
Financial terms and duration of the deal were not disclosed.
Under the terms of this reworked partnership, GIANTX will use Shikenso’s AI-powered, marketing and sponsorship analytics tools to evaluate the effectiveness of partner and sponsor campaigns during live streams, in video content, during partner integrations and activations, and across social media and live streaming channels.
According to a release, GIANTX will use Shikenso’s tools to “evaluate and compare the performance of major partners” including Syber, PCSPECIALIST, INZONE, Mattel-owned brand Hot Wheels, Diesel, Fitchin, Digi, Costa Del Sol Malaga, Maggi Fusian, HSBC UK, Kit Kat, Opel, Burger King, EE, JD Sports, and ANDALUCIA .
Shikenso has been busy over the last five days: The company also announced that it has partnered with Dubai-based esports agency Yalla Esports to handle media valuation of its Counter-Strike 2 tournament series, Compass; and recently extended its deal with SK Gaming for an additional year. Shikenso is also selling a variety of its industry reports on the Esports Insider Marketplace, an e-commerce section of the UK-based esports media-focused outlet. Financial terms of all these deals were not disclosed.
GIANTX is the latest in a growing list of companies that have partnered with Shikenso including Esports Insider, SK Gaming, Yalla Esports, Gentle Mates M80, Fnatic, INSIGHT, Ninjas in Pyjamas (NIP Group), KRÜ Esports, FURIA, Turtle Beach, Pinnacle, G2 Esports, GAIMIN Gladiators, Berlin-based BIG, and Portugal-based Saw.gg.