Berlin-based esports and gaming-focused marketing agency Bright Up Agency announced Tuesday a strategic partnership with Germany-based gaming and esports sponsorship and marketing analytics firm Shikenso Analytics.
Financial terms and duration of the deal were not disclosed.
Under the terms of this deal, Bright Up Agency will gain access to Shikenso’s data solutions and AI-driven tools and use the firm’s insights into “sponsorship values, industry trends, and performance metrics” to help its clients, according to a release.
Esports and gaming marketing veterans Dominic Müller and Marco Niemann officially launched Bright Up Agency on Jan. 18. Müller most recently served as senior director of global partnerships esports & gaming at global sports marketing agency SPORTFIVE, and prior to that, worked at Riot Games Berlin and Razer. Niemann recently led the global partnerships team at Berlin-based esports organization G2 Esports, and is on the advisory board at Shikenso Analytics. Previously, he worked at ESL and Freaks 4U Gaming.
Bright Up Agency joins other Shikenso partners including GIANTX, 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.