Influencer marketing and intelligence platform Sideqik has entered into a Letter of Intent for a multi-year partnership with eFuse to enhance and support its live-stream monetization and engagement platform Sidekick. Sideqik is a wholly owned subsidiary of publicly traded gaming and entertainment company, GameSquare (NASDAQ:GAME).
Financial terms of this deal were not disclosed.
When the partnership takes effect, eFuse’s Sidekick will integrate Sideqik’s data intelligence into its ecosystem with the goal of delivering “smarter, data-driven brand activations by leveraging Sideqik’s influencer analytics and audience insights,” according to the announcement. The companies claim that through this collaboration, Sidekick will be able to offer brand partners better audience segmentation, real-time engagement metrics, and AI-powered ad optimization. eFuse will also leverage Sideqik’s influencer discovery and analytics tools within its agency business, “supporting creator partnerships and execution across upcoming eFuse projects.
“This partnership between Sideqik and eFuse brings a new level of precision to media buying and creator discovery, giving brands the tools they need to succeed in gaming,” said GameSquare CEO Justin Kenna in a release. “At GameSquare, we are always looking for ways to push the creator economy forward with smarter, data-driven solutions.”
eFuse describes itself as an advertising technology company that works with brands and influencers. In addition to operating Sidekick, eFuse owns and operates tournament platform eRena, esports editorial site Esports.GG, and its influencer agency division. GameSquare operates a number of divisions that tackle content creation production, gaming-focused advertising and marketing agencies, data analytics, streaming, and the esports division of FaZe Clan.