GIANTX Partners With Shikenso Analytics

The esports organization GIANTX, formed through the recent merger of UK-based EXCEL Esports and Spain-based Giants Gaming, has entered into a partnership with the German analytics firm Shikenso Analytics. This collaboration aims to leverage AI-powered marketing and sponsorship analytics to quantify the performance of the organization’s commercial partnerships. While EXCEL Esports previously utilized Shikenso’s services, this new agreement formalizes the relationship for the combined entity.

The partnership focuses on evaluating the effectiveness of sponsor campaigns across various digital touchpoints, including live streams, video content, social media channels, and partner activations. GIANTX intends to use these data-driven insights to compare the performance of its diverse portfolio of partners, which includes brands such as HSBC UK, Burger King, Kit Kat, JD Sports, and various hardware and regional sponsors. By employing these analytical tools, the organization seeks to optimize its marketing strategies and provide transparent performance metrics to its sponsors.

Financial terms and the duration of the agreement remain undisclosed. This deal reflects a broader trend of esports organizations prioritizing data-backed media valuation to demonstrate return on investment to commercial partners. Shikenso Analytics continues to expand its footprint in the industry, maintaining similar partnerships with numerous prominent organizations, including G2 Esports, Fnatic, and Team Liquid, while also providing media valuation services for tournament series such as the Compass Counter-Strike 2 events.