M80 Partners With Shikenso Analytics

Key insights

6 takeaways

01
North American esports organization M80 has entered into a partnership with the German analytics firm Shikenso Analytics.
02
M80 will utilize Shikenso’s AI-powered tools to measure the effectiveness of sponsorship campaigns across live streams, video content, and social media channels.
03
The financial terms and the duration of the partnership agreement were not disclosed.
04
M80 currently maintains professional rosters in titles including Valorant, Rainbow Six: Siege, Counter Strike 2, Street Fighter, and Rocket League.
05
The organization’s current commercial partners include Aimlabs, Zowie, Secretlab, Forge, Gamesense, and Omnicoach.
06
Shikenso Analytics has established similar partnerships with other prominent esports entities, including Fnatic, G2 Esports, FURIA, and Ninjas in Pyjamas.

Summary

North American esports organization M80 has entered into a strategic partnership with Shikenso Analytics, a Germany-based firm specializing in marketing and sponsorship data. This collaboration aims to enhance M80’s ability to quantify the impact of its commercial activities through the use of AI-powered analytics tools. While the financial terms and duration of the agreement remain undisclosed, the partnership reflects a broader industry trend toward data-driven sponsorship management.

Under the terms of the deal, M80 will utilize Shikenso’s technology to evaluate the effectiveness of partner and sponsor campaigns across multiple digital touchpoints. This includes monitoring performance during live streams, video content production, and various partner activations on social media platforms. By leveraging these insights, the organization intends to optimize its marketing strategies and provide more transparent value metrics to its existing partners, which include brands such as Aimlabs, Zowie, Secretlab, Forge, Gamesense, and Omnicoach.

The partnership highlights the growing reliance on specialized analytics firms within the professional esports sector. M80, which fields competitive rosters in titles including Valorant, Rainbow Six: Siege, and Counter Strike 2, joins an expanding roster of organizations that have adopted Shikenso’s services. Other notable entities utilizing the firm’s analytics platform include Fnatic, G2 Esports, FURIA, and Ninjas in Pyjamas. This move underscores the organization's commitment to professionalizing its commercial operations as it continues to develop its presence in the competitive gaming landscape.