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Published: November 1, 2023

Written by: Stefan Velikov

  • NiP will now use Shikenso’s tools to analyze the performance of its partnerships across social media
  • It’s another deal in a series by NiP designed to boost the org’s online presence
  • For Shikenso, this is yet another score with a big esports organization this year

Ninjas in Pyjamas are expanding their portfolio of partnerships by signing a deal with Shikenso Analytics which will help the esports org have a bigger online presence.

NiP and Shikenso Sign Deal

A key part of the success of an esports organization is its popularity. An org with a larger following could mean more income, which would enable the team to spend more money on training its players, which leads to better performance at competitions, making the organization even more popular, and so on.

To help with popularizing themselves on and off the Internet, esports organizations have to have a good online presence. Depending on how they use social media, teams can get a large following. To help with that, they often use third-party tools to help analyze the impact they are having online.

This is why Swedish organization Ninjas in Pyjamas have partnered up with esports data platform Shikenso Analytics. The org has entered a three-year-long deal that will make use of Shikenso’s analytics tools to analyze the performance of its partnerships across a number of its social media channels and streaming services. NiP will be able to evaluate and compare the performance of its existing partners which includes the likes of sportswear brand FILA, and bookmaker Betway.

Signing the deal makes NiP the latest one of several big esports franchises and tournament organizers that have secured deals with Shikenso Analytics. So far in 2023, Shikenso has expanded its extensive list of clients with its most recent additions including the likes of teams 9INE, Vitality, and BLAST Premier, the last one being one of the biggest organizers of competitive Counter-Strike tournaments.

This collaboration is the latest change in a recent series of moves that have been pointed toward making the NiP franchise more popular and attractive for other collaborations and investors. Last month, the organization also announced it has hired Fabio Fusco, appointing him as its new Head of Partnership Sales in a bid to grow its partnership roster.

“Graduating from being an esports team of gamers into mainstream gaming brands, means there’s a drastic need for modernizing the infrastructure,” commented on the deal Group COO of Ninjas in Pyjamas Jonas Gundersen. “NIP Group has long been focused on a data-driven approach to business operations, and adding Shikenso as a strategic partner in data analytics is the natural next step in building the core of what our current and future commercial offering will shape into.”

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