From sponsorships to industry-wide announcements, Insider Sport has you covered when it comes to the world of esports.

This week’s edition highlights the latest developments in the esports sector, including Shikenso Analytics, forging a partnership with the North American esports organisation, Complexity Gaming.

Shikenso Analytics to set the benchmark in Complexity deal

The German esports data and analytics platform, Shikenso Analytics, has forged a partnership with the North American esports organisation, Complexity Gaming.

Under the agreement, Shikenso Analytics will offer Complexity access to its suite of AI-powered partnership analysis tools, enabling the organisation to monitor brand visibility across various platforms and channels.

Using Shikenso’s technology involves monitoring streams and social media posts to analyse branded content, such as sponsor logos. This analysis enables Complexity to gain a deeper understanding of the value its channels provide to partners, ultimately facilitating more advantageous negotiations for future partnerships and sponsorships.

Kyle Bautista, COO at Complexity, commented: “We’re thrilled to be working with Shikenso Analytics to utilise their market leading data technologies in our operations and reporting. Complexity’s esports teams, creators, content and campaigns are seen by millions of fans around the world, and with the real time reporting by Shikenso we can ensure that we’re able to effectively communicate that value both internally and externally.” 

Arwin Fallah Shirazi, Co-CEO & Co-Founder at Shikenso Analytics, said: “We are pleased to have Complexity Gaming as one of our partners. Our primary objective, which is to create an industry standard for evaluating media values, is supported by our steadfast dedication to setting the benchmark in sponsorship insights.

“We are eager to use our data-driven contributions to help the organisation further accelerate its expansion as it maintains its position as a leader in the industry.”

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GIANTX unveils ‘meaningful’ extension with HSBC UK

Esports organisation GIANTX has announced it has extended its existing partnership with bank HSBC UK.

As per the agreement, both entities will continue their collaborative efforts on initiatives aimed at educating younger audiences about financial responsibility.

In an announcement, the partners outlined that shared goals for the upcoming year include leveraging GIANTX’s pool of esports players and content creators to champion financial literacy and to promote healthier financial habits within gaming and esports communities. Despite this ambitious agenda, no specific details regarding upcoming activations or projects have been announced.

HSBC UK initially joined forces with EXCEL Esports in March 2023 and has since served as the organisation’s official financial services partner. The partnership has been renewed with GIANTX following the merger between EXCEL Esports and Spanish esports organisation Giants Gaming, which took place late last year.

Mark Carter, Chief Commercial Officer at GIANTX, commented: “We’re delighted to have extended our partnership with HSBC UK for another year. Working with HSBC UK gives us a unique opportunity to support esports fans through meaningful financial education, giving them tools to expand their financial health knowledge and well-being while providing them with unique and not-to-be-missed experiences.”

Gaming keyboard and headset on a desk.
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OpTic combines with Juventus to release gaming-inspired collection

North American esports organisation OpTic Gaming and Italian Serie A football club Juventus have collaborated to release a joint capsule collection.

The limited edition capsule seeks to blur the lines between offline and online sports experiences. Collaborating with Adidas, OpTic and Juventus aim to create a collection of T-shirts, sweatshirts and accessories, featuring prints inspired by the gaming universe and Juventus’ identity.

This apparel line is a continuation of the collaboration between OpTic and Juventus, which was unveiled in April. The joint collection is now on shelves in Europe and the US.

In addition to the merchandise, the collaboration extends to social media and video content. OpTic creators, including former Call of Duty player Seth ‘Scump’ Abner, who were featured attending a Juventus match in Italy earlier this year.

Previously in 2019, Juventus entered the esports arena by collaborating with Astralis, a Danish esports organisation, to oversee its esports initiatives, particularly in the efootball league. Last year, The Allianz Arena, Juventus’s home stadium, hosted the eSerieA Road Show, featuring friendly matches between Juventus footballers and DSYRE players.

This partnership signifies a trend of collaboration between football and esports clubs, bridging the gap between traditional sports and the growing esports industry. In March, French club Paris Saint Germain’s esports division partnered with Talon, resulting in a rebrand of the latter’s Rainbow Six Siege (R6) team to PSG Talon R6.

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GEF chooses Lima, Peru, as host for Global Esports Games 2025

The Global Esports Federation (GEF) has disclosed that Lima, Peru, will serve as the host city for its premier event, the Global Esports Games, scheduled for 2025.

As per the agreement, Lima has been selected to host the annual stages of GEF’s professional series, known as the Global Esports Tour (GET), from 2024 to 2028. The inaugural GET event in Peru is set to take place this November, featuring Dota 2 competitions with teams from across the globe.

GEF CEO Paul Foster and Asociación Deportiva Peruana de Esports (ADPES) President Diego Mohme solidified the partnership in Lima. Numerous other Lima representatives attended the ceremony, including Matsuda Matayoshi, Executive President of the Commission for the Promotion of Peru for Exports and Tourism (PROMPERÚ).

This agreement signifies the start of a multi-year collaboration between the city and GEF. It comes after the most recent Global Esports Games, which took place in Riyadh, Saudi Arabia, in December 2023.

Mohme said: “We are honoured to organise these global events for millions of esports athletes and fans worldwide. Peru has proven itself as a cultivator of talent in the esports community.

“The opportunity to host GEF’s flagship Global Esports Games 2025 in our capital Lima and the annual stages of the Global Esports Tour, will further strengthen our capacity as an esports community.”

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