Shikenso is proud to collaborate with some of the most ambitious organizations in global esports — working with forward-thinking teams and innovators who continue to shape the future of competitive entertainment.
In this “More than Data” edition, Hauke-Henning Horst, Head of Partnerships at SK Gaming, shares how the German organization combines legacy, innovation, and data-driven strategy to strengthen long-term partnerships, create measurable brand impact, and build lasting connections with fans worldwide.
SK Gaming has built some of the longest-standing partnerships in esports. What’s your approach to creating collaborations with the staying power of Telekom, Mercedes, SanDisk, and REWE?
Our focus has always been on shared purpose and sustainable collaboration rather than short-term visibility. We co-create long-term formats and tournaments that hold real meaning for both sides. What drives us is a shared vision to strengthen and improve the esports industry, especially around diversity and inclusion. Every partnership is built on authenticity, mutual respect, and a genuine commitment to creating lasting impact.
Take us back to the beginning: how did these long-term partnerships first come to life, and what made them click?
Clearly, Deutsche Telekom, Mercedes-Benz, and REWE support us not only as sponsoring partners. Together with 1. FC Köln, they have also joined us as shareholders. They are contributing their extensive corporate expertise while helping us create remarkable community experiences.Throughout the years, we have built trust with several partners and shareholders through numerous channels. We ensure that our partners are not merely a means to an end for our activities. They become an integral part of our team communication, designs, meaningfully contributing to each project.
Longevity in esports partnerships is rare. What has allowed you to keep these collaborations thriving over so many years?
Everything we do is based on genuinely driven creativity and trust. We make sure we understand what really matters to each partner and create natural connections that feel organic and meaningful. Transparent communication between us is an essential key here. It keeps the partnership flexible, personal, and built to last.
Looking back, which activations with Telekom, Mercedes, WD_BLACK powered by SanDisk, or REWE stand out as milestones for SK Gaming?
For example, the Magenta eTrophy is by far the most well-known corporate sponsored community tournament in the German-speaking region, which we first launched at gamescom 2019. This year, we are looking forward to the 26th edition, where we team up fans with their favourite streamers. For the past three years, our partners have joined us at Gamescom, where we’ve showcased our joint booth in the heart of the gaming community. We are especially proud of the growth of our space, expanding from 240 sqm in 2023 to around 720 sqm in 2025. This expansion reflects the strong trust our partners place in us and allows us to create unforgettable experiences for partners, talents, and fans alike.
The “Luxury meets esports” activations with Mercedes-Benz—from showcasing the brand alongside SK Gaming at global events to storytelling campaigns built around performance, teamwork, and innovation—have been a standout. How did those activations come together, and what impact did they create?
Through tournaments, live events, and storytelling campaigns, we helped Mercedes-Benz strengthen its presence in gaming culture and build genuine awareness among our generation of fans. Esports allowed the brand to connect on a more emotional and relatable level beyond traditional advertising, turning engagement into long-term brand affinity. Examples for this include the eJunior Cup (EAFC) and the Mercedes-Benz LoL Worlds Viewing Party in Berlin.
Over the last two years, what would you highlight as SK Gaming’s greatest successes on both the competitive and commercial side?
We’ve truly excelled in mobile gaming: our Brawl Stars team is consistently ranked among the top in the world and is heading back to the World Championship, aiming for the title, while in Clash Royale we represent three of the four most-watched streamers in Germany, with xopxsam also competing on the world stage. On the FPS side, our Valorant female team marks a return to our roots. Founded last year, they have secured 3 out of 3 splits as champions at Equal Esports Queens this year. In League of Legends, winning the Prime League remains a proud milestone for us, even amid fierce competition.
Is there a recent campaign or activation that you feel perfectly captured SK Gaming’s brand identity and the strength of your partnerships?
The Subway x SSIO campaign is a unique example. It was a bold crossover between gaming representatives, a global brand, and a controversial German rap artist, surprising various online target groups on social media and VOD platforms. The campaign generated massive organic engagement, perfectly showcasing the creative and unconventional side of SK Gaming’s partnerships. Building on this success, we are now planning Subway’s TV commercial for 2026, marking another milestone for us.
From Telekom’s innovation projects to Mercedes’ global visibility, your activations span very different worlds. How do you tailor each partnership to deliver impact?
Every collaboration begins with an open conversation. We listen first and try to understand what truly matters to the partner. We also see it as our responsibility to advise partners honestly, using our expertise and deep understanding of our audiences, rather than simply taking on a task without second guessing. Once goals are aligned, we build activations that are authentic and relevant to the audience. Each partnership speaks its own language but still reflects SK Gaming’s core values. That’s what makes it all feel consistent and believable.
How do you ensure your activations resonate with fans while also delivering measurable results for partners?
It starts with understanding what the community truly cares about. Ideas are developed and discussed collaboratively within our team and with our content creators before being brought to life. We continuously use real feedback to refine and evolve our formats. Authenticity comes first; data naturally follows once the creative foundation is strong. When fans genuinely connect with what we do, the numbers always reflect that.
Shikenso’s analytics bring precision to measuring impact. Can you share an example where our data helped you optimize an activation or demonstrate clear ROI to a partner?
Shikenso provides reliable measurement of exposure and brand impact. By tracking brand visibility across live events and content, we can identify what drives results and what needs adjustment. These insights foster our strategy with partners, helping us achieve campaign goals more effectively. It’s about learning where to improve and how to evolve. That clarity is what makes the partnership with Shikenso so valuable.
“SK Gaming has always stood for excellence and innovation — values we share with our partners. Data helps us honor our legacy while continuing to evolve and lead the next chapter of esports.” says Head of Partnerships at SK Gaming, Hauke-Henning Horst.
Many of your long-term partners are brands from outside the esports world. How do you use data-driven storytelling to prove the unique value of esports activations for them?
Many of our partners have been part of SK for years and understand esports the same way we live it. For new brands, we take the time to introduce them to our world and learn about theirs. We start with smaller activations to discover what resonates for the brand, for SK, and for the community. Transparent communication and data-driven insights guide that process. Over time, it helps campaigns grow naturally and feel genuinely authentic.
Looking ahead, what excites you most about the future of SK Gaming’s partnerships—and how do you see Shikenso supporting even bolder activations in the years to come?
We’ll continue to strengthen our long-standing partnerships through trust and transparency. Shikenso’s analytics help us measure activations precisely and keep every discussion fact-based. We’re also excited to bring new industries and brands into esports and share the fascination that millions already feel. Even with all our experience, we sometimes get things wrong. That’s where Shikenso helps us see clearly, with data, if an activation truly worked or if it needs adjustments. Ultimately, we’re driven by the same passion that got us here. And right now, we’re especially proud of Sam, who will represent SK Gaming and our partners at the CRL World Finals in Atlanta.
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