Shikenso is proud to collaborate with some of the most ambitious organizations in global esports — working with forward-thinking teams and innovators who are shaping the future of competitive entertainment.
In this “More than Data” edition, Christian Chmiel, COO of Berlin International Gaming (BIG), shares how the German organisation leverages performance, innovation, and data to power its pursuit of excellence, measurable impact, and lasting value for fans and brands worldwide.
BIG has become one of Europe’s most recognized esports organizations. What defining moments or turning points have shaped your rise from a national contender to a global force?
Even though this was before my time at BIG, the legendary final run at IEM Cologne2018 was certainly one of the most defining moments in our history. We had already celebrated other achievements before, but that event reignited a sense of pride within the German esports community that many had been longing for. It showed that a German team could once again compete at the very top level internationally – and that was a milestone for both BIG and German esports as a whole.
Looking back at your journey, what would you say were the biggest challenges in building an organization that consistently competes at the top level across multiple titles?
The biggest challenge has been creating structures that allow us to perform sustainably – both on and off the server.It’s not just about short-term success but about building a long-term foundation. That means having the right people, the right mindset, and a strong ecosystem that supports growth and consistency. We’ve invested heavily in our infrastructure, our performance staff, and player development to ensure thatBIG can stay competitive across multiple games for years to come.
Your CS2 roster once held the #1 world ranking.What does that achievement mean to BIG as an organization, and how do you sustain that level of competitiveness in such a fast-evolving scene?
That was a truly special moment for all of us – the reward for countless hours of hard work. It proved that a German organization can compete with the world’s best. To maintain that level, we provide our teams with everything they need to perform: from a 1,200 sqm training facility in Berlin to a dedicated coaching and performance staff. We believe in continuous improvement, data-driven preparation, and a professional environment that lets our players focus purely on performance.
Performance and precision are part of BIG’s DNA. How do those core values influence everything from training methodology to long-term strategic planning?
Performance and precision define how we think and operate. From structured daily routines to long-term planning, we focus on details and on creating an environment that allows for constant optimization. This mindset also drives our strategic approach — we prioritize quality, professionalism, and consistency over short-term hype. That’s how we ensure BIG remains one of Europe’s most respected and reliable esports organizations.
Esports success goes beyond results. How does BIG balance the pursuit of trophies with building a sustainable culture, developing young talent, and maintaining player wellbeing?
We’re convinced that sustainable success comes from investing in people and culture.Our academy and youth programs are key pillars — we give young players the opportunity to grow in a professional structure and environment. A great example is our Philips OneBlade activation at Gamescom, where the most talented community players won a professional bootcamp at our Berlin headquarters to earn a spot in our youth program.
We also focus strongly on wellbeing — mental, physical, and emotional. Our performance coaches ensure players are supported holistically, not just as competitors but as people.
BIG has built a passionate fan base acrossGermany and beyond. What makes your community unique, and how do you keep that connection authentic as the organization grows internationally?
Our community is at the heart of BIG. Many fans have been with us since day one and feel deeply connected to our mission to represent German esports globally.
We try to give something back wherever we can. For example, through our partners we’ve sent fan groups to support our teams live at major international events — such as a trip to Lisbon for a BLAST event, and in November 2025, Four 20 Pharma and GreenMedical will sponsor 15 fans from our “RoaringBears” fan club to travel to the ESL Impact Finals in Stockholm.
And, of course, our annual BIG Overtime event at IEM Cologne has become legendary — a celebration where fans, players, and personalities from across the scene come together to celebrate esports and our shared passion.
Community engagement today goes far beyond social media. What new ways are you exploring to bring fans closer to your players and brand experience?
We want fans to experience BIG up close — not just online but in person. From bootcamps and fan trips to community events at our headquarters, we aim to create meaningful, shared experiences. These activations connect fans directly with our players and partners, strengthening the sense of belonging that defines BIG. Every project is about bringing people together and celebrating the community spirit that drives esports forward.
Partnerships have played a major role in BIG’s growth. What qualities do you look for in a brand partner, and how do you ensure each collaboration delivers mutual value?
We look for partners that share our values and our vision for authenticity. A good partnership isn’t just about visibility — it’s about shared storytelling, engagement, and creating something valuable for both sides.
Thanks to our strong partnerships and marketing team, we’ve been able to design activations that not only resonate with fans but also generate measurable success. Transparency, creativity, and collaboration are at the core of how we work with brands.
You’ve worked with both endemic and non-endemic brands. How do those relationships differ, and what does BIG do to help partners truly understand and connect with the esports audience?
Endemic brands often understand the audience right away, while non-endemic ones benefit from our insights into the culture, tone, and behavior of esports communities.We help brands build authentic campaigns that speak the language of our fans.The best results happen when the brand and the audience connect emotionally —when it doesn’t feel like advertising but like genuine participation in the scene.
Data and transparency are becoming central to sponsorship strategy. How has partnering with Shikenso helped you measure, optimize, and communicate the impact of your partnerships?
Shikenso has become an indispensable partner for us. Their tools give us clear KPIs —especially the Media Value, which is a key metric in evaluating and comparing campaign performance.
They also play an important role in partner acquisition and management, helping us demonstrate the true impact of our activities with solid data. This transparency not only strengthens our existing relationships but also makes new partnerships possible. Shikenso’s analytics have truly elevated how we communicate value to our partners.
"Shikenso’s analytics give us the clarity and precision we need to prove partnership impact. Their data strengthens our storytelling, elevates our pitches, and gives brands total confidence in what we deliver." says COO of BIG, Christian Chmiel.
You’ve just signed a new partnership with Levlup. Which impact did sponsorship data provided by Shikenso have on securing this deal?
Shikenso played an important role in supporting our partnership discussions with LevlUp. Thanks to their data-driven insights, we’re able to precisely identify which of our campaigns and placements deliver the strongest reach and engagement. This allows us to design tailor-made partnership packages that perfectly match each brand’s goals and audience needs.
For LevlUp, this meant we could clearly demonstrate the potential impact of their involvement with BIG — not just in terms of visibility, but also in terms of measurable brand value. The reliable data provided by Shikenso gives both us and our partners the confidence to build long-term, results-oriented collaborations.
Beyond measurement, how do you see data shaping the future of decision-making in esports — both from a performance and a commercial perspective?
Data already plays a critical role in everything we do. From player performance analysis to marketing evaluation, it helps us make smarter, faster, and more transparent decisions. On the performance side, it helps tailor training and optimize preparation. On the commercial side, it proves ROI and supports strategic planning. In the future, I believe data will continue to bridge the gap between competition, business, and storytelling in esports.
Looking ahead, what are BIG’s ambitions for the coming years — competitively, commercially, and as a brand shaping the next chapter of European esports?
Competitively, our goal remains the same — to consistently compete at the highest international level and bring pride to German esports. Commercially, we’re focused on sustainable growth through long-term partnerships and innovative activations that engage both fans and brands.
As a brand, we want to continue setting standards — for professionalism, community connection, and authentic storytelling. BIG stands for quality, passion, and unity — and we’ll keep working to show what “esports made inGermany” truly means.
Related reads
Get new insights straight to your inbox
Don’t miss out on the insights that the press and media rave about!