Key Facts about the IEM Cologne 2023

6th September 2023

Captivating insights from this years IEM Cologne 2023, exploring audience dynamics and the impact of strategic partnerships.

Key Facts on Sponsorships and Audiences on the IEM Cologne 2023 - Presented by Shikenso Analytics

Karsten Schonauer  

Karsten Schonauer
Creative Director


Key Insights from our Shikenso Esports Radar. Download a free copy of the IEM Cologne 2023 Report HERE.



IEM Cologne 2023, a stage for thrilling esports spectacles and captivating sponsorships, has ushered in a new era for the industry. Understanding the far-reaching impact of diverse formats and sponsorship tactics is paramount for sustained growth. In this comprehensive piece, we explore three remarkable dimensions encompassing sponsorship and audience engagement at the event, unveiling invaluable insights that illuminate the path forward.

Key Takeaways:

  • Gaules Captivates Brazil:

    Brazil's streaming sensation, Gaules, has propelled the nation to seize an astounding quarter of the viewership share and a substantial 10% slice of the total media value. This remarkable feat underscores the colossal impact co-streamers wield on major events, emphasizing their extraordinary contribution. A quarter of a nation's viewership stands as a testament to Gaules' magnetic allure and the pivotal role co-streamers play in shaping the esports landscape.

    Shikenso Analytics: VCT Americas 2023 Red Bull Clutch vs Prime Gaming Match Highlight Media Value Performance


  • Backwall Logos Reign Supreme:

    The enduring dominance of backwall logos in sponsorship arises from their unwavering visibility amid the heart-pounding esports action. Whether through player cameras capturing every pivotal moment or during insightful interviews, the backwall stands as a steadfast companion, fueling an astonishing 50-70% of brand partners' media value at IEM Cologne 2023. Their omnipresence throughout gameplay transforms these logos from mere sponsor assets into integral components of the esports spectacle, forging an enduring connection with the audience.

    Shikenso Analytics: VCT Americas 2023 Red Bull Clutch vs Prime Gaming Match Highlight Media Value Performance

  • Youth Takeover:

    IEM has emerged as the epicenter of youthful esports fandom, defying stereotypes. With a jaw-dropping median viewer age of 19.72 years, the future of CS:GO's community lies firmly in the hands of the young and passionate. This vibrant demographic surge reshapes the esports landscape, reaffirming that esports transcends generational boundaries.

    Shikenso Analytics: VCT Americs 2023 Viewership Demographics


The IEM Cologne 2023 has undoubtedly enriched our comprehension of esports sponsorships through diverse partnerships and unexpected viewer demographics. These insights are key to elevating sponsorship strategies. By remaining open to these revelations, stakeholders can seize emerging trends and unlock fresh opportunities in the ever-evolving world of esports.

For more data and insights on the event, download your free copy of the IEM Cologne 2023 Report HERE.



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