NIP and Shikenso Analytics enter three-year partnership

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The Swedish esports organisation will build on AI-analytics for insights on its performance.

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Frankfurt am Main (Germany), November 1^st 2023 - Ninjas in Pyjamas (NIP), the storied Swedish esports institution with a rich legacy, has entered a strategic alliance with Shikenso Analytics, a leading German IT company. Established in 2000 and steeped in the Counter-Strike tradition, NIP has been at the forefront of the esports arena since its inception, amassing a remarkable total of 57 Championship Trophies across various gaming titles.

Embracing their legacy, NIP is now pivoting its focus towards harnessing the cutting-edge AI tools offered by Shikenso. By capitalizing on Shikenso's exclusive platform, NIP is poised to oversee partnerships across an array of social channels and platforms. This innovative endeavor equips NIP with the essential resources to thoroughly evaluate and compare partner performance of esteemed partners such as e.g., Betway, FILA, ZiIlliqa and others.

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“Esports has been undergoing a radical change in maturity over these past years. Graduating from being an esports team of gamers into mainstream gaming brands, means a there's drastic need for modernising the infrastructure. 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 natural next step in building the core of what our current and future commercial offering will shape in to”, said Jonas Gundersen, Group COO at Ninjas in Pyjamas.

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“Our ongoing dedication to sponsorship insights drives our mission to establish an industry-wide standard for measuring media values. Establishing this partnership with one of the esports industry's most venerable organizations is a profound acknowledgment of our ongoing journey. Today, our data serves as the bedrock of NIP's sponsorship strategy, and we are eager to contribute our metrics and support to this esteemed organization”, said Arwin Fallah Shirazi, CEO & Co-Founder at Shikenso GmbH.

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About Shikenso

Shikenso® is an AI-powered analytics company redefining how sponsorship success is measured. By turning exposure into measurable impact, Shikenso equips brands, rights holders, clubs, and agencies with real-time, transparent insights across all media. From social and streaming to broadcast and beyond, our platform cuts through assumptions and delivers clear, data-backed value, so partners can see what works, act with confidence, and maximize performance.

Because ROI is a numbers game. So play it to win.

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About NIP Group

NIP Group is a comprehensive digital sports group with esports clubs as its core business, supported by diversified ventures including esports events and esports talent development.

As one of the largest esports groups in the world, NIP Group operates in China, Europe, and South America, and manages well-known esports brands eStar Gaming and Ninjas in Pyjamas, with around 40 million followers on social media platforms worldwide. The Group fields teams in mainstream games such as League of Legends, Glory of Kings, Counter-Strike: Global Offensive, Rainbow Six: Siege, VALORANT, etc. NIP Group has home courts in Wuhan and Shenzhen, as well as offices in Stockholm and São Paulo, and it has more than 100 professional esports players who have won numerous global professional esports competitions.

NIP Group drives the development of the entire esports and streaming ecosystem. It operates a diverse portfolio of brands, including MAG Studio and DragonV, both are leading event production and content providers in China. Likewise, Shinobi Studios offers content production and esports team management services to Western sports clubs looking to enter the space. Another brand, eStar Entertainment, a leading esports talent agency, has signed over 10,000 content creators on mainstream live broadcast platforms such as Douyu, Huya, and Douyin in China.

NIP Group is dedicated to its mission to create transformative esports experiences that entertain, inspire and connect fans all over the world and aims to become the most popular and valuable digital sports group in the world.

For more information please visit: https://nipg.com/