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Nayeemul Islam
Junior Content Marketer
Insights / 3 Min.
In esports, logos fade but conversations last. A brand mention during a clutch play or viral clip can drive loyalty on another level. In a world where gamers value authenticity over advertising, getting mentioned beats just getting seen. Here’s why the smartest brands in esports are chasing mentions, not impressions.
Brand mentions in esports are any verbal, written, or visual references to a brand during esports content - whether it’s a live match, a streamer’s broadcast, a post-match interview, or even a casual social media post. Unlike traditional advertisements, mentions often feel more organic, coming naturally from players, casters, or creators that fans trust.
During a Valorant stream, a player from Team Liquid casually shouts, “Let’s win this for Monster Energy!” while holding up a can. That spontaneous shoutout creates an authentic connection between the brand, the player, and thousands of viewers - making it far more memorable than a static logo on the stream overlay.
In esports, brand mentions don't stay in one lane - they explode across Twitch streams, TikTok clips, YouTube highlights, and team socials. They sneak into post-match interviews, backstage videos, and even fan meetups. Anywhere players talk, post, or play, there’s a chance for brands to get a shoutout. For brands that want the full picture, tracking mentions across all these fast-moving platforms isn’t optional - it’s essential. But it’s not just brand mentions that can be tracked – you can now capture fan chatter reactions with Shikenso.
For esports teams, brand mentions aren’t just a byproduct - they’re a strategic asset. By encouraging organic shoutouts and weaving sponsors naturally into content, teams can add real value to partnerships without compromising authenticity. With the right analytics tools - like those offered by Shikenso - teams can not only prove the impact of these mentions but also highlight the effort behind them. From identifying top-performing players and content formats to spotting new integration opportunities, data helps teams fine-tune their approach and deliver brand experiences that feel genuine, memorable, and measurable.
Brand mentions play a crucial role in elevating sponsorship ROI by driving deeper engagement, increasing recall, and boosting authenticity. Unlike passive logo placements, mentions are dynamic and often embedded in moments that fans actually remember - think post-clutch interviews, in-game callouts, or behind-the-scenes content. These interactions create emotional resonance, which in turn drives brand preference and conversion.
Here at Shikenso Analytics, we quantify this value using AI-powered tools that track brand exposure across video, audio, and social content. By analyzing when, where, and how often a brand is mentioned - and pairing that with audience reach, sentiment, and context - Shikenso translates exposure into measurable media value, allowing brands to see the true business impact of every mention.
In esports, it’s not just about being seen - it’s about being remembered. Brand mentions may fly by in a stream or clip, but when they feel genuine, they stick with fans in a way logos never could. The most valuable sponsorships aren’t the loudest ones - they’re the ones that spark real conversations. So next time you watch a match or scroll past a stream, ask yourself: which brands are people actually talking about?
