British organisation Excel Esports has established a strategic partnership with analytics firm Newzoo.

The collaboration will allow both Excel and Newzoo to better “understand the different aspects of esports in various markets” and encourage growth.

Remer Rietkerk, Head of Esports for Newzoo, commented on the partnership in a release: “We’re thrilled to be partnering with Excel Esports. Born as a passion project of Kieran and Joel Holmes-Darby, it’s been great to see Excel’s ascendancy over the past year into a leading light in both British and European esports.

“Their model of having a deep local market identity—as well as a strong regional presence—is a fresh approach to building an esports organization, and we look forward to working with them to continue growing the scene both regionally and globally. Importantly, and as always, our partnerships are fundamental to our continuous effort to improve accuracy in reporting.”

Newzoo’s list of partners also includes Newbee,  Team Liquid, Ninjas in Pyjamas, DetonatioN Gaming, and Astralis Group. The analytics firm recently launched its own analytics platform, which features an assortment of actionable games and esports data in one destination.

Robin McCammon, CCO of Excel Esports, spoke to partnering with Newzoo and the organisation’s emphasis on data: “Excel Esports’ strategic decision-making has always been rooted in our deep understanding of the esports industry. Our partnership with Newzoo will enable us to continue to field our data-driven approach to building and growing our communities, not only in the UK but also around the world. Understanding and analysing where the esports industry is heading is key in recognising our global vision.”

Excel Esports has undergone an expansion of sorts in recent months, hiring Wouter Sleijffers as its CEO, McCammon as its CCO, and Milly Preston as its Heads of Marketing. The organisation partnered with multinational telecommunications company BT in January.

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