Popular activity: Participants in the GR GT Cup Asia 2024. The car brand says the event helps share the excitement of motorsports with a wider community. – Toyota Motor Asia
Petaling Jaya: Advanced intrinsically by technology and accessibility, the esports market has grown by leaps and bounds over the last few years.
According to Fortune, the global segment was valued at over US$1.7bil last year and is expected to expand to over US$9bil by 2032.
Insights from GlobalData, a leading data and analytics company, revealed that in terms of global audience, esports could potentially reach over 318 million enthusiasts worldwide.
The rate of growth for fans in the Asia- Pacific region in particular proves to be an enticing prospect.
Unlike traditional sports, esports provides a straightforward pathway to develop stronger digital connections with younger audiences.
Statistics showed that six out of 10 Internet users watching esports are aged between 16 and 35 years old.
The average age of fans is 26 and although predominantly male skewed, the segment has shown that there is a growing female audience too.
Additionally, data from Statista revealed that in South-East Asia alone esports boasts a 40 million-strong audience. With the opportunity there to capture a lot of eyeballs, many brands are now using the gaming arena as a platform to engage and connect with this extremely fast growing fan base.
Brands like Toyota have been capitalising on the segment in several innovative ways.
In October in Kuala Lumpur the Japanese automotive giant hosted 15 of the region’s top emotorsports racers at the Gazoo Racing GR GT Cup Asia 2024.
According to Preston Tan, vice-president of Toyota Gazoo Racing Asia, the brand is excited to continue to push the boundaries of emotorsports in the region and sharing the excitement of motorsports with a wider community.
The GR GT Cup Asia is an online race that brings together the top gamers from each of the participating countries in Asia to pit their skills against each other.
“Platforms like the GR GT Cup provide an opportunity for talented racers to showcase their skills while also driving our mission of innovation and continuous improvement,” Tan said.
Mountain Dew is also looking to leverage of the growing esports fan base by partnering with mobile multiplayer online battle arena (MOBA) Honor of Kings for the brand’s upcoming Dew Challenge.
The beverage brand’s collaboration with the world’s most-played MOBA game was another demonstration of Mountain Dew’s strategic engagement with esports.
“Tapping into the fast-growing gaming community aligns seamlessly with our brand image of energy, excitement, and adventure,” explained Amy Gan, vice-president of marketing for beverage company Etika Sdn Bhd, distributor of Mountain Dew.
Last year, Mountain Dew partnered popular game PUBGM for its Dew Challenge and the brand was thrilled with the exposure and engagement it achieved. “The collaboration allowed us to connect with a broad gaming audience through a mix of exciting online and on-ground events, building a strong community around the Dew Challenge,” said Gan.
“As we look to the future, we continuously evaluate our partnerships to ensure they align with both our brand values and the evolving interests of our consumers. This year, Honor of Kings presents an exciting opportunity to engage with fans freshly and dynamically, tapping into the growing MOBA genre and creating new experiences for gamers across Malaysia.”
This, according to Gan, allows the Dew Challenge to go beyond traditional marketing by delivering an immersive experience that deepens Mountain Dew’s connection with a passionate audience in a dynamic, impactful way.
Like Mountain Dew, milk brand Goodday is also looking to engage with the esport community. The ready-to-drink (RTD) brand opened Malaysia’s first all-ages, inclusive esports gym, the Goodday Charge Arena in mid-October.
The new facility is also intended to facilitate a better understanding and acceptance for esports as a legitimate sport.
Located on the sixth floor within Quill City Mall, Kuala Lumpur, the 2,500 sq ft hub offers a diverse range of gaming set-ups designed to cater to gamer’s needs. It boast, amongst other things, state-of-the-art PC setups, console gaming, racing simulators, and mobile-game lounges.
The hub will host year-long contests and challenges offering gamers opportunities to compete and win prizes.
The opening of the arena is part of Goodday’s intent to establish itself as a champion for esports by creating an inclusive space for gamers of all ages.
“The collaboration seeks to not only promote healthy gaming practices but also to position Goodday as a key player in Malaysia’s rapidly growing esports industry,” added Gan.
“Through the Charge Arena, the brand hopes to strengthen its connection with both young and senior gamers, fostering community building, and showing that esports transcends age barriers. Additionally, it pro motes the brand’s Goodday Charge drink as a source of energy and nutrition for esports players.”
Gan said that esports fits perfectly with Goodday’s “charge for the athletes of today” narrative as it stands as a legitimate athletic endeavour in its own right. “As a brand, we recognise the physical and mental demands that come with competitive gaming, much like traditional sports,” she added.
