Dubai headquartered esports organisation Galaxy Racer has named Allan Phang (pictured) as CMO to lead the development of strategic marketing plans to establish its brand presence globally. These include marketing initiatives from social media and digital campaigns to advertising, partnerships, and creative projects. Phang told A+M that he wanted to join Galaxy Racer as he was excited about the company's overall global expansion plans and vision. "I will bring over best practices from both my corporate and startup experience into this new role," he added.
Phang recently stepped down as regional head of marketing and PR at EVOS Esports. He told A+M previously that it has been a rewarding one year with EVOS Esports and he learnt so much about connecting with brands, especially non-endemic ones. Before EVOS Esports, Phang was with AirAsia where he last oversaw the airline's esports plans.
Galaxy Racer was founded in 2019 with 11 esports teams in League of Legends, Dota 2, CS:GO, Fortnite, PUBG Mobile and Free Fire. According to the company, it has over 60 male and female esports athletes from 22 countries, with over 20 content creators across Southeast Asia and Middle East North Africa. The company said it has over 160 million followers and generates over a billion monthly views.
Despite being a young organisation, Galaxy Racer has entered into partnerships with several companies. They include gaming peripherals firm Techxhub, eLaLiga's eLaLiga Santander Fan Cup, as well as an upcoming partnership with an English Premier League footballer which will be announced in the coming weeks, Phang told A+M.
"The esports and gaming world is a sunrise industry and I believe Galaxy Racer is on the right path to be a market leader in this space with their integrated 360 approach focusing on content and lifestyle, as brands and marketers begin to understand the true value of esports and gaming in connecting with the hard-to-reach demographics of Millennials, Gen Z digital natives and Gen Alphas," Phang said.
Meanwhile, CEO of Galaxy Racer, Paul Roy, said Phang is a highly-experienced business leader with a proven track record, including his vast knowledge and network in the esports ecosystem, which we value immensely. "As Galaxy Racer evolves into a lifestyle brand, I am confident with his cross-cultural leadership qualities, passion for innovative marketing and forward-thinking mindset, he will be able to take us to the next level as we aggressively continue our global expansion across continents," he added.
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