Astro’s e-sports and gaming entertainment network, eGG Network, has partnered with e-sports event producer PGL and content distribution platform Imba TV to launch “The Kuala Lumpur Major”.
According to eGG Network, this is the first major status tournament for the Dota Pro Circuit 2018/2019 season. The Kuala Lumpur Major, which will be held from 16 to 18 November at Axiata Arena, is supported by the Ministry of Youth & Sports and National Sports Council of Malaysia. The event’s partners include Secretlab, Thermaltake, Astro, ERA, Hitz, and GoXuan. Meanwhile, its list of sponsors comprise U Mobile, HyperX, KFC, and Acer Predator. The tournament will see 16 international professional teams battling it out for a total prize pool of US$1 million.
In a statement to A+M, Lee Choong Khay, chief of sports, Astro said the event strives to stimulate the growth of the e-sports industry, which in return will amplify the growth of Astro’s investments in e-sports. The event will also align with eGG Network’s aspirations to grow the e-sports industry, and to ultimately make Malaysia an e-sports hub. Furthermore, Astro hopes this event to be a regional e-sports case study, and to have more non-endemic brands grow to invest in e-sports.
Lee added that the main pillar of its promotional efforts will be driven with a global community campaign via social media platforms. Regionally, Astro will leverage on its partner’s networks while locally the company will run on-air promotions via Astro media platforms, and OOH campaigns. Astro are also expecting to see its sponsors and partners leveraging on “The Kuala Lumpur Major” to execute its own promotional campaigns.
“eGG Network wants to develop a vibrant esports ecosystem for gamers in Malaysia and the region. Our talent and production team will work alongside PGL and Imba TV to bring the best live e-sports viewing experience at Axiata Arena as well as coverage on eGG Network’s social platforms,” Lee said.
Meanwhile, YB Syed Saddiq Syed Abdul Rahman, Malaysia Youth and Sports Minister, said Malaysia has the potential to be the region’s e-sports hub because of of the passion its youths have for e-sports. He added that the number of e-sports enthusiasts in Southeast Asia are expected to double to 19.8 million in 2019, from 9.5 million in 2016.
“Therefore, holding an international tournament such as ‘The Kuala Lumpur Major’ is significant as it provides opportunities for our e-sports industry to be on par with the global best,” he said. He added that the Ministry looks forward to closer cooperation with e-sports organisations to accelerate the development of e-sports in Malaysia. Syed Saddiq said this is crucial as e-sports would become a competitive sport at the 2022 Asian Games.
According to the “Global Games Market Report” by Newzoo, Malaysia is ranked 21st in the world in terms of e-commerce game revenue, which is estimated to be US$654 million.
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