Esports marketplace yup.gg launches in Southeast Asia

 

An esports and content creator marketplace yup.gg has launched in Southeast Asia and Brazil in a bid to address the US$77 billion gaming and esports market in APAC and Latam. Backed by Kickstart Ventures and former Twitch founding member Jonathan Shipman, yup.gg is the brainchild of Twitch's former head of APAC Raiford C. Cockfield III (pictured centre), Nicholas Khoo (pictured right), and Tim Zhu (pictured left).

The yup.gg platform aims to provide end-to-end campaign management tools to aid brands in planning, executing, measuring and optimising marketing activity. The new player in the space has also entered into a number of non-exclusive partnerships with companies such as Branded, Globe Telecom and other regional partners. According to yup.gg, a number of agencies, esports teams and content creators based in Southeast Asia and Brazil have also signed up with the platform to monetise their offering.

yup.gg CEO's Cockfield said the company aims to create a home for passionate esports and game-loving content creators to find monetisation opportunities and be informed in the decisions they make to grow their careers, as well as help brands discover and work with creators.

"We saw the size and growth potential of the gaming and esports industry and looked for an experienced team with a truly scalable technical solution. With the founding team and marketplace approach, we believe yup.gg has a chance to be the first super app in Southeast Asia focused on gaming", said Kickstart Ventures president, Minette Navarrete.

The esports market is booming with opportunities and brands jumping to have a slice of it. Some of these brands include Singtel, Domino's, Maxis, Lenovo and many others. Most recently, Razer CEO Tan Min-Liang committed SG$10 million in funding over the next 12 months for gaming and esports activities in Singapore.The funding, according to Tan, aims to give back and do more for gaming in Singapore. It will be used to support esports teams in Singapore, as well as to invest in gaming or esports companies in Singapore or founded by Singaporeans.

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