Kuala Lumpur:CelcomDigi has embarked on a strategic partnership with the Mobile Legends Bang Bang Professional League (MPL) Malaysia to capitalize on the growing popularity of esports among the country's younger generation. This collaboration aims to transform brand visibility into enhanced customer engagement and business growth.
According to BERNAMA News Agency, CelcomDigi's involvement with MPL Malaysia extends beyond conventional sponsorship. The telecommunications company is implementing a range of initiatives such as the CelcomDigi Dream Stage, championship trophy presentation, and Finals Most Valuable Player (FMVP) Belt. The company also sponsors the Selangor Red Giants (SRG) and has launched efforts like the People's Choice Award to strengthen its connection with the esports community.
May Ling Chan, Head of Brand and Marketing Services at CelcomDigi, explained that the decision to venture into esports was influenced by the increasing number of mobile gamers on the company's network. With a significant portion of its 20 million customers being youths, CelcomDigi seeks to maintain relevance by engaging with this demographic through esports. The company has been part of MPL Malaysia since Season 16, introducing commercial initiatives like in-game diamonds with prepaid SIM card purchases and player-themed SIM packs to drive customer transactions.
The positive response from gaming fans highlights the importance of engaging consumers through their interests, rather than relying solely on traditional product promotions. CelcomDigi has also contributed to talent development through the Future Pros Bootcamp with SRG, aiming to identify aspiring players and promote responsible gaming.
Deputy Youth and Sports Minister Mordi Bimol emphasized the importance of strategic public-private partnerships in ensuring the esports industry's sustainability. He acknowledged the commercial value of esports and its success in attracting private sector investment, which strengthens the industry's ecosystem.
Krystal Tan, Head of Markets (Esports) at MOONTON Games, noted that MPL Malaysia has evolved into a platform for brands to connect with younger audiences through shared experiences. This approach allows partners like CelcomDigi to engage with Generation Z more effectively, integrating into the gaming community instead of relying solely on conventional advertising methods.