Esports events took center stage at the recent Asia IR Expo in Macau, with panelists at the conference saying such activities have great power in attracting young travelers and driving Asia’s tech-advanced economy. I emphasized that there is.
A study conducted by researchers at the University of Macau found that China’s Generation Z is digitally connected, adept at multitasking, and prefers casino games, esports, and video games as well as lifestyle.
Hong Kong wants to host events such as e-sports and music festivals
Sean Chan, CEO of Hong Kong-based esports organization Talon Esports, said that with good connectivity within China and between China and surrounding regions, Hong Kong and Macau could become hubs for esports events and festivals. He said that it could be positioned as such.
However, Zhang said that in order to successfully market related events, understanding esports and video games is necessary because related events are part of fan culture and understanding the target audience can be difficult. He warned that we need the right people to help.
He mentioned Dreamhack, a US-based company known for its local area network (LAN) parties that blend esports and community interaction.
Jarrold Tham, co-founder and chief financial officer of Talon Esports, agrees that Asia has the potential to expand the esports event calendar.
He said, “Last September, the first international tournament was held in Singapore and it was a success. The $400 tickets were sold out and 20,000 people packed into the stadium. There are a lot of them. We even held an event in Bangkok last month,” Tam elaborated.
Any event (in different countries) has the potential to attract different demographics and fan bases, he said.
Talon Esports is working with tourism boards to grow esports events in Asia.
Dreamhack director Silvia Cristina Amaya said the company is working with regional experts, such as esports talent management groups, to better understand Asian audiences.
“This is a new market for us,” Amaya said.
Dreamhack expands into Asia with a two-day mobile gaming event in May 2023.
Hai Ng, co-founding partner of Neomancer, opined that esports is more than just a single event and requires strategies to keep people coming back, including engaging the community and building fans.
“Events just bring them here (the destination). It’s what happens around (them), such as local experiences and activities, that brings them back,” Ng said.
