LGD Gaming and EHOME, two powerhouses of the Chinese competitive scene, have partnered with the Singaporean esports organization, EMERGE Esports, for one year. This collaboration is aimed at supporting the two Chinese teams in their professional journey, which includes the upcoming Dota 2 ONE Esports Singapore Major in LGD’s case. The organization “will be providing and managing growth opportunities for the teams and athletes onboard, which includes connecting and collaborating with brands in the region.” This is EMERGE’s second partnership, directed towards the growth of esports in Singapore and Southeast Asia, with professional teams after they had announced their collaboration with SEA organization, Bren Esports, in March 2021.
LGD Gaming and EHOME become EMERGE Esports clients
The partnership, as mentioned, is aimed towards the development of esports in SEA as it aims to pave a path for more prominent and international players to enter the scene.
Trinity Wu, LGD Gaming's Head of Overseas Marketing statement on the tie-up ahead of the Singapore Major stated,
“We are thrilled to be teaming up with Singapore’s EMERGE Esports. We believe with this partnership, LGD Gaming will be able to touch the hearts of more esports enthusiasts in the region, and ensure we continue our winning ways in tournaments to come. We are also looking forward to collaborating on creative contents and spearheading positive impact in the gaming scene in Southeast Asia”.
LGD Gaming’s Dota 2 team, PSG.LGD, had finished fourth in the recently concluded China 2021 DPC Season 1: Upper Division, securing a Major wild card spot. They will be seen in action from March 27, 2021, when the tournament kickstarts with its wild card matches.
Chief Executive Officer (CEO), Roy Kek, says that EMERGE Esports’ next step in the esports scene,
“is an affirmation on the growth of esports in Southeast Asia. Having these Asian powerhouses wanting to strengthen their position and reach in Singapore and Malaysia shows how much potential and influence these markets have when it comes to competitive gaming”.
Kek also mentions,
“With major tournaments springing back in action, the esports scene is gaining great momentum in terms of viewership and reach. The increasing audience and engagement rates has resulted in an influx of non-endemic brands entering the esports scene. We believe the current dynamic will enhance the teams’ and supporting brands’ positioning in the region”.
EMERGE Esports describes itself as an agency that aims to boost the growth of the esports ecosystem in Singapore and SEA by providing aspiring and existing esports talents with the tools and opportunity to succeed in the industry. Dota 2 pros including Dominik "Black^" Reitmeier and Benedict “hyhy” Lim have previously registered with the organization.
While the agency focuses mostly on content creation, talent and team management, it also advises onboarding brands on marketing strategies and innovative initiatives to best reach the esports masses in the region.