Surekha Ragavan
Dec 13, 2018

Jumping on the esports bandwagon

A lesson from AirAsia in engaging with the gaming community.

In the Asia-Pacific region, esports events have blown up so quickly and surely that brands are scrambling to get on board despite limited knowledge of the industry. But low-cost airline AirAsia has managed to avoid that route by putting in due diligencethanks to plenty of research and an average employee demographic of 25-year-olds.

Head of esports at AirAsia, Allan Phang, said the one advice he would give to non-endemic brands is to...

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