Singapore – Insurance company FWD Group has appointed ONE Esports to drive the gaming and esports vertical of FWD’s flagship lifestyle app Omne, aiming to change the way the esports community feels about insurance.
The partnership will span across Indonesia, Japan, Thailand, and Vietnam, deepening FWD Group’s reach and engagement within the gaming and esports community in Asia.
Omne is a new mobile app by FWD Group that empowers individuals with a unique set of value propositions centred on personalised goal-based journeys to help bring the best out of them. The app is also designed to help people celebrate living and empower micro-habits for everyday success.
As part of the partnership, ONE Esports will run an integrated marketing campaign aimed at boosting awareness and promoting the download of Omne. The campaign will see collaborations with popular gaming personalities and promotional content that will be amplified through ONE Esports’ digital channels.
In addition, ONE Esports will also produce exclusive experiences and contribute gaming and esports content, such as articles and videos, to be hosted on the app. These experiences include interviews with professional esports athletes, as well as a mini content series that gets up close and personal with esports personalities.
Troy Barnes, group chief transformation officer at FWD Insurance, said, “Our flagship mobile app, Omne, reflects our vision of changing the way people feel about insurance by anticipating their lifestyle needs. Asia’s increasingly digital and mobile population is one of the fastest growing regions in terms of esports audiences – a clear sign that esports is pushing into the mainstream. We’re excited by the possibilities to scale up our partnership with ONE Esports and build brand affinity with the passionate esports community in Asia.”
Meanwhile, Carlos Alimurung, CEO at ONE Esports, commented, “ONE Esports and FWD launched a successful partnership last year, and we are thrilled to expand the scope this year. Working with them on their Omne app avails more opportunities for us to create better fan experiences and grow the esports ecosystem across Asia.”
He added, “It is great to see FWD, an internationally renowned brand, doubling down on its focus and investments in esports, and we are honoured to be the platform of choice for their efforts to deepen engagement with the community.”