Marketing Featured East Asia

TUMI unveils collab with Razer for esports-inspired collection

Hong Kong – International travel and lifestyle brand TUMI has collaborated with well-renowned gaming brand Razer this spring to reimagine TUMI bestsellers as limited-edition gaming gear. The collaboration combines leverages TUMI’s design and innovation with Razer’s iconic aesthetic and branding, which is well recognized in the global gaming and esports communities.

Deepening TUMI’s footing in the esports industry, four highly anticipated, co-branded styles will drop June 3rd across its markets.Each piece is co-branded with Razer’s triple-headed snake logo and signature green accents, blended with TUMI DNA. 

The take-everywhere Laptop Cover 15″ securely carries a gamer’s most prized possession while the Bozeman Sling is the ultimate grab-and-go bag for stashing cords, portable gaming gear and more. Equipped with a padded laptop pocket, the Finch Backpack is designed to carry heavy-duty gear. Gamers can also slip the Add-A-Bag sleeve over the handle of the International Expandable 4 Wheeled Carry-On Luggage for a complete travel kit.

Instantly recognizable as TUMI, the case features the beloved 19 Degree contours. Its shell and lining are both made with recycled materials, spotlighting both TUMI and Razer’s commitment to sustainability. Plus, it has a USB-C port to keep global citizens powered on their journeys.Only 1,337 units of each style from this limited collection will be released around the world. “1337” or “LEET” short for “elite,” was specifically chosen as gamers and esports athletes use this to signal the most skilled gamers.

TUMI’s Creative Director, Victor Sanz, shared, “We have fully embraced our esports category with the Razer partnership. We are looking to deliver new and exciting products that are truly in line with the attitude and passion of their gaming community.” 

“Their lifestyle is something that runs parallel to how we generate our products and how we are truly focused on all aspects of our customer’s lives, looking to ensure that only the best is in their hands for them to achieve their goals,” Sanz adds.

The two brands not only collaborated on the collection, but also on a forward-thinking, futuristic campaign concept that brings the capsule to life. The motion-packed video is set in the metaverse and pays tribute to the determination of gamers to carry their team to victory with the slogan, ‘Carry Hard’.

Meanwhile, Addie Tan, associate director of business development at Razer, commented, “We are thrilled to partner with TUMI to bring this exclusive collection to our gaming community. We know that our fans lead active lifestyles and sometimes have to carry their valuable battle stations with them while they are on the go. So, we wanted to arm them with high-quality travel gear, offering them a balance of versatility and functionality so that they can keep winning, even on the go.”

The TUMI | Razer limited-edition capsule will be available at Select TUMI stores globally, TUMI.COM,, Select Razer China Stores, and select specialty retailers such as TMall and JD (China).

Platforms Featured South Asia forges exclusive deal with World Cricket Championship to integrate in-game ads

Mumbai, India – In-game advertising platform has forged an exclusive deal with the newest installment of the World Cricket Championship (WCC) 2 game franchise in order to bring its in-game advertising solutions in the game, done through the game developer Next Wave Multimedia, a subsidiary of gaming company Nazara.

Through the exclusive deal, Next Wave Multimedia will leverage as its advertising platform of choice as it provides game studios with a monetization method targeted at enhancing the stadium ambiance to further replicate a live real-world match. 

Furthermore, the blended advertising format that the collaboration brings will help advertisers reach their audiences in a seamless manner, without disrupting user experience, while integrating a brand’s message in the game’s environment.

In addition to providing native ad placements with blended in-game banner ads across the game on Android and iOS devices, will provide WCC2 with ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection in partnership with industry leaders such as Moat, Comscore, Kantar, and Nielsen. 

“We are glad to be able to bring more value to brands. We believe this collaboration will help us serve users and advertisers better by taking gaming and digital advertising a notch higher for enhanced experience,” said Next Wave Multimedia Co-Founder and CEO P.R. Rajendran

Meanwhile,’s CEO and co-founder, Itamar Benedy, remarked, “Every region is seeing a growth in gaming, and advertisers realize that in-game ads can help them connect with a once-elusive audience. We are thrilled to partner with such a well-established studio and help them achieve their goals while opening up the in-game advertising market for advertisers across India.”

As’s newest deal entails a larger presence in the Indian subcontinent, its clientele base will have greater exposure, including the APAC arm of ad platform AdColony, to which they signed a deal last year.

“Gaming has transformed from an underground pastime to mainstream entertainment, and it is rivaling the reach of social media. Advertisers need to take note of this and treat gaming as an equal if not a more effective channel for communicating with consumers. Placing in-game ads in games like WCC 2 will allow advertisers to reach their desired audiences,” Amit Rathi, AdColony’s Country Manager for India.

The recent exclusive deal of comes right after its recently concluded US$9M funding for global expansion, with the help of various venture capital groups such as BITKRAFT, Sony Innovation Fund and other angel investors.

Platforms Featured Southeast Asia

Pesta Game, MY’s first-ever ‘virtual sports day’, to be hosted by YouTube

Kuala Lumpur, Malaysia – The Malaysian arm of streaming platform giant YouTube is hosting the Pesta Game 2021, a first ‘Hari Sukan’ or sport’s day hosted within a virtual platform. 

The event is a direct inspiration from last year’s status of the online gaming community, as the YouTube gaming community has garnered over 100 billion watch time hours clocked across a whopping 40 million active gaming channels worldwide.

Players will come from Malaysia’s YouTube top content creators and with participation from the YouTube audience, and will be supported by partnerships with esports portal MyGameOn and video game entertainment site IGN Southeast Asia. The event will feature games, including puzzle game ‘Keep Talking, Nobody Explodes’, multiplayer royale games ‘Valorant’ and ‘PlayerUnknown’s Battlegrounds (PUBG)’, and soccer video game FIFA 2021.

“Gaming has always been an important part of the Malaysian YouTube community, and there’s certainly no better time to game than the present. Pesta Game allows us to get together safely from the comfort of our homes and be immersively entertained by countless gaming live streams featuring Malaysia’s favorite Creators on YouTube across mobile devices, desktops, and connected TVs,” said Ben Jern, head of YouTube Malaysia.

The event also sees a partnership with fast-food chain KFC and with Samsung A51 | A71.

“We are thrilled to be part of an event that celebrates the community of e-sports talents we have in Malaysia, while supporting the importance of gaming as a sport. We are committed to making an awesome gaming experience accessible while ensuring seamless connectivity and performance through the Galaxy A series, and with events such as this, can meaningful innovation be realized,” Edward Han, president of Samsung Malaysia Electronics commented.

A spokesperson for KFC said, “KFC is excited to partner with Google for Malaysia’s 1st virtual ‘Hari Sukan’. As the nation’s favorite fried chicken, KFC is happy to level up Pesta Game with freshly made and delicious KFC – perfect for this innovative, vibrant and energetic event! With all the happenings around the country, Pesta Game presents a perfect outlet for YouTube creators and audience to have fun, enjoy great food, and simultaneously connect with each other virtually and safely.”

The Pesta Games will be livestreamed January 30th and 31st and in Bahasa Malaysia across some of Malaysia’s biggest YouTube channels, from Media Prima’s Drama Sangat, NTV7, TV3, and TV9 channels, to individual channels of creators participating in the games: Athisha Khan, Dumpling Soda, Fuzz Channel, Isaac Osman, Syedot ASMR, and Wiser MY.