Tag: Razer

Recognising how the esports and gaming landscapes are becoming more dynamic, global gaming-centric consumer electronics company Razer has launched its new ‘Razer Creator Program’, and is designed to support a diverse range of creators, from budding streamers to established influencers. 

As the initiative rolls out globally, including in Asia-Pacific, we had the chance to speak exclusively with Hung Wei Goh, senior director for global community, influencers, and esports at Razer to better understand what this initiative will bring to APAC creators, and how Razer will continue to support creators in the region.

How ‘Razer Creator Program’ works for APAC

For Hung Wei, the ‘Razer Creator Program’ brings together the best of their content creator ecosystem, from hardware to services, to partnerships which serves to engage any interested individual looking on their content creator journey. 

“It is a transformation of the Razer Streamer Program, which has been well-received over the years. Beyond channel growth, we’re taking it to the next level with additional educational guides and engaging collaborations for creators of all sizes and experience, providing them with opportunities to collaborate, learn and earn,” he said.

A unique part of the initiative is its ‘Bounties’ offering, where different rewards are created to cater to the different skill sets of these creators. With this, budding creators will gain experience and be given opportunities to learn and grow whereas seasoned creators will be spotlighted by Razer and earmarked for further collaborations.

Moreover, he also added that within the program, all creators will also receive a unique affiliate link which they can share with their audiences. This allows them to earn a commission (up to 8%) whenever someone makes a purchase using their link. Moreover, all creators who sign up for the program will also be entitled to a one-time discount of 15% off Razer streaming products to further support their content creation journey.

“Going beyond solely content creation, we are also encouraging a closely-knit community where everyone can connect, collaborate, and level up together! We have a creator-exclusive Discord channel where content creators all around the world can come together via online events and even in-person meetups based on regions. Creators in the Asia-Pacific region can look forward to forging new and closer bonds with like-minded individuals around them,” he explained.

The program’s impact to APAC content creators

For Hung Wei, Razer has always been a community-first brand, and their ability to listen and work with our community has been integral to the success of their work. This brand vision has been at the centre of this new content creator program.

“We believe in forging a community where we can empower and give back to the creators of all levels who have been supporting the brand at every step of the way. For us to best understand the creator space, as well as their needs and challenges, we needed to centre our efforts with creator-centric initiatives like the Creator Program, where we offer them a platform for collaboration opportunities, direct line of communication for 2-way feedback, so we can improve our solutions for all other individuals looking to get a foot in the creator space.” he explained.

He also added that regional creators offer a unique diversity and what makes it special is the fusion of local culture that gives a unique edge to the content APAC creators provide – even as gaming is itself, a universal language.

“Ultimately, we desire to cultivate a diversified unification of all creators who are passionate about what they do, have a taste for gear and content, keeping in trend, and decisive on the things they set out to achieve. What’s important for us is that they are passionate about gaming and the content they put out,” he said. 

Hung Wei added, “After all, we live by the motto “For Gamers, By Gamers”. These creators would have a greater understanding and deeper connections with their audiences, allowing them to understand the needs and desires of their communities. This would bring about unique perspectives that only APAC creators can bring to the table.”

Entrusting a direct line with content creators

As Razer continues to grow the program, Hung Wei notes that creators who are on board can expect full regional and global support from the company, ensuring that there will be a direct line of communication between creators and the brand.

“We can focus more on helping these creators to elevate their content and following while fulfilling their passions for content creation. This would encompass more targeted focus of personal collaborations and mutually beneficial partnerships as we recognise the need to maintain a strong connection with the APAC content creators who are in the program,” he said.

Hung Wei concluded, “Looking to the future, we hope to be able to connect and collaborate with creatives around the world to bring the top-of-class UGC content that is uniquely Razer.” 

As the digital landscape continues to expand, Razer’s initiative will not only support individual growth but also foster a thriving community of innovative creators, making it a significant milestone for the APAC content creation industry.

Malaysia – Razer Inc.’s fintech arm, Razer Fintech, and its B2B payments unit, Razer Merchant Services (RMS), announced it has rebranded as Fiuu as the company aims to power future payments of merchants worldwide. 

The company’s dynamic rebranding includes a new single name, logo, and identity as Fiuu. This new identity underscores the brand’s commitment to their goal of providing innovative payment solutions to merchants worldwide.

Fiuu introduces a vibrant identity that reflects a playful and youthful spirit, symbolising agility and the brand’s dedication to growth. This cohesive brand image symbolises the company’s growth and preparedness to tackle future challenges and opportunities.

Additionally, Fiuu’s brand motto, ‘Powering Future Payments’, also encapsulates the company’s aim of providing cutting-edge solutions and reflects the dedication to fostering trust and reliability in every transaction. 

Fiuu will operate as a standalone subsidiary of Razer Inc. moving forward, with the aim of empowering both businesses and individuals with their evolving payment needs. 

With a user-centric approach and a focus on advanced, cutting-edge technology, the brand remains dedicated to delivering a seamless and intuitive payment experience that elevates the way transactions are conducted. Fiuu will also work to ensure that their offerings stay at the forefront of the digital payment landscape, staying true to their commitment to innovation and security. 

As part of the rebranding, the company will also have leadership changes. Eng Sheng Guan becomes the new chief executive officer, taking over from Lee Li Meng, who will now become the executive chairman of Fiuu. 

Under Lee’s guidance, Fiuu has undergone remarkable expansion, witnessing a doubling of revenues over the last four years and achieving profitability in its operations.

Now taking over Lee, Eng brings with him an extensive experience of more than 25 years in the payments industry and leadership. His vision and dedication align with Fiuu’s commitment to delivering top-notch solutions and services, heralding a new chapter of growth and innovation for the company. 

Speaking on the rebranding, Lee said, “Our rebrand goes beyond just a name change; it embodies our vision to power future payments. We strive to create seamless and empowering payment experiences that propel commerce into a new era. With Southeast Asia’s digital economy booming and projected revenue set to hit US$295 billion by 2025, our commitment to innovative payment solutions gains even greater significance.” 

Meanwhile, on the appointment, he added, “This rebranding exercise marks a significant milestone for the company, which has grown significantly over the past few years, and it allows the fintech business to continue its path independently from the Razer brand, which is gaming-focused. I am proud of the achievements of the team, and I trust Sheng Guan will be able to take the company to greater heights with the continued support of our merchants and scheme partners.”

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, Razer.com, Select Razer China Stores, and select specialty retailers such as TMall and JD (China).

Singapore – Luxury hotel Fairmont Singapore has partnered with Razer, the global lifestyle brand for gamers, to launch its first gamer-centric suites, creating a premier experience that will appeal to all gamers from amateurs to pros.

The new offering transforms three luxury suites into true gaming havens decked out with Razer’s peripherals, and paired with hospitality touches and amenities, letting guests engage in a range of immersive game genres, as well as explore a host of pampering lifestyle treats within the surrounds of the hotel.

For the Razer Gamer and Streamer Suite, the gaming den is a LAN experience with widescreen monitors and luminescent green LED light strips that will let guests feel like an esports pro about to enter their first-ever tournament. It is fitted with Razer peripherals and hardware, allowing ten players to come together IRL to finesse their games or pit their skills against one another.

Moreover, streamers can take over the streaming booth where they can choose to display graphics on the wall-mounted TVs, or for gaming communities to watch on Twitch while they narrate and commentate on the streams. The booth will be armed with Razer’s latest broadcaster line-up for an optimised streaming experience. 

Meanwhile, in the Razer Console Lounge, gamers can enjoy into the plush sofa and bean bags, jazzed up with the latest Xbox and PlayStation 5 consoles, along with Razer Wolverine V2 Chroma controllers. It also consists of dining and mini bar menus, from a selection of pizzas, burgers, charcuterie, and cheese, as well as assorted snacks and drinks that will be served right to any of the suites to enjoy. Accommodating up to six players, the suite is also perfect for intimate, casual gaming sessions amongst friends and families.

For the Razer Mercury Suite, the room is illuminated with fun, customisable colour-changing light panels that add flair to the 3v3 gaming set-up. This suite is a gamer and streamer’s paradise fitted with the latest Razer technology.

Fairmont Singapore’s luxury gaming suites are available to book now, and will open to the public on 24 May 2022 and will be available until April 2023. Play times are from 9:00 am to 11:00 pm SGT daily.

Marcus Hanna, the managing director of Fairmont Singapore and Swissôtel The Stamford, shared that they are pleased to partner with Razer, one of the most recognised and notable gaming lifestyle brands in the world, to introduce the ultimate gamer-centric experience marrying Fairmont Singapore’s thoughtful hospitality and Razer’s gaming innovation. 

“Building on our success of hosting last year’s ONE Esports Dota 2 Singapore Major, the launch of our luxury gaming suites is set to capture the gaming niche and diverse communities of players in a time when gaming has permeated the mainstream and become a ubiquitous form of fun and entertainment. At the heart of it, it also reflects our continued focus and commitment towards bringing unique experiences that appeal to the different passions and ages,” said Hanna.

Meanwhile, Flo Gutierrez, Razer’s director of global esports, commented that they are thrilled to bring to life a new way for esports enthusiasts to enjoy their best games and build incredible memories with their friends in a unique location like Fairmont Singapore.

“Esports has grown tremendously in popularity, becoming a familiar fixture in mainstream entertainment. And so, we have been working hand in hand with Fairmont Singapore’s team to create three unique suites made to offer phenomenal experiences to whoever enters them for a casual, hardcore, or competitive gaming experience,” said Guttierrez.

Singapore – Monsoon Digital, a blockchain-based trading platform, has announced a pre-seed investment from Razer, a global lifestyle brand for gamers. Through the funding, Monsoon’s soon-to-launch platform will feature licensed collectible NFTs as well as a marketplace where fans can buy, sell, and trade items from their collections. Monsoon’s NFT products will also be created on the environmentally friendly Flow blockchain.

Monsoon’s initial offerings will include a licensed digital collectible line based on CMON LTD’s worldwide board game series, Zombicide, so fans will be able to buy packs of collectibles, and then buy, sell, and trade individual items in Monsoon’s marketplace.

Carlos Pajares, Monsoon’s head of development, shared, “Razer’s investment is such a great fit for Monsoon. Our goal is to provide the most robust and easy-to-use NFT trading platform with truly unique and innovative features built right into the interface, and Razer’s involvement will help push Monsoon toward its greatest potential. We’re ready to hit the ground running.”

Because of how Razer connects its products with gamers worldwide it pairs perfectly with the mission of Monsoon, to cater to gamers and fans of collectibles and provide the best interactive environment where they can connect with other fans, build their collections, and trade or sell with other collectors.

Meanwhile, Lawrence Lin, director for blockchain at Raze, said that the partnership with Monsoon will allow Razer to gain more insights into the tabletop collectible NFT space. 

“We look forward to working closely with Monsoon to offer gamers more options to connect with the community,” Lin said.

Kuala Lumpur, Malaysia – Smartphone brand vivo in Malaysia has recently announced a special partnership with premiere gaming brands Razer and PlayerUnknown’s Battlegrounds (PUBG)  as they launch a brand-new smartphone series, vivo T1 series, with gaming at its heart.  

The tech company shared that the series model will be available in two colours, Turbo Black and Turbo Cyan. “Get. Set. Turbo!” is the official slogan accompanying the new T1 series, which conveys vivo Malaysia’s commitment to offering its gaming series to Malaysia soon. 

According to vivo, the partnership with Razer aims to deliver an ‘elevated gaming experience’  on a smartphone, while the tie-up with PUBG is slated to organise an upcoming campaign for Malaysians. 

Thailand – Asia’s esports organisation Ampverse has partnered with gaming brand Razer, aimed at enabling its Thai Arena of Valor team, Bacon Time, to continue its growth under the Team Razer Banner – an assembly of world-class esports teams and athletes that empowers the best players in the world and giving them the edge in competition. 

As part of the partnership, Team Razer will be equipping Bacon Time’s pro players and brand ambassadors with the gaming products in order to boost their overall gaming and streaming experience. It will also allow Team Razer to access Bacon Time’s pool of pro players, brand ambassadors, and content creators, and an always-on branding presence throughout the team’s official social channels. 

Moreover, the two organisations will work on the co-creation and co-branding of Bacon Time-branded Razer products including the launch of gaming chairs, mousepads, earbuds, mobile cases, and keyboards, amongst others. 

Ferdinand Gutierrez, Ampverse’s CEO, commented that they are thrilled to partner with Team Razer, a global brand not only known for its distinct product quality, but also one which resonates with the gaming and esports community.

“What I’m most excited about is being able to use our creativity and co-create products that will elevate and bring the best out of both brands, connecting real-life consumers with highly relevant products to suit their lifestyle,” said Gutierrez.

Meanwhile, Flo Gutierrez, Razer’s director of global esports, shared that Bacon Time has impressed them with not just their skills in-game, but also their rapport with their fans and the overall gaming community. 

“With an increased focus placed on Razer’s mobile esports in the region, this partnership with Bacon Time comes at an opportune time as we deepen our connection with our Thai community,” he said.