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

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Marketing Featured Southeast Asia

Fairmont SG ties with Razer to launch new luxury gaming suites

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.

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Platforms Featured Southeast Asia

Blockchain trading platform Monsoon secures seed funding to launch new NFT Platform

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.

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Marketing Featured Southeast Asia

vivo Malaysia partners with Razer, PUBG for upcoming gaming-focused series

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. 

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Marketing Featured Southeast Asia

Ampverse, Razer partner to elevate Thai esports team Bacon Time under Team Razer Banner

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.