Brand in action: How Garena gets its game on with Southeast Asia’s brands | WARC | The Feed

Brand in action: How Garena gets its game on with Southeast Asia’s brands

The mobile gaming scene in Southeast Asia is growing exponentially due largely to COVID-19 and Singapore-headquartered game publisher Garena’s vice president of strategic partnerships Jason Ng discusses the importance of localising engagement efforts with gamers and how brand partnerships with games are evolving.

Key insights

• Garena’s efforts to engage new and existing users with fresh, creative and highly localised content have contributed to Free Fire being the most downloaded mobile game globally in 2020.
• The relationship between brands and games is becoming increasingly symbiotic as advertisers recognise how effective games can be as a platform for providing unique exposure.

Quote

“We have observed the relationship between brands and games becoming increasingly symbiotic. Over the past few years, advertisers have started to recognise how effective games can be as a platform for providing exposure that is not only very large and growing but, more importantly, is unique in being able to offer interactive engagement for their brands over an extended period of time.” – Jason Ng, VP strategic partners, Garena