PLG launches Flux to help brands enter gaming and e-sports space


Power League Gaming (PLG), a regional e-sports and gaming agency, has launched a new service called Flux. It said the move was in response to increasing demand from brands for lower cost base solutions to enter the gaming and e-sports space.

PLG builds branded gaming ecosystems, hosts on and offline esports tournaments and creates strategies to drive audiences to content via social media, influencer and paid for digital marketing campaigns.

Over the past 24 months, PLG says it has witnessed unprecedented growth from regional brands for building marketing campaigns and branded content to reach gaming and esports audiences.

The size of the MENA gaming market is projected to increase 19 per cent to more than $5 billion by 2025, from 2019, according to a report by Boston Consulting Group.

PLG says as audiences gravitate to this medium, SMEs and those with smaller budgets are looking for ways to reach them in strategic and engaging ways at affordable rates.

“Gaming and e-sports are fast becoming an essential part of the marketing mix as mass reach channels that provide highly engaged and loyal audiences,” it said.

“The average e-sports production and marketing campaign in the global industry costs in the range of $150,000 to $500,000 so can be out of reach for brands with smaller budgets”.

PLG Flux offers a lower touch solution that comprises a mix of branded content and toolkits, social media marketing, end to end community management and influencer marketing. Entry costs starting at $30,000.

PLG’s social and influencer marketing division (FLUX), has helped the Pizza Hut brand to acquire, engage and retain Arabic Gen Z and M gaming audiences.

PLG CEO Matthew Pickering added: “Entering the space at speed in meaningful ways is critical for clients to become and remain relevant to these communities as we move toward a Web 3.0 world”.