Western Esports Teams Expand into Eastern Markets

Posted : 08 August 2024

The landscape of esports is highly diverse, with certain games gaining immense popularity in specific regions while remaining relatively unknown elsewhere. This regional variance has driven many Western esports organizations to expand their presence into markets like Southeast Asia, Korea, and China. South Korea is renowned for its deep-rooted esports culture, especially in games like StarCraft and the fighting game community (FGC).

China, on the other hand, boasts one of the most developed esports ecosystems globally, featuring numerous franchised leagues for games that are less familiar in the West. Southeast Asia stands out for its dominance in mobile esports, with titles such as Arena of Valor and Mobile Legends: Bang Bang leading the region.

The growth of global esports organizations has been further propelled by initiatives like the Esports World Cup Club Support Programme, which encourages teams to invest in new titles and enter emerging markets. Several prominent Western teams have recently ventured into the East.

For instance, Cloud9 has joined the Starcraft II scene by signing South Korean player Koh ‘GuMiho’ Byung-jae, while FaZe Clan has invested in PUBG Mobile in Southeast Asia, securing a position in the PUBG Mobile Super League.

Other Western teams have made significant moves in the East as well. Fnatic re-entered Overwatch and partnered with ONIC Esports for Mobile Legends: Bang Bang, showcasing their commitment to the region.

G2 Esports formed a partnership with China’s Invictus Gaming for Dota 2, and Team Vitality has expanded into India and Mobile Legends: Bang Bang. Meanwhile, Team Liquid acquired SEA-based teams STUN.GG to enhance their presence in the mobile esports market, and Ninjas in Pyjamas merged with ESV5 to enter the Chinese League of Legends Professional League (LPL) and Honor of Kings.

Several other organizations have also made notable investments. Alliance, for example, continues its presence in PUBG Mobile, while Wolves Esports, affiliated with the English football club Wolverhampton Wanderers, has teams competing in VALORANT, Call of Duty: Mobile, and Honor of Kings in China. These strategic expansions highlight the increasing global nature of esports, as Western teams seek to tap into the lucrative and growing markets of the East.

Western Esports Teams Expand into Eastern Markets

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