BMW has made its first moves into the world of eSports here in the Middle East.
The German car marquis announced a new tournament, dubbed ‘Battle of the Gamers’. This will mark the first time that BMW has dipped its toe into eSports tournaments, here or otherwise.
The concept has three main elements, including tournaments, in-game coaching programmes and monthly gaming podcasts. Participation is open for residents across the GCC and Levant markets.
BMW has put up US$50,000 in prize money for the online-only tournament, that aims to bring the best gamers in the region together across three main games; DotA 2, FIFA and Fortnite.
The tournament has already kicked off, with the first DotA heats starting on May 14. Towards the end of the competition, select games will be broadcast along with commentary via live stream.
BMW is also helping casual players and pros get better that the chosen games, hosting online classes around various gaming topics. Lessons will include all-star coaches, pro-gamers, influencers and even game developers and analysts.
Battle of the Gamers will also include a series of videos and a podcast, involving organizers and participants from around the Middle East.
According to lars Nielson, BMW’s sales and marketing director, “As the eSports sector continues to expand and develop, we welcome this exciting addition to our array of marketing activities.”
“Despite the Middle East being the world’s fastest growing gaming market, e-Sports is still very much in a development stage. BMW Middle East intends to take the regional gaming ecosystem to the next level.”
BMW isn’t the first automaker to jump into eSports. Late last year Honda began sponsoring North American professionals Team Liquid.
Toyota currently has a deal with Activision Blizzard and its Overwatch Leafgue. Kia sponsored last year’s League of Legends European Championship. And Audi has formed a three-year partnership with Danish eSports company – RFRSH Entertainment.
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