Boost for eSports South Africa as The Toyota Gaming Engine is launched

eSports South Africa The Toyota Gaming Engine TTGE
Image credit: Twitter/Toyota Gaming SA

The eSports South Africa gaming community received a major boost when Toyota South Africa and Brand Inc launched The Toyota Gaming Engine (TTGE) on 20 August 2021.

With TTGE, the South African-based vehicle manufacturer became the first within the multinational Toyota Motor Corporation to build and launch a proprietary purpose-built gaming platform.

Brand Inc, a sports sponsorship agency, has previously helped Toyota SA with the FIFA 21 and WRC 9 Toyota esports Challenges, which were designed and brought to market last year.

Toyota South Africa’s investment in eSports

Commenting on Toyota’s investment in eSports, Vice President Marketing, Glenn Crompton, said, “Gaming is part of a world without borders, and gives Toyota the opportunity to engage with a younger, more connected, audience. It’s a natural fit for our brand and we’re excited to be a pioneer in the space.”

Brand Inc’s Head of Strategy, Ryan McFadyen, added: “The world of sports is changing – people want entertainment, information, inspiration, access and the ability to be an active participant in the games they love, not just viewers.”

Marketers are now looking beyond traditional channels such as sponsorships, billboards and ringside or field-side advertising boards, McFayden explained.

TTGE embracing innovative marketing channels

He gave the example of Formula 1, which, in addition to real world races and live event broadcasts, has incorporated innovative marketing channels such as influencer integration through its drivers and a digital amplification strategy (through race highlights, for example).

“This innovative approach has seen a 20 percent growth in viewership resulting in 73 million new fans – and the 16 to 35 age bracket drove 77 percent of this growth. Netflix’s Drive to Survive and Virtual GP series were cited as the key reasons behind this age group’s growing interest,” McFayden said.

“TTGE will ride this wave. Intended as the ‘go-to’ hub for pro and amateur esport players of all skill levels, it will give members the opportunity to better their skills and up their games as well as be part of a community of enthusiasts, compete in challenges, tournaments and events, track their progress and earn their way to great prizes in an environment that blurs the line between real-world and virtual sport.”

The TTGE platform was designed in partnership with African Cyber Gaming League (ACGL).

You can keep in touch with TTGE via its social media platforms as follows:

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