23 - 24 May, 2018
Hilton Singapore, Singapore

Day One- 23 May 2018, Wednesday

8:00 am - 8:50 am Registration & Welcome Coffee

8:50 am - 9:00 am Chairperson’s Welcome Remarks

9:00 am - 9:30 am State of the Esports Nation

Paul Chen, Managing Director, Taiwan/SEA,Blizzard Entertainment
  • Understanding the market opportunity and development of the esports Market
  • Zooming into Asia: Key Opportunities and challenges in developing the Asian Market
  • Analyzing the emerging trends in the esports scene: The rise in both endemic and non-endemic growth
  • Reviewing current business models: Practical strategies towards a sustainable and robust esports economy
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Paul Chen

Managing Director, Taiwan/SEA
Blizzard Entertainment

9:30 am - 10:00 am Non-Endemic Brand Sponsorship in Asia: How AirAsia Went About a Successful Internal Campaign to Successfully Partner with Mineski

Allan Phang, Allstars Engagement and Internal Branding and Team Manager of AirAsia Allstars Esports Club,AirAsia Group
·         Understanding the Inside Out Approach of Esports Adoption and Organisational Buy-In
·         Campaigning for esports internally and presenting  the business case to obtain CXO buy-in
·         Understanding the rationale investments into esports: How did marketing and branding make the decision?
·         Current Air Asia sponsorship partnerships and future opportunities
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Allan Phang

Allstars Engagement and Internal Branding and Team Manager of AirAsia Allstars Esports Club
AirAsia Group

10:00 am - 10:30 am Developing Your Coherent Branding and Marketing Strategy in Esports to Maximise Your Return on Investment

Walter Wang, Director of Esports,HTC
·         The HTC experience so far in the esports scene- Why we have invested and what have been the returns since?
·         Developing your coherent branding and marketing strategy- How to create genuine content that resonates with your audience?
·         Working with influencers to maximize your return on investment
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Walter Wang

Director of Esports
HTC

This panel discussion will take an in-depth look at the experiences and value from both endemic and non-endemic brand sponsorship in the esports scene. The discussion will focus on the nuts and bolts of putting together a solid marketing and branding strategy, recruiting the right talent to execute campaigns, and analyze how the participants have successfully navigated both internal and external challenges in their journey. The panel will provide delegates with a comprehensive inside view of how to successfully develop a coherent strategy, partner and position your brand and achieve optimal results.
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Allan Phang

Allstars Engagement and Internal Branding and Team Manager of AirAsia Allstars Esports Club
AirAsia Group

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Walter Wang

Director of Esports
HTC

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Mike Milanov

COO
Team Liquid

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Frank Sliwka

COO, Asia
ESL

11:00 am - 11:10 am Speed Networking Session

11:10 am - 11:40 am Morning Tea Break and Networking Session

11:40 am - 1:10 pm Interactive Roundtable Discussions

Delegates will get the opportunity to select 3 tables of their choice, each led by a roundtable host for a 30 minutes discussion. All 9 roundtables will kick start simultaneously, with delegates rotating after each 30 minute session. Discussion groups are deliberately kept small to ensure that all delegates get the interactive, multi-directional opportunity to ask their most pressing questions, thereby guaranteeing a perfectly tailored experience.

Roundtable Topics for Investors/Financiers

Roundtable Topics for Investors/Financiers

11:40 am - 1:10 pm Roundtable 1: Esports 101: Know Your Fundamentals Before Your Plan Your Investments
Raiford Cockfield, Former Director APAC Partnerships,Twitch
Interested in Getting Involved in the Esports scene in Asia? This roundtable will help demystify the myths around this growing industry, and provide participants with a clear roadmap to plan your investment strategies in the region. Whether you are a private equity firm, venture capitalist, angel investor or family office, learn the basic fundamentals about the esports market and understand the business risks and opportunities involved in this exciting market.
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Raiford Cockfield

Former Director APAC Partnerships
Twitch

Roundtable Topics for Investors/Financiers

11:40 am - 1:10 pm Roundtable 2: Is the Asian Esports Business a Sustainable One?
Alan Chou, Senior Video Games Executive,
While the esports scene continues to grow rapidly in Asia, many questions remain with regard to governance, structure, and the long-term business sustainability of existing business models. This roundtable will examine the feasibility of current successful business models in Asia.
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Alan Chou

Senior Video Games Executive

Roundtable Topics for Investors/Financiers

11:40 am - 1:10 pm Roundtable 3: What’s The End Game for Publishers in Esports? Is there an ‘Ideal’ Business Model?
Jennifer Poulson, SVP Marketing Asia,Bandai Namco Entertainment
From publishing fees to franchising, there are currently multiple successful business models in the industry. Which one will lead to long-term sustainability? More importantly, which model complements your overall business strategy? This table will draw from long-standing industry stalwarts and provide insightful analysis for new and upcoming publishers.
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Jennifer Poulson

SVP Marketing Asia
Bandai Namco Entertainment

Roundtable Topics for Game Developers, Publishers and League Organisers

11:40 am - 1:10 pm Roundtable 4: How can Regional Governments Accelerate the Growth of Esports in Asia?
Dato Latt Shariman Abdullah, President,Esports Malaysia
Regional governments are becoming increasingly engaged in working with publishers and league organisers to promote the esports industry in Asia. Yet critical questions and concerns involving social problems, corruption and governance have to be addressed before they are ready to commit. This table will draw upon regional governments’ perspectives and strategies to grow and support the industry in Asia.  
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Dato Latt Shariman Abdullah

President
Esports Malaysia

Roundtable Topics for Game Developers, Publishers and League Organisers

11:40 am - 1:10 pm Roundtable 5: Educating Non Endemic Brands in Esports- Are You Doing it Right?

Roundtable Topics for Game Developers, Publishers and League Organisers

11:40 am - 1:10 pm Roundtable 6: How to Successfully Execute World-Class Tournaments in Asia
Frank Sliwka, COO, Asia,ESL
One critical factor in developing and growing the esports industry in Asia is the successful execution and delivery of world-class events. Three things comes to mind in doing so- infrastructure, reliable suppliers and partners and venue suitability. This roundtable will provide an insightful view on how to successfully negotiate and execute fan-based and world class tournaments in Asia.
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Frank Sliwka

COO, Asia
ESL

Roundtable Topics for Endemic and Non-Endemic Brands

11:40 am - 1:10 pm Roundtable 7: Understanding Your Esports Demographic and Audience- How To Position Your Brand Effectively
Mike Milanov, COO,Team Liquid
Understanding your targeted audience and esports demographics is crucial to developing your esports marketing strategy. The importance of knowing your clients, what they want, and how they respond to your message is half the battle in achieving optimal brand equity. Moreover, you need to understand that sponsorship and marketing initiatives in esports is not about a one-off return on investment. This table will provide you with a comprehensive understanding of the esports demographic, and critical insights on how to position your brand through effective, creative messaging and medium.
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Mike Milanov

COO
Team Liquid

Roundtable Topics for Endemic and Non-Endemic Brands

11:40 am - 1:10 pm Roundtable 8: Building Your Brand and Reach in Esports- How, Why and When?
Felicia Lim, Former Senior Marketing Manager,SEA, Blizzard Entertainment
Ready to invest in the esports scene? Great! The next question is how to go about executing your strategy and fully maximising the returns of your investment. This table will provide participants with an insiders track on brand strategy development, ‘authentic’ content management, and working with influencers to ensure maximum value and positioning for your brand.  
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Felicia Lim

Former Senior Marketing Manager
SEA, Blizzard Entertainment

Roundtable Topics for Endemic and Non-Endemic Brands

11:40 am - 1:10 pm Roundtable 9: Garnering Internal Organisational Buy-in and Support for Esports Marketing and Sponsorship
Allan Phang, Allstars Engagement and Internal Branding and Team Manager of AirAsia Allstars Esports Club,AirAsia Group
It can be difficult to justify and garner internal buy in for esports marketing campaigns internally, especially when you do not have a dedicated esports marketing division within your organisation. This roundtable will showcase how a grassroots, organic approach can help build and justify that business case for esports internally.     
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Allan Phang

Allstars Engagement and Internal Branding and Team Manager of AirAsia Allstars Esports Club
AirAsia Group

1:10 pm - 2:10 pm Lunch and Networking Break

·         How robust is your esports strategy in building and developing your brand?
·         Utilising esports as a tool to maintain and grow your critical mass
·         Enhancing the fan and player engagement through world-class esports tournaments
·         Aligning your esports strategy and business model with non-endemic brand sponsorship outcomes
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Jennifer Poulson

SVP Marketing Asia
Bandai Namco Entertainment

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Chris Tran

General Manager, Southeast Asia
Riot Games

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Paul Chen

Managing Director, Taiwan/SEA
Blizzard Entertainment

2:40 pm - 3:10 pm Publisher’s Perspective: Ensuring a Sustainable and Robust Business Model in an Unregulated Esports Market

Chris Tran, General Manager, Southeast Asia,Riot Games
·         Unveiling Riot Games’ new esports model for the Asian market
·         Ensuring business sustainability and maximized brand positioning for non-endemic sponsors
·         Overcoming challenges in an unregulated market and business instability
·         Reviewing the steps done and future opportunities in the Asian esports market
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Chris Tran

General Manager, Southeast Asia
Riot Games

3:10 pm - 3:40 pm The Best Esports Are Grassroots - Examining Bandai Namco Entertainment & Twitch’s “Tekken World Tour"

Jennifer Poulson, SVP Marketing Asia,Bandai Namco Entertainment Dan Pantumsinchai, Esports Program Manager,Twitch
  • Understanding the origins of the Tekken World Tour (TWT) concept and analysis of the program
  • Reviewing the inaugural year’s results and lessons learnt from the successful partnership
  • Providing an overview of the 2018 season: Results so far and upcoming key beats
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Jennifer Poulson

SVP Marketing Asia
Bandai Namco Entertainment

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Dan Pantumsinchai

Esports Program Manager
Twitch

3:40 pm - 4:00 pm Afternoon Tea and Networking Break

GROUP NETWORKING INTERACTIVE DISCUSSIONS

4:00 pm - 4:40 pm Meet the Publishers

GROUP NETWORKING INTERACTIVE DISCUSSIONS

4:00 pm - 4:40 pm Non-Endemic Brand Sponsorships

4:00 pm - 4:40 pm Source for Partners

4:00 pm - 4:40 pm Meet Government Regulators

4:40 pm - 5:10 pm Closing Keynote Panel Discussion: Fighting the War on Talent in Asia

5:10 pm - 5:20 pm Closing Remarks by Conference Chairman