Dentsu Singapore races off with Toyota Motor Asia Pacific for second year of regional e-Motorsports tournament

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Dentsu Singapore races off with Toyota Motor Asia Pacific for second year of regional e-Motorsports tournament

Dentsu International Singapore is revving up in the gaming and e-sports arena as incumbent lead agency for TOYOTA GAZOO Racing (TGR) GT Cup Asia 2021, now running for its second consecutive year.


Delivered in partnership with Toyota Motor Asia Pacific (Toyota) and ONE Esports, TGR GT Cup Asia 2021 is the first recurring annual e-Motorsports tournament that dentsu is launching from Singapore connecting racing and e-sport fans and gamers across seven Asian markets through a virtual studio.

Dentsu Singapore will deliver the finals of the regional e-sports tournament taking place on 16 October 2021, which will see 21 racers connecting from India, Indonesia, India, Malaysia, South Korea, Singapore, Taiwan, and Thailand. The virtual races will be made possible through a server in Tokyo, Japan, working in sync with a virtual broadcast studio in Malaysia. Fans can expect a racing experience just as in any professional motorsports competition. Hosted by race coach and commentator, Alex Yoong, the fan experience will be further enhanced by an exciting pre-show as well as detailed race analysis and commentaries.

Ahead of the tournament, Asia’s first race car livery design activation led by dentsu has unveiled customed culture-diverse race car designs by renowned local artists from seven participating markets who have taken their own flavour and flair of their local culture based on fan suggestions. The designs (see appendix) will be showcased in the finals.

Prema Techinamurthi, Senior Business Director, Creative Group, dentsu Singapore, said: “dentsu Singapore is proud to once again partner Toyota and ONE Esports to achieve never-before experiences in this year’s regional tournament. Our team was single-mindedly focused on elevating a brand experience that thoughtfully integrates a virtual racing and viewing platform like no other with inclusive opportunities to engage with and celebrate local communities. We are grateful for the unwavering trust and partnership from Toyota and ONE Esports in bringing this to life.”

Dentsu Singapore is expected to continue expanding its gaming and e-sports offering as a key growth pillar, with a portfolio that includes work with Moonton and other international gaming publishers.