Mountain Dew today announced the second edition of its hugely successful Dew Arena. In the first edition, the Dew Arena found a record participation of 75,000 gamers across the country, this time the number is expected to double. The second edition of the Dew Arena is only getting bigger and better and the Championship aims to double participation to over 1.5 lakhs. Dew Arena is a reiteration of Mountain Dew’s commitment to gaming and e-sports in India.
Dew Arena is a unique 6-month long gaming championship which provides gamers across the nation to participate and a chance to have their profile on the Mountain Dew bottle, along with the prize pool worth INR 20 Lakhs. To spread this competition across the country, Mountain Dew has created a disruptive Gaming Truck that will be traveling to 300 locations across 125 cities in 11 states. 16 participants can play at one point of time on the Gaming Truck. The second edition of Dew Arena brings Counter Strike and DOTA 2, along with Rocket League and Street Fighter 5 and Warrior Prince on Android.
Another special thing about the Dew Arena 2017 is the Virtual Reality Zones created with the aim of presenting consumers with a disruptive experience in all of the 300 locations, wherever the Gaming Truck goes to.
Elaborating on the idea of the Dew Arena, Naseeb Puri, Associate Director, Mountain Dew, PepsiCo India said, “Mountain Dew’s brand philosophy has always been about celebrating real heroes and all our programs have always been rooted in strong consumer insights. Our consumer research on gaming showed that Gamers seek recognition and fame and Dew Arena is our way of celebrating these real life heroes like never before. We are delighted to have on board two very strong partners in ESL India and ASUS who bring in immense credibility and expertise in taking forward our vision of Esports that truly seeks to massify Gaming in India.”
According to Akshat Rathee, MD – ESL India, “Dew Arena is one of the properties that show what can happen when things are done keeping the extremely passionate community in mind. In the short time of a year, it has become THE Esports cup to be part of. If you add the gaming activations done in over 300 cities, it is the largest gaming-related activity in the world for ESL. It truly takes gaming to the masses. We as ESL India are extremely proud of the work we have done with the Mountain Dew team and 2017 will set the perfect springboard for the future of Dew Arena.”
According to Vinay Shetty, Asus Regional Director – Component Business, India and South Asia, “Our association with PepsiCo India, India’s largest beverage makers is a firm step in a direction to reinforce our position as industry leaders in PC Gaming. Owing to last year’s edition of ‘Dew Arena’, we are excited to be part of this unique project. With the help and expertise of PepsiCo India, we hope to reach out to a wider audience and give them an opportunity to play on the industry’s best gaming PC’s. This relationship represents a powerful opportunity for us to expand our presence.”
As the Dea Arena 2017 starts, gamers across the nation will be able to battle their way through leaderboards and a chance to be a party f the ultimate showdown at the Grand Finale which is scheduled to take place in Delhi this September.