Amazin Graze, the Malaysian healthy snack brand, has announced through a partnership its support for Orange Esports, the local Malaysian Mobile Legends: Bang Bang (MLBB) team, and Esports Business Network (EBN), a leading esports marketing group in Southeast Asia.
While this can be seen as an unlikely collaboration, the partnership aims to reframe the stereotype that gaming is an unhealthy hobby due to the unhealthy snacking habits of gamers.
The collab will see Amazin’ Graze making its products like granola and nut mixes more accessible to the gaming community via numerous platforms provided by EBN.
It comes in a timely manner as team Orange Esports prepares for their next game at Mobile Legends Professional League Malaysia (MPL MY Season 10) held in Quill City Mall.
Delving into healthy and accessible snacks
Started seven years ago in a home kitchen in KL, Amazin’ Graze was born out of frustration due to the lack of healthy, yet affordable food options in Malaysia.
To date, the brand produces at least seven categories of healthy products that cater to a wider audience range.
They consist of granola and muesli, nut and trail mixes, nut butter, instant oatmeal, healthy chips, protein blend, and other healthy essentials.
The brand now has a wide local presence both online and offline, with its products available in pharmacies, grocery stores, and mini marts.
Get to know the esports team and café
Orang Esports is one of Malaysia’s largest esports café operators (Orange Esports Cafe) with 32 outlets around the country. When the MCO completely shut down their usual operations, they began a gaming equipment rental for customers to enjoy at home.
Meanwhile, the Orange Esports MLBB team comprises six individuals. They’ve been on a winning streak with an unbeaten record in their respective group at the MPL MY Season 10.
In 2019, Esports Business Network was established as a result of the merger between Orange Esports Cafe and The Gaming Company, a SEA award-winning full-service esports marketing agency.
Armed with 18 years of experience in the esports industry, EBN is focused on uniting the world of esports and gaming with brands globally through its end-to-end ecosystem. EBN positions itself as the forefront strategist in esports marketing and ventures across SEA.
Healthy snacks and esports, an unlikely combo that makes sense
Extending beyond the team, Amazin’ Graze snacks will be available to all gamers who play at Orange Esports Cafes on a complimentary basis.
To add, Amazin’ Graze will also lend its support at Orange Esports’ booth at The Corporate League (TCL) Season 3.
A seasonal amateur league that bridges corporate worlds and esports, TCL offers opportunities for corporations to battle each other via competitive esports.
Carrying an RM40,000 prize pool this year, TCL will run on a six-week league format across four major game titles across both PC and mobile. This includes Dota 2, Valorant, MLBB, and PlayerUnknown’s Battlegrounds Mobile (PUBG Mobile).
This unlikely partnership bridging the worlds of healthy snacks and esports is one that could open up other doors of opportunity in the future.
From this, it seems like Amazin’ Graze is making moves to grow its market segment beyond the shelves of popular pharmacies and grocery stores, and in a way, this foray into the esports scene makes a lot of sense.
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Featured Image Credit: Orange Esports / Amazin’ Graze