Malaysian milk brand Goodday wants to form Malaysia’s first senior esports team through a competition called Boomers2Gamers.
Offering up to RM20,000 in prizes, they’re looking for those 50 years old and above to compete in Counter Strike 2, a well-known multiplayer first-person shooter game.
According to a press release, Boomers2Gamers wants to help the older generation better understand esports, bridging the generational gap between them and the younger generation.
More importantly, though, this opportunity promotes active ageing, highlighting benefits gained from esports in the areas of cognitive function, reflexes, and more.
This initiative is done through Goodday Charge, the milk brand’s new chocolate milk product that’s fortified with MultiPRO—a formula that includes protein, calcium, vitamins (A, B1, B2, B6, C, and D), iodine, and niacin.
As its name suggests, Goodday Charge aims to be an energy-boosting drink. A well-established Malaysian esports athlete, xNova, was made the face of Goodday Charge’s revamped packaging.
What’s milk got to do with this search?
Established in 1968, Goodday Milk is manufactured by Etika Dairies Sdn Bhd, distributed locally by Etika Sdn Bhd (Etika).
As the official bottler for PepsiCo in Malaysia, Etika also markets and distributes some of its brands such as Pepsi, Tropicana, Mountain Dew, Revive Isotonic, Mirinda, 7UP, Lipton Ice Tea, Gatorade, and more.
Aside from Goodday Milk, Etika also has its own range of products, including WONDA Coffee, Calpis, Dairy Champ, Hijirah, Chill Asian Drinks, and Bleu.
But what’s got them wanting to delve into esports?
According to the press release, Goodday has had a track record as an esports advocate, having organised legitimising initiatives to push for greater acceptance for esports as a real form of sports.
These initiatives include sponsoring the development of the National eSport Development Guideline (NESDEG), launched in partnership with Hannah Yeoh and the Ministry of Youth and Sports.
The NESDEG is designed to protect esports athletes and ensure the development of the industry. Goodday also sponsored the recent 2024 Malaysian eSports Awards.
Like those projects, Goodday hopes that Boomers2Gamers can help propel esports and destigmatise the field.
“We hope through this experience, the older generation will come to understand and appreciate the effort, skill, and dedication displayed by esports professionals and move towards accepting that it is in fact a sport on par with others,” said Amy Gan, VP of Marketing at Etika Sdn Bhd.
Think you’ve got the chops?
Open for submissions from now until April 8, 2024, Boomers2Gamers is open to individuals aged 50 and above.
Both experienced and inexperienced individuals are invited to showcase their passion for gaming.
According to the release, the selection process will be “thorough”, and will end with 10 successful candidates shortlisted to undergo a comprehensive gaming crash course.
The crash course will aim to educate the senior generation on what it takes to be an esports athlete and highlight the benefits they stand to gain. This includes building connections, healthier habits, improved mental capabilities, and the joy of learning a new skill.
The course will cover five essential pillars: Trained Skill, Strategy, Exercise, Diet and Sleep, and Teamwork and Communication.
According to their FAQ, participants will be trained under professional coaches such as Aiman “aimaNNN” Azham, Mohd “WANRO” Syazman, and Kelvin Pang.
Selected candidates will then attend a three-day boot camp, followed by online training sessions with their team.
A final three-day training and preparation period will culminate in a 5v5 competition to determine the five players who will make history as Malaysia’s most senior esports team.
The final competition period of Boomers2Gamers will happen from April 29 to May 13.
Based on the competition’s webpage, it seems like the event will be organised in partnership with Orange Esports, one of the largest esports organisations in the country.
If setting a new record in Malaysia sounds like something you (or someone you know) would be interested in, you can submit your application on Goodday Charge’s website.
Personally, I can’t wait to see the final lineup of boomers—I mean, gamers.
Featured Image Credit: Goodday Charge / Freepik
