Internationally, it comes as no surprise for a variety of different brands from car manufacturers to telecoms to fast moving consumer goods companies to be part of the gaming and esports craze that has gripped the planet. Locally, however, this space has been dominated by “gaming endemic” brands, such as console and PC manufacturers, that see a direct synergy between their products and gaming. This is why we are excited to welcome Debonairs Pizza leading the charge as one of the biggest local fast food brands to take such a massive step forward in gaming, signing a mammoth multi-way partnership.
According to a recent PWC report gaming has shown consistent growth in South Africa, boasting a 6% YOY growth, with 8% YOY (equating to R53-million) in the gaming development sector. In total, there are 1.6-million connected console gamers, with 39% as professional gamers earning an average of R30 000 – R50 000 and 22% earning over R50 000 monthly. On average, console gamers enjoy 10 hours of uninterrupted gaming a week with 91% spending more than R2 500 a month on gaming.
With numbers like these we can certainly expect to see more brands taking notice and starting to join the industry. This is a great way to drive awareness, support, and funding for the events and initiatives that we as gamers love.
Debonairs Pizza has always been a “tech forward” fast food company, being the first to introduce tech innovations such online ordering and the Debonairs Pizza app to South Africa, so the move into the always-online, tech-hungry world of gaming is not as foreign as some may think. Debonairs’ partnership will marry the world’s largest gaming hub, IGN; two of the top local professional gaming teams, Sinister 5 and White Rabbit; as well as the Arcade X tournament platform to explore gaming and gaming content which has become a notable passion point for many consumers.
We happily welcome them to the industry and would love to see more brands dive into the awesome world of gaming.