PLG launches 'Flux' to help brands get into gaming and esports

Dubai-based Power League Gaming (PLG), a leading MENA gaming and esports agency, has launched a new business division called Flux to help brands enter the gaming and esports space.

The move comes in response to increasing demand for more affordable solutions to enter the rapidly growing sector, with PLG citing 'unprecedented growth' from regional brands over the past 24 months.

PLG Flux provides a toolkit of solutions, products, and services that are designed to acquire, engage, and retain audiences on behalf of brands, with a focus on delivering tangible return on investment.

"As audiences gravitate to this medium, SMEs and those with smaller budgets are looking for ways to reach them in strategic and engaging ways at affordable rates. Gaming and esports are fast becoming an essential part of the marketing mix as mass reach channels that provide highly engaged and loyal audiences," the company stated via its press release.

According to PLG, the average esports production and marketing campaign in the global industry costs in the range of $150,000 - $500,000 so can be out of reach for brands with smaller budgets, whereas Flux aims to offer solutions for a more affordable range starting at $30,000.

Commenting on the launch of Flux, PLG’s CEO Matthew Pickering said “Entering the space at speed in meaningful ways is critical for clients to become and remain relevant to these communities as we move toward a Web 3.0 world. We are excited to be leading the way with Flux, enabling more brands to start their journey engaging and building relationships with gaming and esports audiences.”

PLG provides strategic advice, builds branded gaming ecosystems, hosts online and offline esports tournaments, and drives audience engagement through social media, influencer marketing, and paid digital campaigns.