Mountain Dew has announced the 2nd edition of its successful annual property Dew Arena. This year’s edition comes after the success of the 1st edition that saw record participation from 75,000 gamers across the country, thereby becoming the largest ever gaming championship in India till date. The 2nd 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 6-month gaming championship which will give the winners, a chance to have their profile on the Mountain Dew bottle, in addition to the prize pool worth INR 20 Lakhs. In a bid to take the experience of gaming to t6-monthes, Mountain Dew has created a Gaming Truck that is going to 300 locations across 125 cities in 11 states, for consumers to experience cutting edge technology. 16 participants can play at one point of time on the Gaming Truck.
Read about last year’s Dew Arena Season 1 – Mountain Dew Arena is here!
Thus, the 2nd edition of the Dew Arena widens up the opportunity for consumers be it anywhere in India, by opening up participation across platforms be it Online with Counter Strike and DOTA 2, On-ground with Rocket League and Street Fighter 5 and on Android with Warrior Prince.
Another highlight of 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 that the Gaming Truck goes to. Through the course of the championship, gamers will battle it out every day in order to secure a place in the Dew Arena Grand Finale scheduled to take place in the last week of September 2017 in New Delhi.
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 programmes 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.”
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