Fanta, a leading brand from The Coca-Cola Company portfolio, has decided to enter the fastest growing Arab teen passion point of Video Gaming by launching its FANTA MASTERS Gaming Tournament in partnership with Power League Gaming (PLG). PLG enters its fourth Semi Pro-League Gaming season, and this year will launch the Fanta Masters Gaming Tournament at the 2014 Middle East Film and Comic Con (MEFCC) in Dubai.
The Fanta MASTERS program will aim at finding the top amateur gamers in the region under a newly launched campaign in Fanta Game On™. The inauguration of the PLG Semi Pro League featuring Fanta Masters will start this year, giving the chance to ambitious gamers to compete in a professional tournament environment dedicated to the region’s Arab youth community.
Tolga Cebe, Region Marketing Manager, Coca-Cola Middle East said “Gaming is one of the most popular forms of Social Play among the youth in the region, and hence a very exciting space for Fanta to venture into. With a vision to create more Play in the world, Fanta aims to activate eSports as a key long term platform for the region.”
John Lacey, Managing Director and Founder, PLG said “Having worked with Coca-Cola on numerous projects I believe we are witnessing the emergence of a long term sustainable platform for gamers and the industry to support. The vision and attention to detail is tremendous and the expectation and belief in our assembled team thus far is really gratifying for myself and the industry.”
The Fanta Masters will feature titles like FIFA 14 and Call of Duty: Ghosts. It will seek to increase activity on League of Legends and DOTA2, in conjunction with Team Alliance traveling for a HyperX DOTA 2 invitational at the 2014 MEFCC. This event will run from April 3rd to 5th and will be hosted at the PLG Grand Arena at the Dubai World Trade Centre. The Fanta Masters tournament will tour the region finding the best amateur gamers in various cities around the Middle East region. PLG’s partnered titles on console and PC will begin the regional tour set to raise the standards of this emerging competitive scene.
Through its “Game On” campaign, Fanta will celebrate the spirit of being socially active in a fun, playful manner and invite the Arab youth in the region to actively participate in the program. To get a shot at becoming one of the Fanta Masters, gamers over the age of 12 can register their interest at http://www.facebook.com/FantaMiddleEast. Full details of the Fanta Masters Gaming Championships will be announced soon.