Asus will be pursuing an important quest this year to dominate the expansive esports market of China. This journey has reportedly begun with the company investing $16 million into the creation of an esports subsidiary in the country. “Huajing Culture Media” will serve as the base of operations for the Taiwan-based electronics conglomerate as it focuses on boosting its annual revenue stream from China in the months to come.
The newly formed esports headquarter has also launched an esports team called Rogue Warriors that will field a roster to compete in the League of Legends Pro League (LPL) this year. It is expected that the management will expand its competitive portfolio with time to cover other games as well.
According to multiple Chinese sources this week, Asus CEO Jerry Shen has stated that the company is not just interested in doubling its product sales. Instead, the new initiative is aimed at “creating its own esports industry”in the country. The notion likely suggests that the company wants to get involved with premiere event organization, ticket sales, and more.
It is not difficult to understand why Asus is gunning for China. The latest annual report for the company reveals that it earned around $14.5 billion from the country last year, which accounts for 18 percent of the total revenue earned from around the world.
Asus, highly regarded as one of the leading brands in gaming hardware and peripherals, has been a core partner with multiple esports organizations over the years. However, this is the first time that it is going all in to mark its official solo entry in the world of esports.