At the signing ceremony for the acquisition contract between Nongshim and Team Dynamics, Park Jun, CEO of Nongshim (left), and Oh Ji-hwan, CEO of Team Dynamics, are posing for a commemorative photo.
[Asia Economy Reporter Choi Saeng-hye] Nongshim announced on the 3rd that it has officially acquired the League of Legends (LoL) professional gaming team ‘Team Dynamics.’
Last June, Nongshim signed an acquisition agreement for Team Dynamics on the condition of joining the LCK (League of Legends Champions Korea) franchise. Recently, Riot Games, the developer and distributor of League of Legends, announced the 10 companies that will finally join the 2021 LCK franchise, including Team Dynamics. Accordingly, Nongshim will invest in the LCK franchise joining fee and player operation costs and participate in overall management.
Going forward, Nongshim plans to establish a new team name and logo, finalize the player roster, and hold a founding ceremony in December. The team will officially begin operations starting from the 2021 LCK Spring Season, which begins in January next year.
Nongshim expects synergy effects from marketing activities through eSports. Since the MZ (Millennial + Z) generation is enthusiastic about eSports, it is analyzed that marketing combining eSports with food products such as ramen and snacks will help form a younger brand image.
The background of Nongshim’s entry into eSports lies in the global popularity and high growth potential of eSports. League of Legends (LoL), enjoyed by over 100 million people worldwide, is the unrivaled number one game in terms of PC bang game market share in Korea, exceeding 50%.
A Nongshim official said, “We will offer fans new fun and excitement through the growth process of the new team,” and added, “We also plan to prepare measures that can contribute to expanding the base for the development of eSports.”
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
