Mountain Dew on June 6, 2017 announced the second edition of its Dew Arena after the successful participation of 75,000 gamers in the first edition. This is India’s largest gaming championship till date and this time the championships aims to double the participation upto 1,50,000.
For those who haven’t heard about it yet, Dew Arena is a 6-month gaming championship which gives its winners not only the chance to be on Mountain Dew bottles but a pool prize of 20 Lakhs INR. This year in order to encourage more participation Mountain Dew has created a disruptive Gaming Truck that is going to 300 locations across 125 cities in 11 states. 16 participants can play at one point of time on the Gaming Truck 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.
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.”
The championship will run till September 2017 and the Dew Arena Grand Finale is scheduled to take place in the last week of September in New Delhi.