FYI

E-sports focused marketing and content firm Yup.gg launches in Singapore

A new esports and content based marketplace yup.gg has been launched in Singapore. It claims to be able to connect 2,000 content creators with 50 million fans to brands and marketers looking to reach the gamer demographic. 

The co-founders at Yup.gg are Raiford C Cockfield, Nicholas Khoo and Tim Zhu. Cockfield was formerly head of Asia-Pacific at Twitch; Khoo is co-founder and CEO of Singapore’s cybersports and online gaming association and Zhu is an entrpreneur and investor who was formerly head of product at the San Francisco based Scope AR. Yup.gg promises end to end campaign management tools to aid brands in planning and executing campaigns to reach gamers.

The announcement:

yup.gg, an esports and content creator marketplace launches with 2,000 content creators who enjoy the following of 50 million fans, and average close to a billion monthly views. yup.gg recently completed its seed round, led by Kickstart Ventures and global esports industry executives, including former Twitch founding team member and executive Jonathan Shipman.

This scalable platform addresses the US$77bn games market in APAC and Latam, helping brands access relevant marketing opportunities in the games and esports industry. The yup.gg platform provides end-to-end campaign management tools to aid brands in planning, executing, measuring and optimising marketing activity.  For video game IP owners, agencies, esports players/teams, and content creators, yup.gg provides new monetization opportunities, organisational tools, and a network for them to connect and learn from their peers. 

yup.gg is the brainchild of Raiford C. Cockfield III (Former Head of APAC – Twitch, an Amazon Company), Nicholas Khoo (14 years esports experience), and Tim Zhu (Former Head of Supply Chain Engineering – Applied Materials). Together they bring a unique blend of deep domain expertise in esports, games, content creation, and digital marketplaces.  

‘We saw the size and growth potential of the gaming and esports industry and looked for an experienced team with a truly scalable technical solution.  With the Founding team and marketplace approach, we believe yup.gg has a chance to be the first super app in Southeast Asia focused on Gaming’, said Kickstart Ventures President, Minette Navarrete.

yup.gg has entered into a number of non-exclusive partnerships with companies like Branded, Globe Telecom and other key regional partners. A number of agencies, esports teams and content creators based in Southeast Asia and Brazil have also signed up to monetize their offering through yup.gg.

‘Our aim is to create a trusted home for passionate esports and game-loving content creators to find monetization opportunities and feel safe and informed in the decisions they make in order to grow their careers.  All this while helping brands discover and work with creators in the most effective and efficient way possible’, said yup.gg CEO, Raiford C. Cockfield III.

yup.gg was most recently incubated at Infocomm Media Development Authority’s (IMDA) PIXEL innovation space in Singapore. 

Source: Yup.gg press release

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