Esports Mogul builds gaming momentum with additional marketing firepower

Esports Mogul ASX ESH Marian Kaufmann Chief Marketing Officer Razer online
eSports as an industry turned over US$655 million in 2017 and is expected to reach US$1.5 billion by 2020.

eSports company and gaming pioneer Esports Mogul (ASX: ESH) has strengthened its bid to become a globally dominant eSports company by welcoming industry veteran Mr Marian Kaufmann as Chief Marketing Officer to drive ongoing marketing activities for Mogul Arena, its flagship tournament gaming platform.

Esports Mogul is actively expanding its presence within the newly-established ‘eSports’ gaming niche that is currently attracting growing numbers of spectators at large events.

One such event will take place in Melbourne later this year, dubbed the Melbourne eSports Open, and welcoming some of the world’s leading gamers to Australia’s media and arts capital.

To establish an early presence, Esports Mogul wants to attract gamers and gaming spectators from Asia and Latin America with multiple lines of development currently ongoing, specifically to develop its online Mogul Arena platform.

Mr Kaufmann’s appointment is a move towards monetising its developmental efforts and to extend its eSports brand into additional markets globally.

Mr Kaufmann has extensive marketing experience coupled with eSports knowledge having served as Razer’s online market specialist for almost 2 years.

In his most recent role, Mr Kaufmann was the Marketing Lead for the London-based professional learning and consulting company, AVADO Learning.

Marian Kaufmann eSports Mogul Razer
Esports Mogul’s new Chief Marketing Officer, Marian Kaufmann.

He also successfully introduced Google’s flagship training programme, Squared Online, to Germany, Switzerland and Austria.

The appointment comes hot on the heels of June’s news that Esports Mogul would be deepening its relationship with Asia’s pre-eminent gaming hardware manufacturers. The two companies have agreed for Razer to become a significant shareholder in Esports Mogul after leading an oversubscribed placement that raised A$4.41 million.

Both Esports Mogul and Razer have confirmed that the proceeds from the capital raising will be aimed at “accelerating the development of Mogul Arena on mobile and supporting an aggressive user acquisition, activity and monetisation strategy.”

The duo also plans to accelerate the proliferation of electronic payments and further extend the reach of Razer’s proprietary zSilver virtual currency initiative among gamers.

According to Esports Mogul, Mr Kaufmann’s role will not only seek to streamline the company’s marketing strategy but will also supplement its “company-wide strategy ahead of monetisation and offer an in-depth analysis of user behaviour to support acquisition.”

Mr Kaufmann’s appointment is therefore likely to facilitate a seamless working relationship between the small cap ASX-listed company and Asia’s largest gaming manufacturer.

Esports Mogul has said that at this stage of its commercial development, optimising user acquisition via significant increases in marketing expenditure is at the top of its agenda with the recent capital raising led by Razer now completed.

“Esports Mogul welcomes Marian Kaufmann into the team wholeheartedly. We are delighted to attract someone of his calibre and can’t wait to see the impact of his joining the marketing team as we look to significantly accelerate user acquisition and player activity on Mogul Arena,” said Gernot Abl, managing director of Esports Mogul.

George is an award-winning market analyst who has authored articles and editorial opinion pieces for multiple publications around the world. He has written about a wide variety of topics including financial markets, stocks, trading, politics and economics.