When the #stayathome hashtag appeared on social media last month in response to a government that successfully announced measures to contain the corona virus, Min-Liang Tan was ready.
That Singapore Businessmen have commissioned a series of posters inspired by isolation printed with the words “stay at home and play” a few weeks before the virus reaches global pandemic levels.
International lockout is hardly ideal for homemade billionaires, whose 16 offices and five retail stores reach many of the earliest and most devastated countries, including China, South Korea and WE. But he knows he can count on his customers to face challenges.
“Gamers are built for this – to stay home and play games,” Tan said CNBC, make it.
Tan is the founder and CEO of the global gaming giant Razer, one of the few companies that has managed to thrive in a disrupted business landscape.
Razer has grown rapidly since then founded by a former lawyer and his gamer friend, Robert Krakoff, in 2005. The brand’s three-headed snake logo, online game services, and chroma-colored hardware line up have united Tan an army of loyal fans who will go further by tattooing their faces on their bodies.
But now, with most people trapped indoors and looking for new ways to stay entertained, Tan said business is booming.
“Lately, with the overall COVID situation, we can see gamers’ activities soaring,” Tan said. “Everyone is stuck at home and we can see more people online than ever before.”
Game continues to increase
This surge reflects the current attraction of the game for physical and psychological reasons; but also a wider uptick in gaming over the past few years. Just last year, the global gaming market grows more than 7% to generate revenues of $ 148.8 billion. In 2022, that figure is estimated to reach $ 189.6 billion.
“Games and esports themselves are an entertainment choice,” Sahiba Puri, home analyst and technology at Euromonitor International told CNBC Make It. “In recent years the level of investment that we see flowing dramatically increased.”
Vision for the future
Tan said that speaking with his broader vision to play games to play an increasingly increasing role in shaping the entertainment industry.
Even before the outbreak, Razer had invested heavily in new media, including acquiring audio company director George Lucas THX, as well as advocating for the competitive gaming industryAlso known as esports.
“We have encouraged the whole narrative about this holistic entertainment experience, really deeply, and with ourselves as a platform to deliver it,” Tan said.
But the current pandemic – and the pressure it puts on technology to fill gaps in society – has helped to accelerate the plan enormously, Tan said.
“COVID really accelerated this five-year plan to a much shorter timeframe, because everyone who is currently stuck at home is really looking for ‘how can I be more productive by working from home?’ Or, over and over, ‘how can I be entertained?’ “He said.
In March, the game brand formed a partnership in a few weeks with Singapore nightclub Zouk to do a series of streaming cloud clubbing nights to someone else’s house.
“We will work with the club to bring the streaming club to the masses. That’s what happened,” Tan said.
Meanwhile, Tan said he felt the company had an “ethical duty” to help support the coronavirus relief effort. Razer has changed several production lines and promised to do so donate one million face masks international.
“It’s not easy but part of the overall mindset of start-ups is that we only do things that are not easy … we continue to push to make the impossible happen,” Tan said.
Tan’s vision has been attractive to investors, including Intel and Singapore’s state-owned funds, Temasek and GIC, which for years have supported Razer to reach $ 175 million. When the company went public in November 2017, Tan, who was then 40 years old, got a degree The youngest homemade billionaire in Singapore.
And other game companies have followed in Tan’s footsteps. This week, three British game developers announced that they would add Coronavirus safety advice in the title. The ad, which will be featured in Candy Crush Saga, will initially focus on the theme: “Stay home. Save lives.”
“We are a company that stays at home, where we take care of all the players who are at home or on mobile phones,” Tan said. “We can ride this”
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