Astro Launches eGG, the Region’s First eSports Channel

Published by Amzar Anizam @ 03/05/2016

Astro was the first in ASEAN to broadcast The International Dota 2 Championship 2015 live on television. Photo: eSports.net

Malaysia's largest pay TV provider, Astro marked a new milestone as the first in Southeast Asia to launch a dedicated eSports channel in the region, Every Good Game (eGG) starting June 2016.

As a dedicated 24 hours eSports and gaming entertainment channel, eGG is set to broadcast popular eSports tournaments such as League of Legends, Dota 2, Counter Strike: Global Offensive, Hearthstone, Heroes of the Storm, StarCraft II and many more.

Lee Choong Khay, Vice President of Sports at Astro said, “From trendy to mainstream, eSports is a growing global phenomenon among the millennials and is expected to reach over 218 million audiences worldwide by year end 2016. Considering the booming popularity of eSports in the region, we believe that a dedicated channel will play a pivotal role in bringing together a connected community of eSports fans in ASEAN.”

Unlike traditional sports where fans follow specific teams and players, eSports fandom and loyalty are tied to the content and game itself; building a community of connected fans, adding an element of social engagement, and buzz online.

Therefore, the new channel plans to partner with main game organisers and developers to bring live top tier global tournaments and exclusive on-demand content featuring ‘Pubstomps,’ gaming walkthrough, expert guides, documentaries, game house tours, and weekly highlights.

eGG will be available on Channel 808 for free to all Astro and ‘Astro on the Go’ subscribers in Malaysia next month.

Astro was the first in ASEAN to broadcast The International Dota 2 Championship 2015 live on television.