Allan Phang, the Chief Marketing Officer at Galaxy Racer (GXR), a transmedia powerhouse focused on esports, content creators, music and sports, headquartered in Dubai, has announced his departure from the organization. He has also announced his departure as Marketing Consultant at Galaxy Racer’s parent company, Riva Technology and Entertainment Limited (RTE).
Throughout his tenure at Galaxy Racer, Allan, together with his colleagues successfully executed award-winning high impact global marketing campaigns. Some of the notable achievements include being part of the team that won the prestigious Cannes Lions Bronze Award and smashed two GUINNESS WORLD RECORDS titles for the “Longest live-stream (video)”, recording live for 268 hours 14 mins 20 seconds and “Most viewers for a charity donation live stream on YouTube”, attracting 698,000 peak concurrent views while raising over US$11Million for charity via Galaxy Racer’s content creator, together with its partners the United Nations High Commissioner for Refugees (UNHCR) and Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI).
Galaxy Racer won Gold and Bronze respectively in the Sports Industry Awards 2022 for Best Esports Commercial Partner of the Year and Best Esports Event of the Year.
Allan has had the opportunity to work closely with global superstars; Manchester United legend, Mikael Silvestre, Founder and CEO of Talent Lyfe, an innovative agency to represent elite athletes and young talent across all professional sports. He was part of the team which executed an award-winning marketing campaign with former Arsenal captain Pierre-Emerick Aubameyang in the Galaxy Racer Aubameyang Cup, a cross-regional Fortnite: Battle Royale tournament between Europe and the Middle East.
Allan spearheaded the marketing execution together with his team for the biggest esports tournament in the Middle East North Africa (MENA) region, GAMERS GALAXY: Dota 2 Invitational Series Dubai 2022, which garnered over 2 million concurrent views globally, 38 over million total hours watched across all platforms and close to 28 billion total viewership in media coverage.
Allan was previously the Regional Head of Marketing and PR at EVOS Esports, one of the most successful esports organization in Southeast Asia which raised US$16.4 million in Series A and B funding. Some of the projects Allan was involved in during his time at EVOS Esports included launching co-branded apparel with PUMA, helping Visa with its first foray into Southeast Asia’s esports scene, inking a year-long deal with Lazada Indonesia, and cross-collaboration with Universal Music Malaysia artists’.
Previously with AirAsia Esports, he was tasked by the co-founders of AirAsia to spearhead AirAsia Esports initiatives. Allan led the airline’s esports strategy since 2018. He spent about seven years with AirAsia and helmed roles including regional marketing, group partnerships and business development, and employee engagement and internal branding. Allan was instrumental in AirAsia’s regional sponsorship with World Electronic Sports Games (WESG) Southeast Asia, and the sponsorship of the Mineski Dota 2 Professional Esports Team. During his tenure at AirAsia Esports, Allan forged successful partnerships with Razer, Alienware, and Secretlab. Allan’s esports campaigns were highlighted as a success story and case study in World Federation Advertisers (WFA) – Esports Special Report.