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MOUNTAIN DEW KICKS OFF THIRD EDITION OF DEW ARENA

  04-09-2018
`India’s largest e-sports championship to travel to 270 locations covering 10 states in the country`
 
Dehradun, May 11 2018: Mountain Dew today announced the 3rd edition of its hugely successful annual e-sports property DEW ARENA. This edition comes on the back of two previous ones which saw participation from more than 5 lakh gamers across the country. 
 
Dew Arena is a one of its kind E-Sports championship which offers participants a chance to compete for a prize pool of INR 20 lakh. In a bid to take the experience of gaming to the masses, the third edition of Dew Arena brings back the disruptive GAMING TRUCK, which will travel to 270 locations across 83 cities in 10 states, for consumers to experience cutting edge technology. Participants from across the country will be able to compete in both ONLINE and OFFLINE championship games. Popular games such as COUNTER STRIKE and DOTA 2 will take center stage during the online championship, while ROCKET LEAGUE and STREET FIGHTER will be the focus during on ground gaming. 

The third edition of the championship will also be activating the MOBILE GAMING CHAMPIONSHIP that received a rousing response from consumers last year, thereby helping take Gaming deeper and wider. Consumers can logon to www.dewarena.com or stay tuned to the Mountain Dew Facebook page for updates. The Gaming Truck will be in Dehradun on 12th May at Vasant Vihar Market, Behind Vikas Mall,  13th May near Prem Nagar Market, 14th May near UPST college and on 15th May near Graphic Era Hills University. 
 
Elaborating on the idea of the Dew Arena, Naseeb Puri, Director, Mountain Dew, PepsiCo India said, “Mountain Dew has always driven consumer experiences that have excited youth, and esports is a natural progression. We have taken Dew’s timeless story of celebrating heroes who push boundaries & achieve extraordinary results; & have paired it with a powerful consumer platform of the future that allows them an opportunity to make their name at a national stage. Our effort has been to build a strong ecosystem with partners like ESL, Nodwin, Logitech. This is helping us deliver a one of its kind consumer experience & build out our vision of massifying esports in India. Dew Arena is our way of celebrating the culture of gaming & the real life heroes of esports.

According to Akshat Rathee, MD – ESL India, "ESL has been a proud partner of Dew Arena for the past three years now. It is one of the few platforms that show what can happen when things are done keeping an extremely passionate community in mind. A key factor of Dew Arena’s success has been Mountain Dew’s recognition of the need to create a strong gaming ecosystem with experts. This ensures that the Championship benefits from the strengths they bring--be it in the form of technology knowhow or best in class gaming expertise. Over the years, it has become THE name to reckon with in the esports space. We are looking forward to an exhilarating and action packed third edition.” 

Sumanta Datta, Managing Director and Cluster Head – Logitech India and SWA said, "Logitech G is thrilled to be a partner of Dew Arena this year. At Logitech G, we're committed to helping the gaming industry flourish. We believe esports is a growing phenomenon and has a bright future in India. We're planning to be part of this trend, so we can contribute to this community growth. Mountain Dew's drive to place the consumer first and provide memorable experiences, results in building this strong gaming ecosystem. That's something we can really get behind. It's why we're excited to collaborate with Mountain Dew for the championship.

As a brand, Mountain Dew has always been at the forefront of bringing in consumer experiences that have celebrated emerging youth trends and youth platforms. Having historically activated stunt biking, Mountain Dew has now expanded from only adventure sports to esports as well, and Dew Arena is a reiteration of its commitment to gaming in India.
  
Through the course of the championship, gamers will battle it out every day to secure a place in the Dew Arena Grand Finale scheduled to take place in the October 2018.