Goodday, xNOVA aims to promote acceptance, elevate esports potential

KUALA LUMPUR - Goodday today unveils its campaign with xNOVA – a prominent Malaysian esports athlete and 2022 Asian Games bronze medallist – with the aim to promote acceptance and elevate esports to the status of traditional sports.

The launch followed Goodday’s recent partnership announcement during the launch of the National Esports Development Guidelines (NESDEG) under the purview of Youth and Sports Minister Hannah Yeoh.

Etika Sdn Bhd marketing vice president Amy Gan said it was a guide for stakeholders to ensure more effective governance, rights and responsibility among esports enthusiasts and industry players.

"Under Core 6 of the guideline; Application of Science and Sports Medicine in Esports, this is part of Goodday’s efforts to support the esports community by destigmatising myths surrounding esports, particularly in the area of health and fitness," she said during her speech here at the Goodday Charge launch in Damansara.

Besides, she added that Malaysia was the third largest game market in the region with over 14 million players here.

"We see a definitive rise of esports with many talented Malaysian esports athletes being recognised internationally.

"Yet, with all the potential surrounding esports, it is confounding that parents rarely encourage their children to pursue it.

"The negative perception painted towards esports is that it is a sedentary habit where kids stay up all night and neglect their studies, and well-being needs to be addressed.

"We felt that this was a role that Goodday could play in changing mindsets and giving esports athletes the same level of recognition as their peers in sports," she said.

Commenting further, Amy added that they wanted to be the first brand to support esports.

She said through their research, they found that contrary to popular belief, e-sport was a competitive game that required the utmost discipline from its athletes.

"From a strict fitness and sleep regime to sharpening reflexes and concentration, nutrition also plays a vital role in ensuring sustained energy to focus throughout the long game-play hours.

"Goodday Charge is a chocolate milk formulated with ten nutrients and vitamins, including vitamin B complex- which helps to support sustained energy through the day.

"Regardless of the sporting activity, athletes get the goodness of milk plus the energy they need to play at the highest level," she said.

She added that this was more than just a packaging relaunch for the milk, but it was a vessel for them to get their message out there that esports was a force to be reckoned with as much as any other sports.

Amy also said they wanted to inspire conversation and consideration for the esport in society.

"We are proud to have xNOVA as the face of our Goodday Charge campaign as a kickstart to other initiatives soon," she said.