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Marketing to Gen Z Gamers & Esports Industry in Southeast Asia

  • Digital Marketing & Comms
Next Intake: 18 Sep 2025 (Thu)
  • Basic
  • SkillsFuture
  • Short Courses

This programme is conducted on-campus.

Next course starts on
18 Sep 2025 (Thu) See Full Schedule
Fee
SGD2,180* (as low as SGD254 after maximum funding) Learn More
Duration

2 days
Day 1: 9am - 5pm
Day 2: 9am - 6pm

Level
Basic

Who Should Attend

  • Marketers
  • Brand Managers
  • Professionals interested in understanding and tapping into the Gen Z gaming market in Southeast Asia and India, and those looking to expand their marketing strategies

PREREQUISITES

Participants should have at least 2 years of working experience.

Overview

Level up your reach and engagement with Gen Z gamers in the diverse Southeast Asia and India markets.

This two-day course offers valuable insights into the unique characteristics of Gen Z and provides a comprehensive understanding of the gaming landscape, esports, and the role of social media and Key Opinion Leaders (KOLs) in marketing to this demographic.

Through interactive discussions and case studies focused on Southeast Asia and India, participants will develop practical strategies for utilising social media platforms and leveraging KOLs to effectively market to Gen Z gamers.

Learning Objectives

At the end of the 2-day programme, participants will be able to:

  • Understand the unique characteristics and preferences of Gen Z gamers in Southeast Asia and India as consumer segments
  • Explore the impact of esports on the gaming industry in Southeast Asia and India and its potential for marketing opportunities
  • Identify effective social media platforms and channels to engage Gen Z gamers in Southeast Asia and India
  • Learn practical strategies for utilising social media for marketing campaigns targeting Gen Z gamers
  • Understand the role of Key Opinion Leaders (KOLs) and influencers in the Southeast Asia and India markets and their influence on Gen Z gamers
  • Discover successful case studies and best practices for utilising social media and KOLs to market to Gen Z gamers in Southeast Asia and India

Topic/Structure

  • Understanding the gaming and esports landscape
  • Exploring marketing strategies to enter the space effectively
  • Learning how to set-up a clear game plan for success
  • Going in-game with a big idea
  • Using social media strategically as a media opportunity

Assessment

  • Group Presentation
  • Multiple Choice Questions

Participants are required to attain a minimum of 75% attendance and pass the associated assessment in order to receive a digital Certificate of Completion issued by Singapore Management University.

Calculate Programme Fee

Click here for more infomation about SkillsFuture Credits (Not applicable for Company-sponsored participants)
For PSEA - Available only for Singapore Citizen below 31 (Not applicable for Company-sponsored participants)

Total Program Fee: SGD0.00

Fee Table

COMPANY-SPONSORED

PARTICIPANT PROFILE

SELF-SPONSORED

SME

NON-SME

Singapore Citizen < 40 years old

Permanent Resident

LTVP+

$654

(After SSG Funding 70%)

$254

(After SSG Funding 70%
+ ETSS Funding 20%)

$654

(After SSG Funding 70%)

Singapore Citizen ≥ 40 years old

$254

(After SSG Funding 70%
+ MCES Funding 20%)

$254

(After SSG Funding 70%
+ ETSS Funding 20%)

$254

(After SSG Funding 70%
+ MCES Funding 20%)

International Participant

$2,180

(No Funding)

$2,180

(No Funding)

$2,180

(No Funding)

All prices include 9% GST

Please note that the programme fees are subject to change without prior notice.

Post Secondary Education Account (PSEA)
PSEA can be utilised for subsidised programmes eligible for SkillsFuture Credit support. Click here to find out more.

Self Sponsored

SkillsFuture Credit

Singapore Citizens aged 25 and above may use their SkillsFuture Credits to pay for the course fees. The credits may be used on top of existing course fee funding.

This is only applicable to self-sponsored participants. Application to utilise SkillsFuture Credits can be submitted when making payment for the course via the SMU Academy TMS Portal, and can only be made within 60 days of course start date.

Please click here for more information on the SkillsFuture Credit. For help in submitting an SFC claim, you may wish to refer to our step-by-step guide on claiming SkillsFuture Credits (Individual).

Workfare Skills Support Scheme

From 1 July 2023, the Workfare Skills Support (WSS) scheme has been enhanced. Please click here for more details.

Company Sponsored

Enhanced Training Support for SMEs (ETSS)

  • Organisation must be registered or incorporated in Singapore
  • Employment size of not more than 200 or with annual sales turnover of not more than $100 million
  • Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
  • Trainees must be Singapore Citizens or Singapore Permanent Residents
  • Trainees must not be a full-time national serviceman
  • Trainees are eligible for ETSS funding only if their company's SME status is approved prior to the course commencement date. To verify your SME's status, please click here. 

Please click here for more information on ETSS.

Absentee Payroll

Companies who sponsor their employees for the course may apply for Absentee Payroll here. For more information, please refer to:

AP Guide (Non-SME Companies)
Declaration Guide (SME Companies)

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Trainers

Robert Gaxiola
Managing Partner
Playbook XP
Robert Gaxiola
Managing Partner
Playbook XP

Robert is a seasoned creative leader in the gaming, entertainment, and digital media ecosystem, with extensive experience in content and integrated solutions. He has a proven track record of driving growth and innovation within the advertising and gaming industries. With a solid background in leading creative agencies such as Ogilvy (Singapore), Bates (Singapore), and Goodby Silverstein & Partners (San Francisco, USA), Robert brings a wealth of expertise in creative direction and strategic planning. Currently, as the Managing Partner of Playbook XP, he collaborates with top brands to harness the power of the gaming and esports ecosystem. He excels in developing and executing strategies that drive engagement and growth. With a deep understanding of esports, game design, digital media trends, and a lifelong passion for gaming, Robert is dedicated to advancing the industry through creative and executive-level education.

Jenny Hall
Managing Partner
Playbook XP
Jenny Hall
Managing Partner
Playbook XP

Jenny is a seasoned gaming consultant with a proven track record of helping global game publishers and consumer brands navigate the complex and dynamic world of gaming. Jenny has been honoured with presenting and moderating at major gaming industry conferences and providing thought leadership on gaming trends, insights and the future of the gaming ecosystem. Prior to co-founding Playbook XP gaming consultancy in 2023, Jenny has had a 23+ year career spanning market research, creative and gaming. Most recently she spearheaded Strategic Partnerships & Sales for Ampverse, an esports & gaming entertainment company in Asia.  Prior to which she co-launched & lead Brand Partnerships at Talenthouse APAC, an open-source creative platform & agency. The importance she places on leveraging analytics to provide actionable insights stems from her 11+ year experience in market research at Kantar, formerly a part of WPP.    

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