Domino’s Pizza continues to embrace the innovative with eSports investments
Domino’s Pizza, the market-leading pizza house chain that’s as famous with investors for its innovative use of tech as it is for its fast food, has committed to yet another innovative spending strategy. The company is getting into eSports. Domino’s originally made a move in this direction back in August, when it partnered with eSports event platform Gfinity, giving it an exclusive “in-show presence” over 80 hours of prime competitive gaming. Now, it’s taking it a step further.
Domino’s share price has risen by 5% over the last 30 days
Source: Yahoo Finance
Domino’s has recently unveiled the branding for its new eSports initiative, featuring the tagline “Gaming is Pizza Party Time”. But this is just the beginning. Ba U Shan-Ting, the company’s CEO for Malaysia and Singapore, revealed that the company is planning a “six-figure” investment in the development of eSports over 2019 and into the future.
Domino’s is also planning to create an in-house eSports marketing team, and one day hopes to establish leagues and teams of its own. But that’s a step away yet – the company has spent the last 11 months learning all about the industry, and it plans to evolve into a major position within it over years rather than months.
Ba explained some of the research that went into the launch, saying: “Prior to Domino’s e-sports launch, we held discussions and talks with those in the industry. Among the key areas brought up include grassroots development being an integral component to the industry, as well as having trainings and boot camps to develop, sharpen and increase the skillsets of participants.”
It's an unusual move for a pizza company, but the company has a habit of investing in tech that can spur it onwards, whether that’s apps, autonomous deliveries, or more. Given the pace at which eSports is expected to grow, Domino’s may have struck lucky by becoming a first-mover, in the restaurant space, to embrace it.
Dominion holds Domino’s Pizza in its Global Trends Managed Fund.
If you would you like to receive the Newsfeeds daily, please click here to sign up now!Help us make this Newsfeed better by rating this article. 1 star = Poor and 5 stars = Excellent
- Click here to print this story: Print
The views expressed in this article are those of the author at the date of publication and not necessarily those of Dominion Fund Management Limited. The content of this article is not intended as investment advice and will not be updated after publication. Images, video, quotations from literature and any such material which may be subject to copyright is reproduced in whole or in part in this article on the basis of Fair use as applied to news reporting and journalistic comment on events.