Domino’s Pizza continues to embrace the innovative with eSports investments
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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 Domino’s originally made a move in this direction back in August, when it partnered with eSports event platform Gfinity, giving it an exclusive “in-show presence” over 80 hours of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

graph 1411 dominos

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.

Disclosure
Dominion holds Domino’s Pizza in its Global Trends Managed Fund.


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