Campaign Spotlight

Campaign Spotlight: VMLY&R Philippines Gives E-Sports Giant Mineski Global a New “Game Face” in Creative Rebrand

MANILA, PHILIPPINES – Global brand experience agency VMLY&R is giving esports giant, Mineski Global a new skin with a creative rebrand, mapping the brand’s journey from start-up to esports leader.

A pioneer in the gaming industry, Mineski Global is the largest esports organisation in Southeast Asia. Established in 2004 in the Philippines, the company levelled up from humble beginnings as a popular internet café based in Manila, to a globally respected esports and games company, with teams in the Philippines, Thailand and Indonesia, and plans to expand globally.



The company also now spans several business units with services covering event and tournament organisation, to esports team management, training and curriculums to tech and advertising solutions for internet cafes and businesses. It recently inked a landmark partnership with the Philippine Collegiate Champions League (PCCL) for its Youth Esports Program (YEP), a comprehensive esports programme targeting colleges and universities across the country. Mineski Global also operates its own esports news hub,, built from its passionate community for the Asian gaming community.

VMLY&R Philippines was appointed to take Mineski Global to the next level, delivering a globally competitive positioning for the brand by uniting all of its assets with a uniformed and disciplined brand architecture spanning all of its media platforms, audiences and geographies.


VMLY&R chose to speak in the language of the gaming category, paralleling the brand’s growth with the journey of a gamer, starting off at warrior level before triumphantly battling to reach hero status to colourfully narrate Mineski Global’s storyas a brand. This theme is also evident in the new company logo, which uses gaming graphics to represent the brand’s evolution from a cybercafe gaming operation toSoutheast Asia’s largest esports powerhouse.

“VMLY&R understood where we are coming from as a brand, and was able to deliver a new identity that represents our evolution as a serious esports organisation, defining our brand story and positioning us as a hero brand on a global scale.” said Ronald Robins, Chief Executive Officer, Mineski Global.

“We are driven by the desire to make esports the number one sport worldwide through our brand values. In order to communicate these values, and position the brand at a global level, it was important to speak to our audience in a way that resonates with the category and is consistent across every channel, to ensure a thoroughly connected brand experience,” he added.

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