Mountain Dew is excited to announce the launch of the Dew Challenge 2024/2025 in collaboration with Honor of Kings, the world’s most-played mobile Multiplayer Online Battle Arena (MOBA) game. Following last year’s historic success, which included both online and on-ground events such as paintball tournaments and two Guinness World Records, this season promises even greater challenges and experiences for gamers across Malaysia. With new digital activations, exclusive prizes, and thrilling competitions, the Dew Challenge 2024/2025 is set to elevate esports to new heights.
The partnership between Mountain Dew and Honor of Kings aims to bring the exhilarating world of esports closer to fans across Malaysia. With over 100 million daily active users globally, Honor of Kings has become a staple in the gaming community. This collaboration enhances the Dew Challenge by making it more inclusive and accessible to Malaysian esports fans, particularly with the game now offering language localisation options for accessibility. By merging the thrilling universe of Honor of Kings with the adrenaline-fueled excitement of Mountain Dew, this partnership creates a dynamic platform where esports enthusiasts can connect, compete, and conquer. As part of this year-long campaign, participants can look forward to an action-packed experience filled with rewarding opportunities.
The collaboration between Mountain Dew and Honor of Kings was celebrated at EsportsLAH 2024, an event that seamlessly merged esports excitement with sneaker culture. Hosted on the 2nd and 3rd of November at the Malaysia International Trade and Exhibition Center (MITEC), EsportsLAH attracted gaming enthusiasts who enjoyed two days of live gaming, competitions, and exclusive giveaways. Attendees eagerly lined up at the Mountain Dew booth to experience the new partnership and join in the interactive activities, including the popular "scream machine" challenge, which rewarded participants with Mountain Dew drinks and Dew Challenge merchandise.
Adding a special touch to the event, Khairy Jamaluddin, former Malaysian Minister of Health and a prominent advocate for youth and the arts, attended with his family. His participation in the "scream machine" challenge delighted the crowd and elevated the vibrant atmosphere. The excitement continued as Mountain Dew unveiled limited-edition sneakers, cementing the event as a memorable celebration for the gaming community.
Five designs of the sneakers were unveiled, based around the iconic Honor of King's heroes and valued at RM7000. As part of the Dew Challenge 2025, fans of the game can now stand to win the sneakers for themselves via an online raffle: simply head over to www.dewchallenge.com or follow Mountain Dew Malaysia on Facebook and Instagram for the entry code and updates. Alongside this, the campaign features a lucky draw with fantastic prizes and giveaways, plus access to an online redemption store offering exclusive Mountain Dew x Honor of Kings merchandise. Don’t miss your chance to win big—stay tuned and join in the excitement!
Following the EsportsLAH launch, the Dew Challenge continues with a series of tournaments in November, giving gamers across Malaysia a chance to compete for prizes. These tournaments will run across three dates:
● 23 November 2024
● 30 November 2024
● 7 December 2024
Each tournament offers a prize pool of up to RM2,500 for the winning team, along with additional Honor of Kings in-game rewards and other sponsored prizes! These tournaments are open to all players, providing a platform for both casual and competitive gamers to showcase their skills and earn exciting rewards.
However, if you’re serious about your gaming skills and want to test them, get ready to join the official premier tournament running from 9th December to May 2025! Challenge other gamers for a chance to participate in the Grand Finale of the Dew Challenge ‘25, where you’ll be competing for a share of a prize pool of up to RM500,000!
"We’re thrilled to partner with Honor of Kings, a game that, like Mountain Dew, stands out for its innovation and ability to keep fans engaged,” said Amy Gan, Vice President of Marketing, Etika Sdn Bhd. “Honor of Kings continually introduces new features to keep the gameplay fresh and dynamic, while Mountain Dew has led the way in advertising and marketing, breaking two world records with the Dew Challenge last year and pushing the boundaries of what's possible. As the exclusive community and beverage partner for Honor of Kings in Malaysia, we aim to offer players more than just a drink—it’s about creating an experience that unites people around shared passions, teamwork, and friendly competition. Supporting a title that connects so well with the local community through localized content aligns perfectly with our commitment to engaging with and celebrating Malaysia’s vibrant esports community.”"
“The Dew Challenge, which we’re thrilled to launch at EsportsLAH 2024, is our way of creating a space where both casual and competitive players can experience the world of Honor of Kings alongside Mountain Dew. We envision a long-term partnership that not only brings fun and rewards to the local gaming community but also helps cultivate Malaysian gaming talent. Our goal is to support Malaysian players in reaching the global stage, and with Mountain Dew as a beverage partner, we offer a refreshing boost to keep players energized as they enjoy their gaming journey. We’re excited to bring people together for a series of fun competitions, and community-centred activities”
“The partnership with Mountain Dew marks an exciting milestone for Malaysian fans, uniting two brands that thrive on innovation, high-energy engagement, and building strong community connections,” stated Ashley Phuah, Senior Business Development Manager, Southeast Asia for Tencent. “Both Mountain Dew and Honor of Kings are driven by a commitment to keeping things fresh and exciting for fans, constantly pushing the boundaries of what’s possible. Mountain Dew’s pioneering spirit in creating dynamic, interactive experiences aligns perfectly with Honor of Kings’ dedication to immersive gameplay and community engagement. Through this collaboration, we aim to bring even more unique and unforgettable moments to our players, from exclusive in-game and event rewards to collectable merchandise available only through the Dew Challenge 2024/2025. This partnership is not only about fun and competition—it’s about inspiring fans and connecting with a shared passion for the vibrant world of esports and gaming.”
The Dew Challenge 2024/2025 season promises to be an unforgettable journey for gamers across Malaysia, filled with countless opportunities to connect and showcase their skills. From live events to online tournaments and engaging competitions, the partnership between Mountain Dew and Honor of Kings guarantees an action-packed year brimming with rewards and excitement.
So what are you waiting for? Head over to www.dewchallenge.com to sign up and be in the running for their journey to victory. Whether you're a seasoned player or new to the game, the Dew Challenge is your opportunity to prove your skills and claim amazing rewards!
This content is provided by Ampersand Advisory.
The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.
Interested in having your press releases, exclusive interviews, or branded content articles on Malaysiakini? For more information, contact [email protected] or [email protected]
