Razer launches SEA HQ in Singapore with retail store and cafe

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Razer has launched its new Southeast Asia headquarters in Singapore. The office is located at One-North, home to Singapore's technology and business hub, to facilitate the brand's hypergrowth strategy in the region. Additionally Min-Liang Tan, Razer’s co-founder and CEO, said that the company is looking to expand its workforce in Singapore from 600 to 1,000 employees.

"Our gamer-centric ecosystem has redefined the gaming experience for more than a decade with the introduction of innovative solutions and whole new product categories, and we’re not planning on slowing down,” he added. MARKETING-INTERACTIVE has reached out to Razer for comments regarding marketing hires.

Earlier in February, Tan said in a LinkedIn post that Razer was hiring for approximately 1,000 positions at the new office, but did not specify the type of roles available. Later in July, it appointed former StarHub head of digital loyalty marketing and partnership Sheralyn Yap as its head of Razer Silver (B2C). Razer Silver is Razer's rewards currency that members can use to redeem for products such as discounts off Razer products and digital rewards such as games, gift vouchers, among others.

Razer has also partnered with flexible workspace provider JustCo to offer businesses a holistic workspace solution, and better support the implementation of their hybrid work or workforce decentralisation arrangements, within Razer’s creative hub.

According to a statement by Razer, the new headquarters features an iconic black façade with acid green lines streaking across the building, as a tribute to its iconic aesthetic. Razer has also allocated a designated space for hosting esports workshops, training sessions, and supporting local esports teams and talents.

The workspace also embodies Razer's sustainability initiative #GoGreenWithRazer, Razer’s ten-year plan to preserve nature and protect the environment. As part of its initiative, the brand also recently launched an animated series starring its sustainability mascot, Sneki Snek, to raise awareness among young fans on what they can do to live more sustainably.

Additionally, the building features Singapore's first RazerStore and RazerCafe, which will be open to the public from 28 October 2021. RazerStore Singapore will offer fans a chance to sample and explore Razer’s full range of products, and get a first-hand look at the brand's latest innovations and creations. At the RazerCafe, guests can order a beverage at the store or pre-order a cup of coffee through the RazerCafe app and collect it in-store; made and served by Razer's robotic barista arm.

Tan said, "The new regional hub represents everything that Razer stands for, from innovation, to design, to sustainability, and will not only be home to Razer’s growing staff, but to up-and-coming entrepreneurs, and even gamers looking for a place to train and learn as well.”

According to Razer's statement, it will continue to forge close partnerships with various stakeholders and esports federations in Southeast Asia to support the growth of esports in the region. It will also hold a livestreaming event in November to celebrate the opening of Razer’s headquarters opening with fans across the region.

Separately, Razer shut down its eWallet services Razer Pay and Razer Card in both Malaysia and Singapore on 1 October. "Since the launch of the beta, we have been able to test-bed multiple innovative products and features with the valuable feedback provided by our users and partners. With the end of the beta, we are committed to ensure that all account withdrawal and closure processes are user-friendly and compliant with regulations. We look forward to innovating more solutions in the future for our community," said Razer.

Join our Digital Marketing Asia conference happening from 9 November 2021 - 25 November 2021 to learn about the upcoming trends and technologies in the world of digital. Check out the agenda here.