From Shanghai to the World: Followers at the Global Esports Conference

Two months ago, our CFO Antonella Mancini traveled to China to speak at the Global Esports Conference in Shanghai—one of the most influential industry events in the region and a true milestone for the evolution of sports marketing and esports on a global scale. Her participation highlighted KRÜ’s journey as an Argentine case study and opened new opportunities for dialogue with the leaders shaping what comes next in digital entertainment.

During her session, Antonella shared how sports marketing ecosystems can transcend cultural differences and build meaningful connections with audiences worldwide. KRÜ’s path—born in Argentina and expanded globally—showed the potential Latin American brands have to stand out and lead within the global industry.

But the trip was just as much about learning as it was about sharing. Being in Shanghai offered direct exposure to the trends and forces currently redefining the industry:emerging technologies, AI-driven creative and strategic tools, new engagement models, and especially the shifting consumption habits of Gen Z, who continue to reshape global entertainment. These insights are already fueling how we advise our clients across LATAM, the U.S., and beyond.Experiences like this strengthen our agency’s ability to evolve, anticipate change, and apply cultural intelligence with precision.

Conversations with leaders from Riot Games, NetEase, Tencent Games, Wolves, EDG Esports, and other major players underscored the speed of innovation in Asia and the central role China now plays in the future of esports and sports business.

As Antonella put it:

“Being in China reminded me that staying relevant isn’t about chasing trends—it’s about understanding where they’re born. We go to these markets to bring the future back to our clients.”

Returning from Shanghai meant coming back energized, inspired, and with a sharper vision of the road ahead. The ambition and momentum of the Chinese market made one thing clear: it has become an essential reference point for anyone seeking global impact in sports, esports, and digital entertainment.

We came back proud, motivated, and ready to apply everything we learned to what comes next. 💜⚽🎮