In an exciting development, OverActive Media is announcing a major expansion of their Spanish esports organisation, Movistar KOI, into China this year. This strategic move aims to engage directly with local fans through dedicated social media and streaming platforms. Movistar KOI plans to establish a presence on Weibo, akin to Facebook in the West, and BiliBili, a video site to encourage relevant esports content creation.
This expansion is a key component of OverActive Media’s ambition to penetrate high-potential markets, having already established their footprint in Europe and North America. The venture marks their second significant expansion in 2025, following a successful entry into Latin America.
China presents a prime opportunity for Movistar KOI, especially with the upcoming League of Legends 2025 World Championship set to take place there this year. By curating localised content, the team aims to strengthen its foothold in a region boasting approximately 490 million esports enthusiasts, as reported by the Electronic Sports Committee of China Audio-Video and Digital Publishing Association.
In 2024, the Chinese esports sector saw impressive revenues of around 27.568 billion RMB (~£2.97 billion), with live streaming contributing 80% of this substantial figure. Adam Adamou, CEO of OverActive Media, stated, “Expanding into China is an important step… China has a large, passionate fan base, and this gives us a strong opportunity to introduce Movistar KOI to a new audience.”
OverActive Media, headquartered in Toronto, Canada, owns several franchise teams, including Movistar KOI, which participates in League of Legends and VALORANT, as well as Toronto Ultra from the Call of Duty League. Their extensive portfolio features partnerships with prominent brands like Movistar, CUPRA, Kappa, and Razer, reinforcing their ambitious growth in the esports realm.
OverActive Media is expanding Movistar KOI into China to enhance local fan engagement using platforms like Weibo and BiliBili. This move aligns with the upcoming League of Legends World Championship, targeting the vast Chinese esports market with 490 million users and substantial revenue potential. CEO Adam Adamou highlighted the significance of this expansion as part of their broader growth strategy.
In summary, Movistar KOI’s expansion into China signifies a pivotal moment in OverActive Media’s strategy to deepen engagement in a booming esports market. With the League of Legends World Championship on the horizon, the team is poised to connect with a vast audience. As they harness partnerships and local channels, Movistar KOI’s future in China looks promising, tapping into an eager fan base ready for new content.
Original Source: esportsinsider.com
