Samsung Electronics is promoting the World Cyber Games (WCG), which it helped to set up, as part of efforts to encourage more youngsters to buy its products.

"Cyber games are a form of youth culture and we are very optimistic about this market," said Lim Suk-il, senior manager with the global marketing operation of Samsung Electronics.

The firm hopes the Games will become as popular as the Olympics, the football World Cup and the Formula One car race.

In 2000 Samsung and two other firms founded the International Cyber Marketing, the global organizer of the Games. Samsung has since continued to be a sponsor and investor.

Sports sponsorship, product quality and fashionable design are the main reasons for the quick rise of the firm's brand influence.

Lim said he believed the WCG, with its huge attraction among young people and the wide use of electronic devices like computers and digital gadgets can become a good platform for a new brand campaign.

His company has been the top sponsor for the WCG global contest and also national contests in many countries. This year, more than 6,000 participants competed in 15 cities in China. In the global finals last month in Singapore, more than 600 players from 67 countries and regions competed for a total prize of US$435,000.

"Our focus is potential young customers," said Lim.

He recalled that in his childhood, many youngsters were told Sony was the best, and Sony did become the premium brand among young people. Therefore, said Lim, Samsung Electronics should do the same to educate young people now.

Samsung Electronics overtook Sony to become the world's number one consumer electronics brand last year.

Last year the WCG introduced the host city concept, which allows cities to apply to host the games and popularize cyber games in that country or region. In 2007, finals will be held in China, where millions of people play online games.

Zhong Chaojun, a Guangzhou-based brand and marketing expert, said it was a smart move to catch consumers while they were young and encourage them to buy a particular brand.

"Samsung Electronics has become a superstar in brand building and its image of fashion among young people is a key to its success in mobile phone markets," he said.

However, he added that the WCG, despite its reputation among hard-core game fans, is still only known among a limited group of people. Therefore, he said, Samsung Electronics will have to invest in the event for several years and try to extend its influence to ordinary consumers.

This year, US microprocessor giant Intel joined the WCG as the first regional sponsor.

(China Daily December 7, 2005)