Astro and Chinese eSports platform Huomao have launched Tamago, a new live streaming platform targeted at millennials in Southeast Asia.
Tamago focuses on localized user generated content in Malaysia, Indonesia, the Philippines and Vietnam. Since its soft launch two months ago, Tamago has signed up over 150,000 users across Southeast Asia, Astro says.
Tamago allows viewers to explore interactive features such as live streaming, gifting (including virtual spending), real time interactions and content creation. Viewers can engage in real time via live chats as well as reward content creators with virtual gifts that can be purchased through in-app purchases via microtransactions on the Tamago platform. Tamago users can also enjoy exclusive live gaming and video content such as Office War, eGG Clan and many other DotA 2 majors and minors from eGG Network and new reality show, Symphony of Love.
“We believe there is a strong interest in the live streaming space in Southeast Asia especially amongst millennials,” said Henry Tan, chief content and consumer officer at Astro Group. “Live streaming is an amazing way for people to connect and interact in real time and Tamago is well served by content creators, entertainers, musicians, gamers, social influencers and Astro celebrities.”
Naomi Wu, chief operating officer of Huomao, said the Tamago platform “presents new creative possibilities for sponsored content and native advertising as we have seen in China, which is of great interest to advertisers seeking branded content.”
The Tamago app is available for free on the App Store and Google Play Store.