Amy Gan, the vice-president of marketing for Etika Sdn Bhd, which distributes the beverage, said they were thrilled to partner with “Honor of Kings”, a game she said stood out for its innovation and ability to keep fans engaged.

Etika, she added, wanted to create an experience that unites people around shared passions, teamwork, and friendly competition.

“Supporting a title that connects so well with the local community through localised content aligns perfectly with our commitment to engaging with and celebrating Malaysia’s vibrant esports community,” she said in a statement.

Ashley Phuah, senior business development manager, Southeast Asia for Tencent, said the partnership with Mountain Dew marks an exciting milestone for Malaysian fans.

“Honor of Kings” was developed by TiMi Studio, a subsidiary of Tencent Games.

Phuah said the partnership united two brands that thrive on innovation, high-energy engagement, and building strong community connections.

“Both Mountain Dew and ‘Honor of Kings’ are driven by a commitment to keep things fresh and exciting for fans, constantly pushing the boundaries of what’s possible.

“Through this collaboration, we aim to bring even more unique and unforgettable moments to our players.”

The latest edition of the Dew Challenge comprises three tournaments, namely on Nov 23, Nov 30 and Dec 7.

The winning team stands to take home a prize pool of up to RM2,500 along with additional “Honor of Kings” in-game rewards and other sponsored prizes.

Serious gamers who want to test their skills can join the premier tournament which runs from Dec 9 to May 2025 for a chance to participate in the Grand Finale of the Dew Challenge ’25, which offers a share of a prize pool of up to RM500,000.