Esports in Africa has moved far beyond its early days as a niche hobby.
Today, it represents a dynamic ecosystem where talent, creativity and culture converge on a continental stage, producing players who can compete globally and audiences as passionate as any traditional sports fan.
For three consecutive years, Ballantine’s Blended Scotch Whisky has stood alongside the gaming community, GAMRX, Africa’s premier gaming festival, championing the players, culture and community that shape the continent’s esports scene.
This consistent presence has helped cement the brand as a committed partner actively contributing to the growth and visibility of African gaming on the global stage.
Ballantine’s journey began well before GamrX4rce 2025. In January, the brand hosted “True Beginnings with Ballatine’s” at Carven, an intimate gathering for gamers and creators. This session went beyond competition, offering a vision boarding exercise and immersive creative workshop that encouraged participants to reflect on their ambitions, set goals and connect with peers.
Designed to embody the “Stay True” ethos, these engagements celebrated authenticity, nurtured creativity and supported talent at every stage of the journey.
By August, the energy from these early-year experiences culminated in GamrX4rce 2025, which transformed the Landmark Convention Centre into an arena of innovation, nostalgia, and high-energy competition. Gamers and enthusiasts from across Africa, including Senegal, Kenya, Ghana and Mauritius, experienced an event that celebrated gaming as both a craft and a culture.
The Customised Ballantine’s Experience Centre was a major draw, offering retro PlayStation 1 and 2 classics and modern multiplayer challenges. Instant match replays and advanced setups brought the thrill of competition to life, while friendly challenges invited both veterans and newcomers to test their skills in an environment that rewarded creativity and engagement.
Beyond the games, Ballantine’s immersive zones deepened the experience. Fans took on the Quest Cards to earn merchandise like hoodies and snapbacks, painted digital tribute walls honouring pro gamers and enjoyed the Chill Zone and Bar Zone, where signature cocktails, Ballantine’s Apple, Ballantine’s Sour and Ballantine’s Lightening were crafted with the same precision gamers bring to their play.
The gaming festival pulsed with variety: cosplay contests, VR experiences, tech-driven dance battles like the Just Dance challenge curated by Ballantine’s at the Play Zone and retro gaming activations ensured there was something for every type of gamer.
The presence of pro gamers reinforced the aspirational energy, inspiring both casual players and rising esports stars.
What sets Ballantine’s apart is its commitment across the full lifecycle of gaming engagement: from personal growth and community building to large-scale celebration and global visibility.
By bridging intimate workshops with immersive gaming festival experiences, the brand has created a model for authentic, long-term engagement that celebrates skill, individuality, community and culture.
GamrX is the future of African esports and Ballantine’s role showed that gaming is a lifestyle, a cultural touchstone and a platform for self-expression. By consistently showing up, supporting gamers at every level and creating spaces where players can shine competitively and creatively, Ballantine’s is cementing itself as a cornerstone of Africa’s gaming innovation ecosystem.
As African gaming continues to grow, so too will the opportunities for the brand to engage meaningfully with the community, staying true to the game while helping define its future.
