OMODA, the global automotive brand from the Chery Group, has announced a new strategy to connect with younger audiences: making a major investment in the world of eSports.
During the Chery International Business Summit 2026, held in China, the company confirmed a partnership with the VALORANT Champions Tour EMEA (VCT EMEA) and Game Changers EMEA, the leading women’s league in Riot Games’ competitive scene.
The initiative is part of a global brand movement to connect mobility, technology, and digital culture — especially with Generation Z.
eSports as a bridge to young audiences
eSports are no longer a niche; they have become a billion-dollar industry with a strong presence among young people. Games like VALORANT exemplify this transformation, combining structured competition, modern aesthetics, and a highly engaged community.
By associating with VCT EMEA — which brings together teams from Europe, the Middle East, and Africa — and Game Changers, OMODA aims to position itself within this global and diverse ecosystem.
More than cars: a focus on lifestyle
OMODA’s strategy goes beyond simple advertising. The idea is to transform the brand into a true lifestyle symbol, connecting with the habits and interests of the gaming audience.
This includes integrating elements of digital culture into the vehicles themselves, both in design and interior experience.
According to the company, the goal is to make the car an extension of the digital environment that young people already frequent.
OMODA 4 brings a gamer-inspired concept
The highlight of this strategy is the OMODA 4, a recently globally launched model that incorporates the “Cyber Mecha” concept.
The vehicle features a futuristic design inspired by sci-fi aesthetics and gamer culture, along with a cabin equipped with entertainment-focused technology.
Features include:
- Connection with wireless controllers
- Running games directly on the multimedia center
- High-definition screen
- Immersive sound system
The proposal is to turn the car into a true digital entertainment hub.
Features that go beyond gaming
Beyond the gaming aspect, the OMODA 4 also invests in features for everyday life, such as:
- Karaoke mode inside the car
- Specific functions for traveling with pets
- Full integration with multimedia systems
These elements reinforce the idea of a multifunctional vehicle, aligned with the modern lifestyle.
Performance with a sporty edge
In terms of performance, the model also bets on sportier versions. The ULTRA configuration includes:
- Launch control
- Adjustments to the powertrain
- Exhaust with a sporty sound
- Recalibrated suspension and steering
The goal is to deliver a more responsive experience, bringing the driving sensation closer to the idea of “total control” found in competitive games.
Strategy goes beyond marketing
The partnership with the competitive VALORANT scene is not limited to promotional actions. OMODA intends to create a complete ecosystem that unites automobiles, games, and digital culture.
This includes activations at events, immersive experiences, and even the development of products inspired by this universe.
Focus on global cultural relevance
With this initiative, OMODA seeks to differentiate itself within the traditional automotive industry, betting on innovation and cultural connection with young audiences.
The strategy shows how the gaming universe — especially eSports — is becoming increasingly relevant for brands across different sectors.
And, by all indications, this rapprochement between cars and gamer culture is set to grow significantly in the coming years.
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