Case Study: KITAMEN x UTOPIA by UNIFI — Grassroots Esports at LVLUP KL
By KITAMEN Esports Solutions • June 2026
Executive Summary
- Client: UNIFI, the broadband brand of Telekom Malaysia, for the first edition of UTOPIA in 2019.
- Held at LVLUP KL, UTOPIA marked UNIFI’s entry into major grassroots gaming events, with KITAMEN as community organiser.
- A multi-platform tournament spanning PC, mobile and console, it became a foundation for the telco’s later esports investments.
Deep Dive: A Telco’s First Step Into Esports
UTOPIA was a high-profile esports initiative launched by UNIFI in collaboration with community organisers including KITAMEN. Its first edition took place in 2019 at LVLUP KL, marking UNIFI’s entry into major grassroots gaming events. As one of the company’s early investments in esports, it paved the way for future large-scale tournaments.
The format was deliberately broad. From PC to mobile, and even console crossovers, the tournaments attracted a diverse field of gamers rather than a single hardcore scene. Streaming performance and recorded highlight content, such as the Utopia Invictus series, showed solid community interest and gave the brand a digital footprint well beyond the event floor.
Local Insight: Why a Telco Goes Grassroots
For a broadband brand, esports is a natural fit: the audience it wants is the audience already online and competing. Building from school and community levels upward, UTOPIA showcased UNIFI’s commitment to nurturing homegrown talent and elevating Malaysian esports culture. The logic holds even harder today, with more than 50% of Malaysians now active gamers, a market a connectivity brand cannot ignore.
Quick Data Snapshot
| Detail | Value | Source |
|---|---|---|
| Client | UNIFI (Telekom Malaysia) | KITAMEN works |
| Event | UTOPIA, first edition, 2019, LVLUP KL | KITAMEN works |
| Format | Multi-platform: PC, mobile and console crossovers | KITAMEN works |
| Active gamers in Malaysia | More than 50% of the population | Niko Partners |
The KITAMEN Standard: Brand Activations Built to Last
The grassroots activation work behind UTOPIA is the same brand-and-community expertise KITAMEN offers today. See the full project on the KITAMEN works page, or read how we build esports events for brands through kitamen.my.
Frequently Asked Questions
What was KITAMEN’s role in UTOPIA by UNIFI?
KITAMEN was one of the community organisers behind UTOPIA, helping UNIFI launch and run its first major grassroots esports event at LVLUP KL in 2019.
What is UTOPIA by UNIFI?
UTOPIA is an esports initiative launched by UNIFI, the broadband brand of Telekom Malaysia. Its first edition in 2019 marked the telco’s entry into major grassroots gaming events.
What games and platforms did UTOPIA cover?
UTOPIA was deliberately multi-platform, spanning PC, mobile and even console crossovers, so it attracted a diverse field of gamers rather than a single scene.
Why did UNIFI invest in grassroots esports?
As a connectivity brand, UNIFI used UTOPIA to nurture homegrown talent and build a community from school and grassroots levels upward, reaching an audience that is already online and competing.
Can KITAMEN run a branded esports activation for my company?
Yes. KITAMEN designs and runs grassroots and brand-led esports activations end to end, the same way it helped UNIFI launch UTOPIA. The full portfolio is on the KITAMEN works page.
Call to Action
Want to launch your brand into esports the way UNIFI did? Let us build it. Chat with Ki on WhatsApp, contact KITAMEN, or explore our services.
Related Knowledgebase Articles
- Esports Event Management in Malaysia (2026): Your Full-Service Tournament Organizer
- Corporate Esports Events in Malaysia (2026): Team-Building, Activations & Tournaments
- University & Campus Esports Tournaments in Malaysia (2026): A Guide for Institutions
- KITAMEN’s Track Record: Brands & Esports Events We Have Powered in Malaysia
Versi Bahasa Melayu
UTOPIA ialah inisiatif esukan yang dilancarkan oleh UNIFI, jenama jalur lebar Telekom Malaysia, dengan KITAMEN sebagai antara penganjur komuniti. Edisi pertamanya berlangsung pada 2019 di LVLUP KL, menandakan kemasukan UNIFI ke dalam acara permainan akar umbi yang besar dan membuka jalan kepada kejohanan berskala besar kemudiannya. Formatnya sengaja luas, merangkumi PC, mudah alih dan silang konsol, menarik pemain yang pelbagai. Persembahan strim dan kandungan sorotan seperti siri Utopia Invictus menunjukkan minat komuniti yang kukuh. Dengan lebih 50% rakyat Malaysia kini pemain aktif, pengaktifan jenama akar umbi yang sama inilah yang ditawarkan KITAMEN hari ini. Lihat projek di laman kerja KITAMEN dan hubungi kami.
