SportsHero Expands Southeast Asian HeroPlay Reach with Razer Gaming Deal

SportsHero (ASX: SHO) has signed an agreement with Razer to distribute more than 1,000 gaming-related digital products and services through HeroPlay, adding a major new commercial category to its Southeast Asian gaming platform.

The range will include top-up vouchers for titles such as Mobile Legends: Bang Bang, Free Fire, PUBG, and Razer Gold, alongside e-pins for PlayStation Store, Xbox, and Roblox.

Integration will begin immediately, with Razer products expected to become available through HeroPlay during the current quarter.

The agreement takes HeroPlay beyond its existing mobile casual gaming subscription base into products spanning console, personal computer, and mobile gaming, broadening the audience and spending categories SportsHero can address.

Razer Gold has more than 28 million registered users and is available across more than 42,000 games and entertainment titles, while Razer’s wider software suite has more than 200 million users.

Major Product Category Added

The Razer deal is SportsHero’s first major supply agreement for the broader HeroPlay Gaming Universe being developed with teleco partners across Southeast Asia, and also marks its initial expansion into vouchers, gift cards, and digital rewards.

SportsHero will generate revenue through commissions or fees on products sold, retaining the full margin on sales through its own channel while sharing margin with telco partners on sales through their channels.

There is no minimum expenditure or recurring cost attached to the agreement, leaving revenue dependent on successful sales through HeroPlay and with margins varying by channel or product.

“This agreement with Razer is the first in what we expect will be a series of strategic supply partnerships as we continue to expand the HeroPlay Gaming Universe,” chief executive officer Tom Lapping said.

“It materially broadens the product range we can offer and represents an important step in our strategy to build a larger, more diversified gaming platform.”

Moving Beyond Subscriptions

SportsHero launched the HeroPlay mobile casual gaming subscription platform in November 2025 in partnership with Indosat, Indonesia’s second-largest telco provider with about 94 million customers.

The subscription offering generated what SportsHero described as encouraging subscriber acquisition and engagement metrics during its first six months of operation, supporting the decision to accelerate the broader HeroPlay buildout.

Supplied industry estimates value the global gaming market at about US$205 billion, with subscriptions accounting for roughly US$13 billion or 6.3% of expenditure and vouchers and gift cards representing about US$22 billion or 10.7%.

In-app purchases make up the largest segment at an estimated US$103 billion, followed by in-app advertising at US$62 billion, both of which sit within SportsHero’s longer-term product roadmap.

SportsHero plans to establish multiple supplier relationships across these categories with recognised gaming publishers, brands, and aggregators, creating a more diversified gaming commerce ecosystem through its telco distribution network.

Ongoing Partnerships Focus

The Razer agreement gives HeroPlay exposure to a broader mix of console, personal computer, and mobile users while adding products from platforms including Steam, PlayStation, Xbox and Razer Gold.

SportsHero considers that broader catalogue capable of strengthening HeroPlay’s proposition to telcos, operators, publishers and consumers as the platform expands beyond subscription gaming.

Commercial discussions are already underway with additional gaming publishers, brands, and content providers across multiple product categories.

SportsHero intends to continue broadening both its supplier network and telco distribution footprint across Southeast Asia as it develops HeroPlay into a platform spanning the principal gaming expenditure categories identified in its strategy.