KUALA LUMPUR (Dec 15): Astro Malaysia Holdings Bhd has teamed up with China’s eSports live streaming platform Huomao to offer Tamago, a live streaming platform that focuses on localised user generated content (UGC) in Southeast Asia. 

According to Astro, since Tamago’s soft launch two months ago, the app has garnered over 150,000 users across the region.

The mobile app — available via free download — is formed on Astro’s belief there is a strong interest in the live streaming space in Southeast Asia, especially among millennials, said Astro chief content and consumer officer Henry Tan. 

“Live streaming is an amazing way for people to connect and interact in real time and Tamago is well served by content creators, entertainers, musicians, gamers, social influencers and Astro celebrities,” Tan said in a statement. 

Praising Astro’s strength as a regional leader in content business, Huomao chief operating officer Naomi Wu said combined with Huomao’s technology, Tamago is well-positioned to drive “a new form of entertainment” made possible with real-time video streaming.

“This also presents new creative possibilities for sponsored content and native advertising as we have seen in China, which is of great interest to advertisers seeking branded content.  

“We are glad to have an opportunity to be a part of Tamago and to lend support in the areas of technology and operations,” Wu said. 

Tamago’s focus is put on localised UGC from Malaysia, Indonesia, the Philippines and Vietnam. It allows content creation, live streaming and gaming, virtual spending and gifts, as well as real-time interaction with other users, Astro added.  

“Viewers can engage real time via live chats, as well as reward content creators with virtual gifts that can be purchased through in-app purchases through micro-transactions on Tamago,” Astro said. 

As part of its marketing campaign, the mobile app will live-stream Hatsune Miku Expo 2017 in Malaysia, which will be held on Dec 16. Hatsune Miku is a digital Japanese humanoid persona, voiced by a singing synthesizer application developed by Crypton Future Media. 

Additionally, Tamago users are also able to watch live streams by over 190 content creators and social influencers, including Malaysian superstars Zizan Razak and Lisa Surihani; Astro celebrities and personalities Hafiz Suip and YouTube sensation Chaleeda Gilbert, the statement added.