Johannesburg – What started as an experimental response to global lockdowns has grown into one of South Africa’s most dynamic cultural movements. The Toyota Gaming Engine (TTGE) has been awarded Gold in the Influencer Strategy category at the 2025 Mark Awards, cementing its place as a benchmark in brand-led gaming communities.
When the world hit pause in 2021, Toyota chose to hit play. With stadiums empty and live sport silenced, TTGE was launched to keep fans connected to the thrill of competition. It quickly evolved into a home for esports professionals, football fanatics, sim-racing purists, and casual gamers alike. From FIFA thumb wars and Gran Turismo showdowns to playful mobile challenges, TTGE embraced a simple but powerful ethos: everyone plays “for the sport of it.”
From Lockdown Experiment to Cultural Force
Four years on, TTGE has grown into a vibrant hub where passion meets play. Its success has been defined not only by a loyal and growing audience but by results that underscore its impact:
- More than 7,000 new sign-ups in the past year
- Over 100 million impressions across platforms
- Nearly 10 million views on content
- An extraordinary 11:1 return on investment
For Toyota South Africa, TTGE has become far more than a campaign—it is a living ecosystem that bridges the gap between fans, athletes, and creators.
Glenn Compton, Vice President of Marketing at Toyota South Africa, calls the Mark Awards recognition a milestone moment:
“The Toyota Gaming Engine started as a response to isolation, but it has grown into something far bigger. TTGE is now a living community where fans, athletes, and creators come together around one shared passion: play. Winning Gold at the Mark Awards is recognition not just of a campaign, but of the spirit of connection, innovation, and joy that defines Toyota.”
A Collaboration Built on Creativity
Behind TTGE’s success is a team effort that combined bold vision with sharp execution. The platform was developed with Have You Heard Marketing, an integrated creative agency celebrated for helping brands take authentic positions within culture. Their approach placed Toyota at the centre of South Africa’s rapidly expanding gaming and esports landscape, unlocking new ways for the brand to connect with younger audiences.
The collaboration brought together some of the country’s most talented strategists, creatives, and producers to transform what began as a bold idea into an award-winning platform with cultural resonance.
The Engine That Never Switches Off
The Toyota Gaming Engine has become the beating heart of Toyota’s esports presence in South Africa and beyond. Whether it’s major tournaments, professional-level sim racing, or playful community challenges, TTGE ensures the game is always on. For first-time players and seasoned competitors alike, it offers an inclusive space where passion for sport translates seamlessly into digital play.
As TTGE continues to grow, its Gold award at the 2025 Mark Awards underscores an important truth: play is no longer a diversion—it’s a cultural force, one that brands like Toyota are uniquely positioned to drive.
