On June 14, the "JD Campus Star Esports Competition" hosted by JD Group will start at JD MALL Beijing Shuangjing Store. After two months of fierce competition in the eight major urban competition areas of Shenyang, Dalian, Wuhan, Xi'an, Chongqing, Chengdu, Guangzhou and Nanjing, nearly 20,000 students from more than 100 universities passed the three-level promotion system through the auditions, city home and away games, and the quarter-finals knockout. In the end, two top teams, Nanjing Jinling University of Science and Technology and Chongqing University of Science and Technology, broke through the siege and will hold the final showdown of the championship with the BO5 professional competition system.
This event innovatively built a dual-track competition model to create a new paradigm for campus events that are competitive and pan-entertainment compatible. As a top professional team in KPL and JDG King of Glory team under JD.com Esports, JD.com has been invited to serve as the special initiator and will make its first offline appearance with its latest lineup. During the event, the audience can participate in various experiences such as immersive interactive check-in, professional player water friend competitions, etc., and experience the charm of top e-sports events at zero distance. Previously, JDG's "flipped the venue" of the Guangzhou Station, which had already set off a climax for the pre-heating of the finals.
The event system deeply integrates the JD ecosystem and builds three major welfare matrices
Players' participation benefits: In the finals, the e-sports track JIT and Chongqing University of Science and Technology CKU will hold a peak showdown, and the popular track TPO3 players will also attend the finals, and the two tracks will end together. The event will set up a million-dollar total prize pool, and will be accompanied by scarce resources such as JDG youth training qualifications and JD Youth Picking and Sales Final Cards. The final ownership will be announced at the finals. This deep integration of professional promotion channels and campus competitive scenes has built a growth ladder from "player" to "practice" for college students.
Multiple Watching Game Benefits: The "National Compensation Superposition" special benefit is launched simultaneously during the event. During the event, you can enjoy 40% off for old-for-new transactions and 10% off for new customers; ROG JD Campus Star "Peripheral Experience Officer Recruitment Plan", you can get free e-sports equipment by participating in the "ROG Member" mini program; search for "JD Campus" on JD.com and complete student certification and receive a thousand-yuan student saving card, open PLUS members to enjoy one year of purchase and get one year of privileges, and provide up to 20% off for education discounts; open JD.com and search for "JD No. 1 Player" during the finals to grab million cash red envelopes, 10,000 yuan in seconds to win hot products, participate in 50,000 e-sports good products and unlock exclusive community benefits, and create a complete closed loop of "Watching Game-Interaction-Consumption".
Champion Campus Welfare: This event has specially set up a mechanism for "one team wins the championship, and the whole school celebrates the same": All students of colleges and universities belonging to the championship team will receive exclusive benefits for champion colleges jointly customized by JD Takeout × JD Computer. This mechanism transforms the influence of the event into perceived campus benefits through the integration and coordination of JD multiple business formats, and realizes the scene-based integration of e-sports culture and campus life.
As an annual e-sports event covering college groups, this competition not only constructs a three-dimensional welfare system of "participation-watching-consumption", but also creates strategic value at three levels: solving the problem of e-sports talent export through youth training system, activate the young consumer market with the help of national subsidy policies, and deepening JD's ecological penetration based on campus scenarios. Taking the event as the fulcrum, creating an ecological layout of "e-sports +" is reshaping the social value and business logic of the e-sports industry, and creating a new industry benchmark that combines social responsibility and business value.
Guide to watch the finals
This event supports online and offline dual-channel viewing:
Offline viewing: E-sports enthusiasts are invited to visit JD MALL Beijing Shuangjing Store on June 14, 2025 to experience the hot-blooded competitive atmosphere on site, and participate in interactive check-in, water friend competitions and other diverse gameplays;
Online viewing: Audiences who cannot attend can search for "JD No. 1 Player" through the JD APP, enter the live broadcast room to watch the BO5 peak duel in real time, and participate simultaneously in the live broadcast room to grab million red envelopes, exclusive gift packages for finals, 10,000 yuan in seconds, free lottery for big-name monitors/keyboards, and free e-sports goodies as low as 50,000 yuan, and other good gifts for watching the game. You have the opportunity to join the community to participate in interaction and unlock more hidden benefits.
The National Finals of the JD Campus Star Esports Competition are about to be held. I sincerely invite all e-sports enthusiasts to enjoy the campus e-sports carnival!
Play games with like-minded friends. New games must have activation codes, and new servers must have gift packages, which are based on meeting the various needs of players. I look forward to your joining!
