IGN Southeast Asia rolls out Bahasa Malaysia sub-edition

IGN Southeast Asia has launched a Bahasa Malaysia sub-edition to better target Malaysian fans of gaming and entertainment. According to the media brand, it currently has a monthly reach of 5.9 million readers.

Editor-in-chief and REV Media Group's head of games, Adrian Lai, explained that the company believes going lokal is the essential next step in IGN's regional evolution. "The new Bahasa Malaysia edition will take us deeper into the Malay gaming market, one of the largest in Southeast Asia, worth US$100 million in 2018," he said.

Lai told A+M that it aims to target local advertisers in the Malaysian market, with a particular focus on the various industries related to video games, esports, software, apps, tech products, and consumer electronics. "We aim to further grow REV Media Group's revenue by establishing IGN Bahasa Malaysia as one of the country's foremost video game and tech media outlets," he said. According to Lai, the team believes its target markets are currently underserved, and the Bahasa Malaysia sub-edition is in "a prime position" to fill that void as a premium and legitimate platform advertisers can trust.

IGN Southeast Asia is also confident that the Bahasa Malaysia sub-edition will further bolster its audience base by garnering an estimated 1.5 million monthly visits and 700,000 monthly active users. IGN Southeast Asia was relaunched in 2019 under a partnership between REV Media Group and IGN's parent company Ziff Davis. The platform was founded in 1996 and has a global reach of 288 million currently, covering games, movies, entertainment and fan culture.

Ziff Davis' VP, global partners, Adam Doree, said Southeast Asia has become a global focal point for entertainment and gaming companies seeking growth. "IGN Southeast Asia is now even better positioned to serve the needs of those clients as the leading destination for fans," he added.

Separately, REV Media Group recently underwent a leadership change, with Samuel Wee being promoted to CEO and reporting to group MD of Media Prima, Rafiq Razali. Replacing him as COO is Nicholas Sagau who was previously chief product officer. REV Media Group was formed last year after Media Prima Digital and REV Asia joined operations as part of their corporate rebranding initiative to further streamline business processes and functions.

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