Media Prima Digital doubles down on e-sports with Kitamen partnership

Media Prima Digital and e-sports brand Kitamen Resources have embarked on a partnership to champion e-sports in Malaysia. Both parties will work together to educate, cultivate and provide exposure for the e-sports industry, and support the government's efforts in this field.

This is in line with their mission to build a stronger presence in the gaming and e-sports industry, and the partnership will enable Media Prima Digital and Kitamen to reduce cost and improve efficiency for upcoming projects and events in 2019.

Media Prima Digital will promote all gaming initiatives via its platforms including digital, TV, print and radio, as well as offer broadcasting expertise relating to live streaming. Meanwhile, Kitamen can leverage on Media Prima's in-house assets and tap into large scale on-ground events such as Karnival Jom Heboh and future IPT tournaments. Both parties previously collaborated on e-sports events nationwide, including the Gegaria Fest and ASIA Comic Con.

Rafiq Razali, CEO of Media Prima Digital, said it is constantly seeking partners to strengthen its content's proposition to a wider audience. "Taking note of the huge potential of e-sports industry in Malaysia, we believe this will be a successful collaboration. Combining our media expertise and Kitamen’s remarkable reputation and resources in the gaming scene, this will also strengthen our mission to help grow a healthy e-sports and gaming culture," he said.

Hazman Hassan, CEO of Kitamen, said that mutually beneficial partnerships such as this is one that Kitamen constantly seeks out to nurture. “This Memorandum of Understanding will set a new precedence that e-sports is definitely here to stay, by having the interest of one of the giant media companies in Malaysia. We are very honoured to be part of this exciting journey together with Media Prima Digital in making e-sports great in Malaysia especially after working together throughout the whole of 2018," he said.