Media Prima Digital has partnered American digital media company Ziff Davis to operate IGN Southeast Asia for entertainment and gaming fans in Malaysia, Singapore, Indonesia and the Philippines. IGN is a media brand that focuses on games, movies, entertainment and fan culture and the Southeast Asia version targets local audiences with original content.
It also aims to create a unique platform for brands to engage with consumers through advertising, sponsorship and events. IGN Southeast Asia will also help companies in the region reach customers in the rest of the world, through IGN’s global network. IGN is currently present in countries including the UK, US, China, Korea, Russia and Japan. A+M has reached out to Media Prima Digital for additional information about the partnership.
The new partnership for IGN Southeast Asia follows a similar agreement in 2018 between Ziff Davis and Media Prima’s REV Asia subsidiary for Mashable Southeast Asia, as well as separate partnerships in the Asia region such as IGN Japan and IGN China.
Last year, Mashable made its return into Southeast Asia through the partnership a few months after it shuttered its Asia operations headquartered in Singapore. Mashable Southeast Asia currently curates and localises the best of its offbeat global content, while adding original content specifically produced for the region.
Rafiq Razali, Media Prima Digital’s CEO, said the partnership will help accelerate the group’s digital presence and revenue both locally and regionally, particularly in the gaming industry across other key markets in Southeast Asia.
“As a digital media group, we recognise that gaming and esports is the future, and true to our media roots, we want to support and grow this industry within the region,” Rafiq added.
Meanwhile, Adam Doree, Ziff Davis’ VP, international partnerships, said the Southeast Asia region has become a global focal point for entertainment and gaming companies seeking new growth, and under Media Prima’s leadership, IGN Southeast Asia is well positioned to serve the needs of those clients as the leading destination for fans.