…so we launched IGN there to give it to them! While IGN Middle East is busy appearing on TV and running game events, just two weeks ago we just launched the biggest new edition of IGN to date: IGN Asia Pacific.
This behemoth addition to the expanding family of global sites is for gamers in China, Singapore, Malaysia and 7 other countries in the region, and adds Chinese Mandarin and Malay to the growing roster of languages that now includes German, Swedish and Arabic.
Sure, gamers in Japan have been blessed with quality games coverage for as long as anyone, but other Asian markets are mostly rather different – and we think the time is right for IGN to be there, to treat gamers right.
Also: how cool is IGN in Chinese?
My money’s on three more languages, on three new editions, in the next few months.
Here’s what we scribbled for the official PR this time:
IGN Entertainment and Blah! Asia launch IGN Asia Pacific
World’s largest games media company arrives in 10 new markets in several languages
Under the day-to-day operation the publishing team at Blah!, IGN Asia Pacific will initially be available in three languages – English, Chinese Mandarin and Malay; with more to follow, mixing locally created editorial and video content, alongside that from IGN’s growing worldwide editorial team.
Veteran games industry figure Maxime Villandr? will serve as Editor-in-Chief of the new edition, managing editorial teams based in Kuala Lumpur and throughout the territory.
All commercial enquiries for the ten new countries will be handled by Spiral Media from its Singapore, Kuala Lumpur and Sydney offices. IGN Australia continues to be operated by News Digital Media, under Country Manager James Whitehead.
IGN.com is the world’s most popular games and entertainment network, and by far the largest in the Asia Pacific region [source: comScore, April 2012]. IGN Asia Pacific significantly grows IGN’s local presence in one of the world’s largest and fastest growing gaming regions, joining licensed IGN editions now live in Germany, Sweden and the Middle East.
Adam Doree, International Business Development Director, IGN Entertainment, said:
“Asia is one of our biggest international projects and the new site boasts a dazzling mix of very large, established English-speaking audiences, plus massive growth opportunity – especially in Chinese-speaking markets in the region.
“We’re very excited to be partnering with the experienced team at Blah! Asia, whose deep knowledge of the Asian gaming markets will produce top quality content in local flavours and significantly help IGN on its mission to grow the brand globally and entertain gamers around the world.”
Maxime Villandre, Editor-in-Chief, IGN Asia Pacific, commented:
“The IGN name is incredibly respected, and this brings us the opportunity to create premium editorial and video content for the Asian gaming community as part of this global brand. Thanks to the legacy of this first-class network, IGN Asia Pacific will present its audiences with a locally relevant mix of exciting content in several languages.
“Our local editorial team understands that each country of the region comes with its own cultural diversity, taste and appetite for entertainment. We will be reaching out to players with a wider variety of game titles and indulge it with unique voices: stories and exclusives delivered in local languages by resident gamers, heroes and industry players, which establish rapport on content that energizes Asia.”
IGN Entertainment is a leading Internet media and services provider focused on the videogame and entertainment markets. Collectively, IGN Entertainment media properties reach a worldwide audience of 52 million unique users. Headquartered in the US, IGN has offices in Australia, Canada and the UK and works with local publishers under license in Germany, Sweden, the Middle East and Asia.
IGN Entertainment’s network of videogame-related provides one of the Web’s most comprehensive videogame information destinations, which coupled with leading male lifestyle site AskMen, attracts one of the largest concentrated audiences of young males on the Internet.
About Spiral Media
Spiral Media is an Asia Pacific media sales and publishing house, focused on the social entertainment and gaming industry. Spiral works in partnership with the leading global publishers as their Asia Pacific sales and marketing team. Current partners include IGN.com, the DIGA In Game Network on PC and PlayStation, Flixster/RottenTomatoes and Zynga.
Headquartered in Sydney, Spiral has offices in Singapore and Kuala Lumpur and services the media buying industry across Asia Pacific markets with its premium mix of entertainment brands and audiences. Spiral provides the majority of its media sales campaigns to Top 500 brands and government agencies seeking Spiral’s audience via effective digital media campaigns and partnerships.
Collectively Spiral reaches over 80 million people each month across the region engaging with entertainment apps, websites, and social, mobile, console and PC games.