Media giant IGN has expanded its operations within Africa with the creation of the new brand.
IGN Africa is a result of a new partnership between owner Ziff Davis International and Instance Media, which publishes games publication NAG and owns the annual rAge Expo.
The new brand will cover both the South African and emerging markets and will be led by Michael James, director and owner of both NAG and rAge.
“We’re heavily invested in the local market with NAG magazine and the very successful rAge expo. The next logical step is to dominate the online space with IGN Africa,” said James.
"IGN is the biggest and most exciting internet destination in our industry, and we’re very proud to be representing this brand in South Africa and the rest of the SADC. This is only the beginning of a strategic and powerful digital push into the market for us, and I’m excited to see this region’s gaming industry benefit from this partnership.”
IGN Africa will be published in English and will host a variety of local, UK, US and Australian content.
Adam Doree, international business development director at Ziff Davis, added: “The team behind the market-leading games focused magazine and live gaming event in South Africa are our perfect strategic partner in the region – as we look to introduce localised versions of the brands."
"With a growing market of English-speaking consumers, passionate about games and technology, we look forward to working with Michael’s team to offer local relevance to audiences and advertisers alike. This powerful model has seen growth by as much as 15-fold in other licensed markets.”