Times Internet (TIL), has entered into a strategic partnership with Ziff Davis, Inc. – a leading all-digital media company specializing in the technology, games and men’s lifestyle markets with over 120 million in-market buyers every month. Via this partnership, Times Internet will manage and drive local Indian destinations for IGN (IGN.com) and AskMen (AskMen.com), the premium gaming & men’s lifestyle sites.
As part of the collaboration, Times Internet will have exclusive rights to the IGN and AskMen brands and their content in India, as well as the significant media opportunity they bring to the country. The unique partnership will help TIL grow an already-strong vibrant digital community of Indian consumers passionate about games, entertainment and lifestyle. TIL intends to use The Times Group’s multimedia resources to help develop and evangelize the brand locally.
IGN is the world’s most popular website dedicated to video games and pop culture – including comics, film and TV, reaching 50m unique users worldwide. AskMen has been the largest and most trusted source of men’s lifestyle content on the web since launching in 1999 – and attracts over 16m unique users every month.
The partnership grows the list of brands under the Times Local Partners (TLP) group – which is an initiative by Times Internet to partner with global digital companies. IGN and Askmen join the fledgling TLP portfolio, which has already rolled out the Indian editions of Gizmodo, Lifehacker and Business Insider.
Satyan Gajwani, CEO, Times Internet, said: “We are really excited about this partnership and the arrival of Ziff Davis’ respected brands coming to India. The IGN name is incredibly respected, and this brings us the opportunity to create premium editorial and video content for the Indian gaming community. AskMen will augment our leadership in men’s lifestyle content offering and deliver the best to our users and advertisers in the coveted male 18-34 demographic.”
Vivek Shah, CEO, Ziff Davis, added: “We’re delighted to be partnering with India’s leading media group to bring localized editions of our brands to this vibrant market for the first-time. The media landscape is evolving rapidly, and millions of Indian males 18-40 will benefit from AskMen and IGN’s globally respected advice.”
By teaming up with local publishing experts in their markets, Ziff Davis continues to grow the influence of our brands, and allow marketers to deliver global advertising campaigns with local relevance and engagement.”
