Times Internet (TIL) has entered into a strategic partnership with Ziff Davis, Inc, a leading all-digital media company specialising in the technology, games and men’s lifestyle markets. Following this, Times Internet will manage and drive local Indian destinations for premium gaming and men’s lifestyle sites IGN (IGN.com) and AskMen (AskMen.com).
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 partnership is expected to help TIL to further grow its 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 evangelise the brand locally.
IGN is dedicated to video games and pop culture – including comics, film and TV, reaching 50 million unique users worldwide. AskMen has been one of the largest sources of men’s lifestyle content on the web since launching in 1999, and attracts over 16 million unique users every month.
Commenting on the partnership, Satyan Gajwani, CEO, Times Internet said, “We are really excited about this partnership and the arrival of Ziff Davis’ 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.”
The partnership grows the list of brands under the Times Local Partners (TLP) group, 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.
Vivek Shah, CEO, Ziff Davis added here, “We’re delighted to be partnering with India’s leading media group to bring localised editions of our brands to this vibrant market for the first time. The media landscape is evolving rapidly, and millions of Indian males in the 18-40 age group will benefit from AskMen and IGN’s globally respected advice.”