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Understanding local gamers key to AsianMedia’s success

ASIAN Media Development Group’s (AsianMedia) move towards online games is welcome news for the Filipino gaming community which is hungry for quality online games. AsianMedia’s partnership with Korean gaming giant, NCsoft to distribute Lineage II in Southeast Asia opens doors for Filipino gamers to experience bigger and better games at their own terms.

As AsianMedia Chief Operating Officer, Ronald Allan Aquino comments, “Our extensive market research into local gaming behavior confirms that Pinoy gamers are ready, willing and eager to experience a higher caliber of gaming content.”

Lineage II, the medieval fantasy MMORPG (Massively Multiplayer Online Role Playing Game) has drawn millions of loyal fans worldwide to its combination of fantasy combat. Its unique social/ political/economic power struggles developed through the community and by the in-game actions of individual gamers are anticipated to appeal especially to Filipinos.

“Lineage II is an excellent game to spearhead our efforts towards continuously providing cutting-edge online games,” says Aquino. “Each new chronicle in Lineage II is truly massive in scope and offers new twists that will keep gamers immersed in the game.”

Marketing to a Philippine Gaming Community

In a move to make the game accessible to more Filipino gamers, access to Lineage II’s Philippine servers will be available on a prepaid card system which will allow gamers to determine the amount of time they play Lineage II.

“For now, we’re focusing on the Pay-to-Play (P2P) business model as opposed to the Free-to-Play (F2P) model because P2P games tend to attract more gamers who are prepared to commit to the game and thereby develop a sense of loyalty to the brand,” says Aquino.

Although most online gaming in the Philippines is concentrated within Metro Manila, AsianMedia will market Lineage II throughout the Philippines by tapping its existing distribution network for popular PC games like Counterstrike and GuildWars among internet gaming cafes spread throughout the country.

“Lineage II has a unique community building component and it would not be farfetched to imagine competition among clans from different provinces as well as different countries like Malaysia and Singapore who will also be playing Lineage II from the same server,” he continues.

“In terms of content, we also believe that Philippine gamers are willing to pay for superior quality game content, something which Lineage II is already known for throughout the world,” adds Aquino.

With regular updates or expansions to the game, unceasing game content development, and frequent in-game promotional events to keep gamers on their collective toes, Lineage II is particularly suited for gamers who demand value for their money.

Lineage II also features greatly improved third-person 3D graphics thanks to the Unreal Engine developed by Epic Games.

“It is without a doubt, the most breathtakingly stunning and immersive Triple-A fantasy MMORPG in the market,” adds Aquino.

AsianMedia’s research into Philippine online gaming behavior revealed that a growing segment of the gaming community is in their early to mid-20s and more likely to play online games that feature realistic characters. They also expressed a desire for games with spectacular graphics and more challenging content: qualities which Lineage II delivers in spades.

“Although we’re keeping our options open towards other types of online games in the future, we’re confident that Philippine gamers will come to the world of Lineage II, decide to stay and experience the game of their life,” concludes Aquino.

Chris Cahilig/ Liza Vicente

Lineage II featured on Channel News Asia:

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