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The market for local gamers seems to be so lucrative as more companies want to get into the haul and grab a share of this niche. One more player which is IAM Interactive Inc. was launched recently in the country, although its focus is not limited to Philippines but also on Singapore and Malaysia which are the original markets for Asian Media’s online gaming business.

IAM Interactive is a subsidiary of Asian Media, an interactive company, and is part of its expansion program to other business. IAM Interactive President and CEO said they plan to build the company’s brand through investments in promotions and advertising, they also plan to build a community for its players.

“If there are any more investments for infrastructure, it will be upgrades of our game servers to provide the best experience to our players,” Yusof added.

By targeting the three countries, he said they could extend their revenue stream. He further added that they are expecting increased capacity of gamers from the three countries once their games have been launch. Yusof said that they could be bigger than the big online gaming companies.

But it gets better as IAM Interactive is planning to shift the pay-to-play online gaming services to free-to-play. The three countries, Philippines, Malaysia and Singapore will benefit from the free-to-play model, “we’ve not fully maximized these markets so there’s a lot of potential business from them,” he added.

Incidentally, Asian Media acquired the right to distribute Lineage II from NCsoft in 2007. The US$5.5 million contract gave them the right to distribute the game in the three countries. Unfortunately, Lineage II will remain to be play-for-pay game, although there are plans to make it a free-to-play in Russia where the game was published. Yusof said that if it works there, they could do the same here too.

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