IGN has tamed up with new business Anji Entertainment to launch a website in China.
IGN China is the 28th international edition of the website and will feature original content in Mandarin and the Simplified Chinese writing system. The firm's office is based in Beijing and the scope of the website takes in Hong Kong, Taiwan and Macau.
The games industry in China is amongst the most successful in the world, however media brands, developers and publishers from the West has struggled to succeed in the market. IGN hopes that by teaming up with a local business, as it has done in other regions, will give it a strong chance to establish a presence in the territory.
Adam Doree, who leads global expansion on behalf of IGN parent Ziff Davis, said: "China is broadly recognized as a huge and unique opportunity for media brands, and Anji's expertise across entertainment, media, events and the regulatory customs of China, perfectly matches Ziff Davis' market-leading brands and global business model. The launch of IGN China also underlines IGN's position as the only truly global games and entertainment media brand."
Anji Entertainment CEO Mr Haobin Zhu added: "IGN is a globally recognized media brand that will transfer very effectively to the China market opportunity. We have exciting plans for IGN China to inform and entertain audiences in China, as well as to serve brands and advertisers in the region and internationally."
IGN's other Eastern websites include IGN Southeast Asia, IGN India, IGN Pakistan and IGN Japan.