Razer taps on Lazada's brand collaboration efforts to launch its game store on the platform

Collaborating with brands like Razer is widely encouraged at Lazada because it promotes innovation.

Gaming giant Razer has announced it will be launching its game store on Southeast Asian ecommerce platform Lazada.

At a media event today (11 April), the Singaporean brand said the store will be launching first in Singapore, followed by Malaysia and Thailand. Indonesia and the Philippines will follow later in the year.

“A gamer’s wish-list never stops growing, and we’re always on the lookout for great deals to expand our game library,” said Min-Liang Tan, Razer co-founder and chief executive. “Together with Lazada, we’ll bring the passion for gaming to even more fans in South-East Asia, fuelled by our unique ecosystem of hardware, software, and services.”

The tie-up with Alibaba-owned Lazada will see Razer leverage on the ecommerce platform’s wide reach in SEA, offering fans promotions like in-app specials for games like Grand Theft Auto V, Assassin’s Creed Origins, Tom Clancy’s Ghost Recon Wildlands.

“The Razer game store on Lazada is the only official Southeast Asia-centric source of original PC digital games from publishers all over the world,” said Hari Vijayarajan, executive vice president and chief business officer at Lazada Singapore.

“We are delighted that Razer has chosen to open its first-ever game store in Southeast Asia on Lazada, expanding our partnership from gaming accessories to the hottest games to bring a complete experience to players.”

Collaborating with brands like Razer is widely encouraged at Lazada because it promotes innovation, Lazada’s chief marketing officer, Charles Debonneuil, told The Drum in an interview in 2017.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.