Distributor takes games to SE Asia

Distributor takes games to SE Asia

Take 2 Interactive Software is reaching out into the South East Asian market at a time when most in the industry are buckling under the pressure of slow sales.

Ron Mellenbergh is set to come on board of the games distributor as of next week as international sales director to continue to build business in 13 new countries within South East Asia (SEA). The appointment follows a directive from Take 2 Interactive to make Australia the hub of operations. Previously, business in the region was conducted from the company's offices in the US.

"It is pretty exciting for a Sydney-based company to be moving up into the world ranks," said Take 2 Interactive Software managing director James Ellingford. "It's a wonderful opportunity to grow from our Sydney operations and have a larger say in the global perspective of the company."

Mellenbergh knows South East Asia very well, having been global sales manager with a non-IT company and more than 20 years experience working in international markets. Ellingford is also well versed in the market, spending two years in Japan with a digital video company and a further two years setting up distribution networks in the region.

"Within four weeks we have secured $1 million-worth of licensing business in the territory - and that's just putting our toe in the water," he said.

The company has already established business relationships with players in Singapore and is now looking in India and Pakistan - markets that are proving a little harder to crack. Nevertheless, Ellingford is confident of success.

"We just need to develop some contacts in the area," he said. "All the other places we can drive around without looking at a map, but we are not as familiar with those markets. We will work with Austrade to dig something up.

"There is a real need to get business set up quickly and a need for an in-country presence [in Asia]," he added.

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