Foodie Media enters eSports and gaming space through WTM Media partnership

Foodie Media has entered the eSports and gaming content space following a strategic digital media collaboration between its subsidiary, Good Foodie Media, and WTM Media.

Announced on 9 February 2026, the partnership marks Foodie Media’s first formal move into the fast-growing eSports and gaming segment, as digital consumption trends and advertiser interest in the category continue to gain momentum. The collaboration will see both parties co-develop and commercialise next-generation digital content focused on gaming and eSports audiences.

Structured as an initial one-year collaboration with an option to extend by mutual agreement, the partnership brings together Foodie Media’s commercial scale, advertiser relationships and regional market access with WTM Media’s expertise in eSports culture, creative execution and platform-native storytelling. Together, the companies aim to build a sustainable media offering designed for long-term growth within the gaming ecosystem.

Nicholas Lim Pinn Yang, chief executive officer of Foodie Media, said the collaboration reflects the group’s strategy of partnering with creators and media companies that have strong cultural relevance and creative credibility. “WTM is a brand we have long admired for its strong creative instincts and deep connection with digital culture. As Foodie Media continues to scale, we see meaningful opportunities to deploy our commercial infrastructure, market access and regional reach to support partners with strong creative foundations,” he said. He added that the collaboration is focused on building “a media platform that is creatively credible, commercially resilient and designed for long-term value creation”.

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Beyond content development, the collaboration will explore new monetisation opportunities across brand partnerships, sponsorships and integrated digital campaigns within the eSports and gaming landscape. Foodie Media will also provide strategic guidance, market insights and business development support to help WTM Media scale its offerings.

Ang Rui Mei, co-founder of Good Foodie Media, said the partnership goes beyond commercial objectives, highlighting the shared entrepreneurial journey between both companies. “Proud to announce our strategic partnership between Foodie Media and WTM (What’s The Meta), one of the most trending, relevant and award-winning gaming media in Malaysia’s eSports scene today,” she said.

She also highlighted the significance of backing female-led businesses in a traditionally male-dominated industry. “I really want to take a moment to appreciate the woman behind this media, Mariah Ahmad, a female founder who dedicated eight years to build real influence in the eSports space. Watching her build reminds us so much of our own journey at Foodie, starting from our home living room, fighting to give the local eSports scene a voice they deserve,” Ang said.

Ang added that gaming and eSports are no longer niche channels, but powerful platforms for brands to connect with highly engaged, digital-first audiences in authentic and community-driven ways. “Gaming and eSports are one of the most effective marketing channels today. Today, that passion comes full circle as we work with brands to connect with audiences through gaming and esports,” she said.

Foodie Media recently went public, with an 18% premium on its IPO price at the end of November. Earlier that month, the company launched its IPO priced at 30 sen per share, with hopes to raise RM41.4 million for the group, and another RM33.6 million for its existing shareholders.

Proceeds from the IPO will support hiring approximately 190 new employees and the development of a dedicated live-streaming facility, alongside broader investments in content, technology, and commercial operations.

Recently, Taobao Malaysia has announced a strategic collaboration with Foodie Media and W Talent Academy, aiming to empower Malaysian content creators through the Taobao Affiliate Programme. The partnership is designed to expand opportunities for creators while driving cross-border eCommerce growth via short-form content and livestreaming.

The move comes as social commerce continues to influence Malaysian shopping behaviour, with categories like apparel, home accessories, sports gear, toys, and furniture increasingly shaped by content-led discovery. Malaysia remains one of Taobao’s key Southeast Asian markets, where demand for value-focused overseas products is strong and digital adoption continues to rise.

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