Content Writer: Janice Chew • Thursday, 26/01/2026 - 11:23:16 - AM
Philippines-based digital gaming operator DigiPlus Interactive is stepping up its push beyond traditional online gaming by expanding into lifestyle and entertainment-driven content, anchored by a high-profile partnership with boxing icon Manny Pacquiao. The company’s latest strategy highlights how regulated gaming platforms are increasingly blending pop culture, storytelling and celebrity influence to deepen user engagement and widen appeal across younger demographics.
DigiPlus plans to enhance its online ecosystem by introducing short-form “mini TV dramas” alongside its gaming offerings. These bite-sized drama episodes are designed for mobile-first consumption, mirroring the content formats popularized by platforms such as TikTok and regional streaming apps. The move signals a clear intent to keep users within the DigiPlus ecosystem for longer periods, even when they are not actively gaming.
Central to this expansion is Manny Pacquiao’s involvement, which goes beyond a typical brand endorsement. Widely regarded as a national icon in the Philippines, Pacquiao brings mainstream credibility and cross-generational appeal that few celebrities can match. Leveraging such a figure allows DigiPlus to position itself not just as a gaming operator, but as a broader digital entertainment brand embedded in Filipino pop culture.
From a strategic standpoint, the addition of mini dramas reflects a wider industry trend where gaming platforms evolve into “super apps.” By integrating narrative content, DigiPlus can stimulate emotional attachment, boost repeat visits and open up new monetization avenues such as branded content, advertising partnerships and potential IP extensions. This approach also helps diversify revenue streams at a time when regulatory scrutiny and competition in online gaming continue to intensify across Southeast Asia.
Looking ahead, DigiPlus’ content-led strategy may prove to be a blueprint for regional operators seeking sustainable growth.The convergence of gaming, celebrity influence and short-form entertainment could redefine how operators engage users in regulated markets. If executed well, DigiPlus’ expansion beyond gaming could strengthen brand loyalty while positioning the company at the forefront of Asia’s rapidly evolving digital entertainment landscape.