Upin & Ipin Universe game marks milestone in Malaysia’s rise as regional hub for animation and gaming

For nearly two decades, the Malaysian cartoon Upin & Ipin has entertained and inspired audiences with its cheeky adventures and meaningful messages about friendship, respect, and community.

Now, the launch of the Upin & Ipin Universe game marks the next chapter in the brand’s evolution—from a beloved animated series to a fully interactive digital world.

Speaking at the launch in Kuala Lumpur, Digital Minister Gobind Singh Deo said the project is a testament to the creativity, innovation, and collaborative spirit that define Malaysia’s journey to becoming a regional hub for animation and gaming.

“This transition marks a significant step for Malaysian animation intellectual properties as they cross over into games. It also places Malaysia firmly within the global digital content economy,” he said.

Among those present were Les’ Copaque Production managing director Burhanuddin Md Radzi, National Film Development Corporation Malaysia chairman Datuk Hans Issac, and Stefan Baier, director of Global Studios and co-founder of Streamline Studios.

In 2023, the global entertainment and media industry was valued at US$2.8 trillion. According to the PwC Global Entertainment and Media Outlook 2024, this figure is projected to grow to US$3.4 trillion by 2028, at a compound annual growth rate (CAGR) of 3.9 per cent.

“Malaysia has also seen tremendous progress in recent years. In 2023 alone, our creative digital industry generated RM5.3 billion in revenue, with exports valued at RM800 million,” Gobind said.

“More importantly, these achievements created over 10,000 high-value jobs across the ecosystem. Riding the wave of global digitalisation, the games sector continues to thrive.”

He said the government, through the Malaysia Digital Economy Corporation’s (MDEC) Digital Creative Ecosystem Roadmap (DICE), is committed to growing the digital creative sector and aims to position Malaysia as a regional and global hub for digital content by 2030.

“DICE is not just an initiative – it’s a holistic strategy to build a sustainable ecosystem that supports talent development, market access, investment, and innovation.

“The Digital Ministry is further strengthening this effort by making animation and games a key focus of our mission to drive Malaysia’s digital progress. Supporting innovation and growth in the digital creative sector isn’t just an agenda – it is the backbone of our national transformation,” he added.

To reinforce the government’s commitment, MDEC has launched two new programmes:

“These initiatives complement DICE and play a crucial role in enhancing the competitiveness of Malaysia’s digital creative industry, expanding intellectual property creation, market access, and talent development,” Gobind said.