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GameAxis� Rebrands Its Flipside Gearaxis Section To L33T; Now Includes More Lifestyle Trends And Contemporary Culture Features

Singapore 25 June 2007 - GameAxis, a gaming magazine published by Hardware Zone, a subsidiary of SPH Magazines Pte Ltd, launches its revamped title GameAxis/L33T (from the existing GameAxis and GearAxis) this July.

This revamp follows the results of GameAxis´s in-house subscriber survey. This survey revealed that internet users and gaming enthusiasts want a magazine that covers cultural trends among their peer group, on top of the latest news in the gaming world.

The change will replace the flipside section of the magazine, GearAxis, which was successfully introduced to readers back in August 2005 with a dominant focus on new consumer electronics. The new title, L33T, is derived from the characteristics of their readers, who are the new elite of this technological age. (L33T, a slang term for ‘elite´ used in electronic shorthand, denotes experts in internet culture and online gaming). To better serve this target group, the revamped title greatly expands on various entertainment and lifestyle features along with areas concerning contemporary pop culture, which are hot topics among the tertiary and young adult gaming community and an integral part of the youth experience.

Ismet Bachtiar, Editor of GameAxis, said: “The revamp is a positive reflection on our product maturity and L33T marks a bold new direction to emphasize the vibrant lifestyle-centric elements that our readers are passionate about. We’re filling a very important void in bridging culture and entertainment distinctively."

The new GameAxis/L33T features a visually-intensive style, high on graphics and photographs. This trendy graphical concept appeals and connects to today´s youths, who rely equally on visuals and words to keep themselves up-to-date with the latest trends in games, fashion, gadgets, and other instruments of youth culture.

The change creates editorial space for a diverse range of topics within lifestyle and pop culture, and creates advertising opportunities for a variety of products and services other than gaming-related ones. L33T’s targeted readers, primarily tertiary youths and young professional working adults, are trendsetters and influencers among their peers, making them an exceptionally choice audience for advertisers.

“Brand owners today are beginning to realize the importance of starting their branding exercise early with a younger target audience. Having amassed a sizeable group of such audience over the years, we are constantly refining our content to increase our pull factor to satisfy both the readers as well as advertisers," said Dr Jackie Lee, CEO, Hardware Zone.

The inaugural GameAxis / L33T issue hits newsstands in July 2007. The L33T cover story, “A Design For Life”, is a cultural analysis of the aesthetics of consumer electronics and the rationale for their desirability. The GameAxis cover story, “Run, Shadow Run”, a feature on Microsoft´s latest First Person Shooter game (FPS), an amalgam of magic and technology for the Xbox 360 and Windows Vista PC platforms.

As part of GameAxis/L33T´s efforts to connect with its target readership, the July issue will be featured in the upcoming orientation programmes at the National University of Singapore (NUS), and will also have a presence at the NUS Anime Bazaar. The magazine can also be found monthly at the libraries of Singapore Polytechnic, Nanyang Polytechnic & Ngee Ann Polytechnic.

To celebrate this launch, Hardware Zone will be throwing a party to launch their new lifestyle title, L33T. The party will be held on Thursday, July 12, 2007 from 6pm to 9pm at the Boulevard @ Red Dot Museum.


Your journalist and camera/ video crew are invited to join us at this launch party.

Date: Thursday, July 12, 2007
Time: 6 – 9 pm
Venue: Boulevard @ Red Dot Museum
28 Maxwell Road, #01-03

To RSVP, please contact Koo Yu Min at 68722725 ext 848 /


5.30pm – 6.00pm: Registration opens
6.00pm – 6.20pm: L33T Mini-Quiz
6.20pm – 6.40pm: Launch of L33T
6.40pm – 6.50pm: Performance
6.50pm – 7.10pm: Wii Sports tournament
7.10pm – 8.00pm: Wii Sports tournament finals and prize presentation
8.50pm – 9.00pm: Lucky Draw

Cover of the
L33T July Issue

Media Contact:

Jereme Wong
Media Director
Hardware Zone Pte Ltd
Tel: +65 6872-2725 ext 813
Fax: +65 6872-2724

About GameAxis®/L33T®
GameAxis®/L33T® is a dual-cover magazine that serves the youth and young adult markets with the latest news and information in gaming culture, consumer technology and lifestyle trends. Rebranded in 2007 as GameAxis/L33T, the magazine is an influential medium for reaching the avid gamer as well as the young urban trendsetter. GameAxis/L33T has a circulation of 30,000 readers every month, the majority of whom are aged between 18 – 29.

About Hardware Zone Pte Ltd

As the leading IT media company in Asia, Hardware Zone Pte Ltd is a provider of marketing channels and services to the information communications, technology and interactive entertainment industry. Hardware Zone Pte Ltd publishes prolific IT magazine titles across Asia, namely HWM, GameAxis® Unwired and PHOTOVIDEOi™, operating in Singapore, Malaysia, Thailand, Philippines, Indonesia and Australia along with popular online portal® which has to date, a monthly viewership of more than 35 million page impressions. Capitalising on its editorial strength and creative marketing strategies, Hardware Zone Pte Ltd offers to marketers integrated media solutions and effective reach to IT consumers via our magazines, Internet products, research, direct marketing services, education and training, as well as events management.


About SPH Magazines Pte Ltd
A leading publisher in Singapore and the region, SPH Magazines Pte Ltd is a wholly-owned subsidiary of media giant Singapore Press Holdings Limited.

With a proven track record for sterling editorial content & award-winning designs, SPH Magazines raises the bar as a dynamic magazine publisher. In its stable are over 90 titles in English and Chinese, covering lifestyle, fashion, beauty, society, bridal, health, men´s lifestyle, movies, automobile, parenting, decor, new media and business. All the newsstand publications, including flagship title Her World, and other well-known titles such as Female, The Peak, Home and Decor, Nuyou, Torque, HWM and GameAxis are among the highest-circulating titles and best-read in their respective lifestyle category.

In addition, an established editorial unit provides excellent custom publishing services to major corporate clients by producing custom lifestyle magazines, newsletters and other collateral to meet their business needs.

With a vision to continue growth regionally, SPH Magazines is set to become Asia´s publishing powerhouse. It has editorial offices in China, Thailand, Malaysia and Indonesia. Magazines in its fold have achieved strong market presence in their respective sectors, as well as distinguished track records and solid reputations.

At SPH Magazines, the promise is to deliver its best to meet the diverse needs and interests of readers and advertisers.