Gaming tech company Lita Global announced that it has officially opened its regional headquarters in Singapore.
Founded on the concept of “Teammate-on-Demand,” Lita Global connects gamers through a platform that integrates skill-based matchmaking with social engagement features.
With over 30 million registered users and 1.5 million monthly active users across the region, the platform aims to meet rising demand for monetisation opportunities and meaningful gameplay experiences.
According to Founder and CEO Yihao (Daniel) Zhang, the choice of Singapore as a base was a strategic one. “Singapore plays a crucial role as our operational HQ. Its connectivity to the rest of Southeast Asia allows us to manage cross-border operations efficiently,” Zhang said in an email interview with e27. “Being based in a tech-forward environment gives us direct access to a world-class talent pool, investors, and government-led innovation initiatives that support startups like ours.”
Singapore’s advanced digital infrastructure, regulatory support, and highly skilled workforce have made it an attractive destination for tech firms. For Lita, the city-state is not only a logistics hub but also a gateway to key Southeast Asian (SEA) markets.
“Singapore is a strategic node for forming partnerships with regional gaming companies, universities, and e-sports organisations,” said Zhang. “Through Singapore, we have been able to forge strong collaborations that support everything from product development to talent pipeline building across the region.”
To support local growth, Lita is rolling out initiatives aimed at strengthening community ties and enhancing user experience. These include partnerships with e-sports organisations, university collaborations to cultivate talent, and support for local gaming events and tournaments.
The company’s expansion is aligned with broader regional trends. SEA’s young, mobile-first population and strong gaming culture provide fertile ground for platforms that blend entertainment with income opportunities.
“SEA offers immense opportunities, especially given its young, mobile-first population and rapidly growing digital economy,” Zhang explained. “Games are not just entertainment here; they’re a core part of social life. This aligns perfectly with Lita’s mission to turn gaming into a social and income-generating experience.”
Yet, operating across such a diverse region is not without challenges. “User behaviours, platform preferences, and perceptions of paid gaming services vary widely between countries,” Zhang noted. “We have had to build a highly localised approach—everything from payment systems and marketing content to onboarding processes—to ensure strong market fit and adoption.”
One of the insights Lita has gleaned from its user base is the desire for structure and connection within gaming communities. Many users previously relied on platforms such as Facebook groups and Discord to find teammates but found the experience inconsistent and time-consuming.
“This clearly indicated a gap in the market for a structured, seamless teammate-matching platform—exactly what Lita offers,” said Zhang.
The company has also tapped into another growing trend: the aspiration among Gen Z gamers to monetise their skills. Through its Lita Player programme, the platform allows users to earn by participating in matches, creating content, or building communities.
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“To seize these opportunities, we have invested heavily in influencer marketing on platforms such as TikTok, developed community-centric features, and rolled out programmes such as Mabar Lita Girls to incubate gaming talent within our ecosystem,” Zhang added.
Over the next year, Lita Global has ambitious plans. These include expanding its player network in Indonesia, the Philippines, and Malaysia; launching AI-powered matchmaking features; and deepening partnerships within the e-sports ecosystem.
Among its upcoming milestones is a partnership with Riot Games’ official Korea E-sports Team, T1. The company also aims to grow its Multi-Channel Network (MCN) initiative, Mabar Lita Girls, transforming more gamers into influencers within the Lita ecosystem. Flagship tournaments are also scheduled across Indonesia, Korea, Vietnam, Thailand, and the Philippines.
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Image Credit: Lita Global
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