Village Roadshow’s incentive technology business, Edge, has launched in Southeast Asia, marking its first international foray.

Located in Singapore, the new Asian branch will serve as a central hub from which Edge will service the wider region via its cloud-based promotional platforms and global network of reward partners.

Edge’s new Asian operation has attracted the likes of Intel, Microsoft Asia and Treasury Wine signing on for campaigns.

Fergus Koochew (pictured above), managing director at Edge, said the expansion into Asia was initially conceived to support existing clients, but now local brands have been drawn to the platform.

“Finding ways to drive engagement and retention is critical for any brand looking to gain a foothold in Asia, and we’re confident the great work done in Australia, along with our highly successful technology platform, can be adapted effectively in the Asian market,” he said.

“Edge helps conceive the promotion and then facilitate and manage the promotional platform and entry mechanic, source engaging rewards, insure the promotion, and ensure compliance with local laws.”