With esports becoming a multimillion Ringgit industry and even a gold medal sport in the recent SEA Games and the 2020 Olympics, Fikri has brought his previous company - Media Prima Group, out of the shadows of tradition and into the spotlight of gaming.

Fikri is now back in the game development side of the ring and currently represents Moonton's corner, the game developer of Mobile Legends: Bang Bang. He aims to bridge the gap between brands and build meaningful partnerships to challenge and elevate the esports industry in Malaysia.

One of the world’s biggest game publishers, Garena, married his experiences with his passion for digital integration that gave birth to various successful campaigns. Fikri takes on challenges like video games with precision planning, punctual execution, and an,n and thorough reporting, from educating clients new to gaming to virtual battles with gaming gurus.

His passion for youth empowerment has led Media Prima to create Malaysia’s biggest campus esports event Kejohanan E-Sukan Kampus (KEK), and a few other notable esports campaigns; Squad Up & Pesta Game (in partnership with Google), Lunchtime Cup and successfully integrate esports in traditional events like Karnival Jom Heboh and Gegaria.