31/05/2026

theSunday Special III ON SUNDAY MAY 31, 2026

specialised expertise. Instead of moving entirely online, SPM shifted towards hybrid concepts, just like the Saidina 3X, a version that integrates digital support while still requiring a physical board game. The hybrid format introduces faster gameplay, dynamic economic elements and app-assisted interaction while maintaining traditional face-to-face play. “We realised digital involvement should complement our games, not replace them,” Ted Sun said. 0 Reinventing the classics for modern audiences Beyond digital integration, the company has also focused heavily on refreshing its products without losing the identity that made them successful, including redesigned packaging, updated visuals and modernised gameplay mechanics. Ted Sun said consumer expectations today are very different from previous generations. “People want things to be faster now. They want games that are portable and quicker to play. “This shift has pushed the company towards card games and compact formats aimed at younger audiences with shorter attention spans.” 0 New product, Saidina GO, reflects fresh strategy Developed in conjunction with the Visit Malaysia campaign, the game combines tourism, education and entertainment into a portable card-game format. The game incorporates all 14 Malaysian states, local cultural references, festive celebrations and QR-linked tourism information connected to official resources. “It is edutainment and also works as a souvenir product,” Ted Sun said. The company has also collaborated with popular Malaysian animation franchises such as Upin & Ipin, Ejen Ali and Bola Kampung to stay relevant among young consumers. “These collaborations help us remain connected to the current generation because children already recognise the characters,” he said. 0 More than just entertainment For Ted Sun, board games are not merely products, they are tools for human interaction. He believes one of the biggest lessons from the Covid-19 pandemic was how deeply people still need physical social connection despite technological convenience. “Humans cannot stay isolated behind screens forever.” He said while technology has accelerated communication, it has also reduced personal interaction in many areas of daily life. “People no longer write letters, families spend less uninterrupted time together, and children increasingly communicate through digital platforms rather than direct social interaction. “But when people play games together, they laugh, argue, negotiate and learn about one another other. “That is something important that cannot be fully replaced digitally.” As SPM approaches its 50th anniversary, the company’s future strategy may involve faster gameplay, hybrid technology and modern packaging, but its core philosophy remains largely unchanged from the day Sie Bing first saw students struggling to play Scrabble in Bahasa Melayu. The mission, Ted Sun said, is still about creating games that bring Malaysians together.

Ted Sun said the earlier version of Sahibba drew legal objections due to its resemblance to ‘Scrabble’. – ALL PICS BY AMIRUL SYAFIQ/THESUN

“A game is not like a toothbrush or a pen. You have to educate people on how to play it,” Ted Sun said. To build awareness, the company relied heavily on exhibitions, roadshows and public demonstrations to introduce families to the games. Ted Sun said among the most important platforms at the time was Pesta Pulau Pinang, a hugely popular fair that attracted visitors from across Malaysia during its peak years. “That was one of the events that really helped us grow. Many consumers initially doubted whether a Bahasa Melayu word game could genuinely function well, but we continuously explained and demonstrated the gameplay mechanics.” The company gradually expanded through distributors, school engagement and collaborations, allowing Sahibba and Saidina to become familiar names in homes and classrooms nationwide. 0 Why the games still survive today For many Malaysians who grew up in the 1980s, 1990s and early 2000s, board games such as Sahibba and Saidina were staples during school holidays, family gatherings and rainy afternoons at home. Ted Sun believes the reason the games are still popular today is largely because the generation that once played them are now parents themselves. “Parents who grew up playing Saidina or Sahibba are now introducing the games to their own children, not just because they are familiar with them, but also due to concerns over excessive screen time and digital dependency among younger generations.” That sense of intergenerational nostalgia has become one of the company’s strongest advantages. Ted Sun said unlike digital entertainment, physical board games encourage face-to-face interaction, communication and shared experiences. “When we go to exhibitions, many

own children.” “

Ted Sun said he does not believe digital games would eliminate traditional board games.

parents tell us they want their children to get away from phones and tablets. “Games bring people together. They create bonding time, conversations and interaction,” he said. 0 Competing with digital entertainment Like many traditional industries, the company has had to confront the rapid rise of digital entertainment. Children today are increasingly drawn towards mobile games, online multiplayer platforms and social gaming ecosystems. Ted Sun acknowledged that digital gaming has fundamentally changed childhood habits and social behaviour. He pointed out that many children now socialise online because modern lifestyles leave families with increasingly limited quality time together. “Parents are busy, children are busy, everybody is doing their own thing.”

Parents who grew up playing Saidina or

Sahibba are now introducing the games to their

Still, Ted Sun does not believe digital games will completely eliminate traditional board games. Instead, he sees physical games occupying a different emotional and social role. “Digital games are here to stay. But there needs to be variety in how people learn, play and socialise.” The company also experimented with fully digital games but later realised the space required large investments and