Hungama has tied up with UAE-based business enterprise, Koohiji Group, to provide entertainment content to mobile users in the Middle East and North Africa. A free multi-user online gaming portal, Gaminghungama.com, has also been launched to sustain the rising competition in the online space.
Hungama Mobile has appointed Digital City, a business unit of the Koohiji Group, as their exclusive distributor for Bollywood and Indian digital entertainment content. The growing interest in the Indian entertainment industry by countries in the Middle East and North Africa (MENA) has helped Hungama in this new endeavour.
Elaborating on the move, Saleem Mobhani, COO, Hungama Mobile, said, “The demand for Bollywood and related entertainment content has shot up dramatically over the last couple of years, and Hungama Mobile being the world’s largest distributor of South Asian entertainment content, MENA consumers will have access to South Asian digital entertainment content, including content in 14 different languages.”
Another initiative launched by the channel is the new free multi-user gaming portal, Gaminghungama.com. With simple interactive games and an easy to understand gaming interface, the portal is aiming to target one million gamers in the first year of launch. Along with games, the site also has the latest reviews of PCs, consoles and mobile games from across the world, gaming news, a user forum and a downloads section.
Speaking about the initiative, Neeraj Roy, CEO and MD of Hungama, said, “It is estimated that the online gaming market in India is at $30 million, of which mobile gaming and Internet-based gaming contribute $8 million each in revenues. It is being expected that by 2010-11, the software gaming industry will be $700 million in size, while console, mobile and broadband and Internet-based gaming will each be one-third of the pie. Through Gaminghungama.com we will be ready to meet this ever growing demand.”