After mobile games on films like ‘Ghajini’ and ‘Chandni Chowk to China’, Indiagames on Monday announced the launch of its latest mobile game, ‘Dev D’, based on the forthcoming Abhay Deol-starrer of the same name. It is an in-house concept and a lot of money is slated to be spent on mobile marketing through SMSes, WAP messages, and ads about the game through various portals and even outdoor promotions. The marketing initiatives, however, would be centered on mobiles.
Though the target audience is the general masses, the focus is largely on males in the 18-28 age group. An interesting point to note is that the bulk of users are from non-metro cities.
While 2008 has been a good year for Indiagames, which saw a growth of 150 per cent, 2009, on the other hand, is seen to be a challenging one, keeping in mind the slowdown effects. However, Indiagames is confident of meeting its challenges and achieving a high growth rate, though not as high as the 150 per cent growth it had seen in 2008.
Speaking to exchange4media, Vishal Gondal, CEO, Indiagames, said, “Movie companies have started looking at mobile gaming very seriously as an opportunity. This year has been great for us as we have started with ‘Ghajani’, followed by ‘Chandni Chowk to China’, and now we are doing ‘Dev D’. I believe that gaming is slowly but steadily establishing itself as a category for movie producers. Even though revenues may not be as high, we can expect them to be significant. I also believe that soon gaming rights would also become a very big part of their revenues, and we are working towards making that happen.”
On the challenges ahead, Gondal said, “Last year was very good; we announced almost a 150 per cent growth in our revenues. We have expanded our territories and one of the key things seen is the growth of online gaming. Year 2009 is challenging and we are geared up to meet all those challenges. In 2009, we assume growth to be a little flat because of various economic conditions, but we will still continue to record a growth, however, it may not be 150 per cent growth, but certainly we will see significant growth.”
Gondal added, “For gaming in mobile we have a revenue share with the operators, a good game can be anywhere between Rs 5 lakh and Rs 2 crore in revenues. Our revenues don’t come from advertisers but from consumers buying the game, and as of now we are seeing a growth in mobile entertainment because it is a cheap means of entertainment.”