With in-game advertising rapidly catching up in India and becoming one of the fastest upcoming media to advertise, online gaming companies like Kreeda Games have big plans to exploit this space.
Mumbai-based Kreeda Games India Pvt Ltd, a dedicated massive multiplayer online game (MMOG) operator, is funded by IDG Ventures and SoftBank Bodhi Investment.
Elaborating on the company’s plans, Quentin Staes-Polet, Kreeda Games, said, “Currently, there is no in-game advertising in India. We have recently launched a game which has in-game advertising in it. The typical type of advertisers, who are willing to advertise with us are IT manufacturers, software companies, lifestyle product companies and online service providers. We are in the process of signing up a few clients in early June. The first campaign will break on in-game advertising around that time.”
Polet further said, “Our target audience for online gaming is the 12-24 age-group. We are targeting both boys and girls. We plan to introduce 2-3 games every year. They would be multi-player games in which thousands of people can connect to the server and play the game together.”
“This medium is different from other conventional medium as it is an immersive medium. The ads are totally immersed in the virtual world and are weaved into the game, so it is not intrusive to the viewer. We can weave the USP of the product into the game,” Polet explained. He added that the average time spent on a single game was over 90 minutes.
Regarding marketing plans, he said, “We have done content integration with Saroj Khan for ‘Nachle Ve’ on NDTV Imagine, where she promotes our game ‘Dancemela’. Gamers who play ‘Dancemela’ can get a chance to meet the well-known choreographer, who would teach them how to dance like the stars. We would also do below-the-line activities, POPs, peer-to-peer activities, web ads on the Internet and events in colleges.”
The company, which currently has a team of 55, would expand the team as the market grows. And with the Indian online gaming industry expected to exceed $200 million by 2010, that expansion will come sooner than later.