Rediff’s online gaming platform PlayGully, which has mostly met with limited success till now, has formed tie-ups with the leading providers of casual games to enhance the company’s online gaming offerings. Rediff has announced that leaders like MiniClip and King.com from the UK, along with Lumosity, Revlry, Platogo, Disney and IndiaGames have now uploaded their online games onto Rediff PlayGully.
“Rediff PlayGully is a unique combination of internationally popular casual games and Rediff’s social media platform MyPage attracting users from all over India, specifically from the Tier II and Tier III towns,” stated Ajit Balakrishnan, Chairman and CEO, Rediff.com India. “The integration of gaming and social media will provide India’s masses a level of social interaction that has yet to be realised in the country,” he added.
Speaking at a conference in Delhi earlier (From 7 mn to 100 mn: Rediff’s Ajit Balakrishnan on how the rest of India can catch up to the Internet
http://www.exchange4media.com/e4m/izone1/izone_fullstory.asp?section_id=4&news_id=40285&tag=32779&search=y) , Balakrishnan had talked about how the increase of broadband penetration could be used to bring about social change and economic progress, besides outlining the setbacks on the way. He had specifically talked about the importance of bringing in Tier II and Tier III towns into the fold, as the real scope for immediate growth lay there. He had said that the implementation of new technology was critical to growth, in many ways the equivalent of building roads, but that the adoption of new technology would be fueled by entertainment, and particularly games.
Through Rediff PlayGully, the newly available games are integrated into the social media platform, Rediff MyPage, thereby enabling users to invite their friends to play with them. The social integration also enables users to make friends with other like- minded users around the context of games. Feeds from the games are published on the social network on Rediff MyPage, helping easy discovery of games.
People who visit the Rediff.com homepage can now click a Games button to be taken to these games, which are integrated into Rediff’s other online offerings, and with a custom built interface that enables the social sharing of news about games played, achievements unlocked, and other similar events, which should drive growth through social word of mouth over the Internet. While the company’s offerings on familiar territory is likely to bring in a lot of people, one possible concern though is that it might also send a lot of people towards these foreign sites instead, and on to bigger ones like Newgrounds. However, only time will tell if this shall be the case, or if Rediff has hit the ball all the way out of the stadium with this shot.