Zapak Entertainment Ltd, a part of Reliance ADAG, has announced the launch of its casual gaming portal – Zapak.com – with Salman Khan as its brand ambassador. The company feels that online gaming is the next stop for the Indian audience and plans to invest $100 million in the gaming industry over the next three years.
Announcing the launch, Rajesh Sawhney, President, Reliance Entertainment Ltd, said, “With a 54 per cent population below 25 years of age, India is only getting younger. Therefore, gaming is an important part of our entertainment strategy and we are investing $100 million in this venture over the next three years.”
Speaking on the revenue model of the initiative, Rohit Sharma, COO, Zapak Digital Entertainment Ltd, said, “In the first phase we are looking at earning revenues through advertising, and in the later stage, we will look at options like pay for download and subscription based gaming.”
Elaborating on the marketing plans for this initiative, Sharma said, “We will be using the traditional media in the initial stages with TVCs and because we are in the online market, we will be using the Internet medium extensively.”
The company, along with the casual games portal, plans to develop Massively Multiplayer Online Role Playing Games (MMORPG) as well as Massively Multiplayer Online First Person Shooter (MMOFPS). They will be developing these games in collaboration with international game developers.
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