Top Story

e4m_logo.png

Home >> Digital >> Article

Tyroo and Nazara to enable e-commerce in mobile games

10-March-2016
Font Size   16
Tyroo and Nazara to enable e-commerce in mobile games

Tyroo Technologies, today, announced its partnership with mobile game publisher and developer Nazara Games, to power their mobile game ‘Nazara Cricket’; riding on the cricket fever in India with the upcoming World Cup T20.

Through this partnership, gamers soak on the spirit of cricket as well as get a chance to shop for their favorite merchandise and avail special e-commerce deals while staying within Nazara Cricket’s app. Going forward, Tyroo will also be powering all other mobile games of Nazara, including the crowd favorites like Chhota Bheem Race Game, Cut the Rope: Magic and Virat Cricket, etc.

Nazara will now offer contextual and personal experience to the consumer. In this integration, high-affinity products will be curated to the gaming users using Tyroo’s native commerce ad platform. Tyroo’s native commerce platform can curate from more than 20 million SKUs across e-commerce brands today. On the basis of customer preferences and insights obtained from Nazara, Tyroo will offer relevant products to gamers.

 Speaking about the partnership, Siddharth Puri, CEO, Tyroo Technologies said,“The mobile gaming industry in India is poised to grow exponentially with the unprecedented rise of mobile-first population and Internet penetration. While our first phase was about digital commerce influencing customer choices by capturing their decisions, our objective now is to have a destination-less shopping experience. Nazara has always remained ahead of the innovation curve and this initiative to create a consumer to product relationship with enriched data will definitely help influence, engage and convert audiences into actual paying customers.”

 Commenting on the partnership, Manish Agarwal, CEO Nazara tehnologies said, “Nazara’s IP based games have a huge fan following. IP based gaming builds a highly engaged community with context of gaming and we are offering a great opportunity to e-commerce companies to showcase their relevant merchandise to the millions of engaged fan boys/girls of the IP. This association with Tyroo will allow us to offer gamers on the Nazara network a very contextual shopping experience without interfering in the core game play.”

 Tyroo’s native product ads technology has been developed keeping consumers at the epicenter of the mobile advertising ecosystem. While other e-commerce ads overwhelm and confuse a consumer by showing different products to choose from, Native Product Ads only show relevant products as per consumer interest, reducing their efforts of buying products online.

 Native product ads technology allows different formats for app developers based on their mobile app design, font and layout and drive purchase via product discovery. It also enables advertisers to monitor native product ad performance through an in-built dashboard and accordingly use product analytics to create more engaging content for the audiences.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The mall has a diverse range of media formats that includes, billboards, backlit kiosk, pillar wraps, product/promotion display spaces etc.

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow

While domestic and international brands are competing for a bigger pie of the growing digital content market, Reliance Jio with its Jio Studios has added a new dimension to this competition.