Zapak bets big on advergaming and in-game advertising; plans to launch MMOG

Zapak bets big on advergaming and in-game advertising; plans to launch MMOG

Author | Jagadeesh Krishnamurthy | Wednesday, Oct 31,2007 7:55 AM

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Zapak bets big on advergaming and in-game advertising; plans to launch MMOG

Zapak.com, the online gaming portal from Reliance ADAG’s entertainment venture, has identified advergaming and in-game advertising as its major revenue sources in the coming years. The gaming website has also revealed its plans to launch two international massive multiplayer online games (MMOG) titles in India in a couple of months.

Talking about Zapak’s initiatives in the space, Rohit Sharma, COO, Zapak Entertainment Ltd, said, “We have been having several in-game advertisements as well as advergaming initiatives on our site, but it comprises a very small market. It approximately contributes to only 15 per cent of our revenue overall, and the rest comes from banner advertising. However, I believe these initiatives are catching so fast that in the coming six-eight months, it might even contribute to 50 per cent of our revenues.”

Citing different in-game advertisings and advergaming initiatives from Zapak, Sharma noted associations with Logitech, Ponds, LIC, McDonalds, Garnier, Cadbury and John Players, among many others, for in-game advertising and advergaming initiatives. In its bid to promote tennis in India as a major sport by 2020, Apollo Tyres has also associated with Zapak for its multiplayer tennis game.

Revealing plans to be more than just a casual gaming site, Sharma added, “Targetting hardcore gamers, we will be launching two MMOG titles here in a couple of months, which are licensed from international markets.”

Tags: e4m

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