Zapak Digital Entertainment, a Reliance ADA Group venture and owning one of India’s largest gaming portals, is eyeing over 100 per cent revenue growth year-on-year in 2009-10. The company also aims to provide a lot more innovative advertising and also setting up around 300 gaming cafes across the country. Zapak claims to have worked with more than 250 brands till date. Marching Ants is its creative agency.
In one of its recent initiatives this year, Zapak.com had tied up NDTV Convergence, the online arm of the NDTV group, to introduce a game service called NDTV Games. This apart, the online gaming portal has also held several gaming tournaments and video game events across six major cities in India. In May this year, Zapak had partnered with Kwality Walls to host the ‘Paddle Pop Gaming League 09.’
In conversation with exchange4media.com, Rohit Sharma, COO, Zapak.com, elaborated, “Of late, we have conducted various online and offline tournaments where various brands have associated with it, and as we grow, we will continue with this tournament at a much larger scale. This year, we also plan to do a lot of interactive and innovative advergaming around various brands.”
He continued, “We have a company called Jump Games, which develops mobile games, and we are now aggressively going to various brands and telling them that not only can we make innovation in games in online space for them, but we can also create various advergames in the mobile space as well. Thus, this year one of the big focus areas for us will also be mobile. We have seen a lot of brands come on board with us, for instance, Cadbury; we have also worked very closely with the Unilever brands; Parle; Thums Up, etc. Thus, we have worked with more than 100 brands in creating advergamings around them.”
A major share of Zapak’s revenues come from advergaming and advertising. The online gaming portal is also known to provide a lot of viral marketing and creating microsites for clients and claims to have also provided a lot of innovative banner advertising through video advertising.
Highlighting some of Zapak’s achievements in 2008 and priorities for 2009-10, Sharma said, “The year 2008 was when we have managed to create a successful brand in the market. It was also a year where we were also able to get a significant amount of traffic on the site with almost 120 million page views a month. It was also a year when have started monetising our site and when a lot of advertisers showed confidence in our brand.”
“In 2009-10, we expect to see our traffic grow even further; we also expect to do a lot of innovations in the advertising space, which we plan to be the largest advergaming platform in the country. We intend to do a lot more innovative advertising through our creative. We will have more than 300 gaming cafes in the country where one can walk in and play games. Our revenue growth target for 2009-10 is 100 per cent year-on-year,” he added.
Sharma also believes that 3G India launch will change the scenario for mobile gaming and that a lot of people will have much better connectivity and better access on their phones, which would be one of the main reasons leading to growth of mobile gaming.