Zapak in strategic pact with 6waves; enters social gaming arena

Zapak in strategic pact with 6waves; enters social gaming arena

Author | Preeti Hoon | Thursday, Aug 05,2010 8:52 AM

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Zapak in strategic pact with 6waves; enters social gaming arena

Online gaming portal Zapak.com has joined hands with 6waves, an international publisher and developer of gaming applications on the Facebook platform, wherein Zapak will be the marketing and payment partner for 6waves’ games in India.

Commenting on the launch of social games, Rohit Sharma, CEO, Zapak Digital Entertainment Ltd, said, “Zapak is synonymous with providing quality world class content to its users. This association marks Zapak’s foray into mainstream social gaming post the launch of Zapak application on Facebook. Many of our users visit Facebook frequently and this association with 6waves will offer them with an array of new entertaining and engaging games. We aim to bring world’s best social game content for Indian users like we did on Zapak.com.”

Sharma divulged to exchange4media the user generation plans through this collaboration. He said, “Currently 6waves get less than 1% of its traffic from India. We plan to increase that share significantly in next 6-12 months.” He also informed that the business model for games is based on virtual goods.

However, Zapak.com’s first effort towards online social space was on June 29 when it launched its gaming application on Facebook. On being asked about the response so far, Sharma replied, “We are seeing steady viral growth on our application. We currently have over 40,000 players playing on our App. This has built up through FB link share among friends. We plan to do viral marketing for this app and looking at over 200,000 players in next 45 days.”

On coming together with Zapak.com, Rex Ng, CEO, 6waves, said, "International markets have always been a prime focus for 6waves. Working with Zapak, the leading gaming company in India, we aim to bring the best social gaming experience to our Indian users!"

Leveraging the internet space for advertisers by digital media, also called online brand-building, is taking shape in the online industry and at the same time, social networking sites like Facebook are also being leveraged by Indian gaming players to tap the online gaming population more than the actual rate i.e. direct users on their own portals.

But is it a trend to reckon with in the longer run? Does this pose a threat to the portal having its own original or direct users? “We see ourselves and other portals leveraging the reach and virality of social networks like Facebook. We today get 10% of our users from Facebook which is an incremental non-paid traffic for us. In the long run we are going to realize more benefits from the overall growth of social networks by integrating our offerings cohesively”, Sharma answered.

Zapak will bring all 6waves games to the Indian users including global hits like Mall World with over 5mn users. Zapak will create a Zapak Social channel on Zapak.com where 6waves’ games will be promoted. Currently the payment gateways available for their games only allow users to use international credit cards for transactions. Zapak will integrate all local payment options like credit cards, netbanking, Zapak pins etc. to facilitate item purchases for their games to Indian users. Users can access the games on http://social.zapak.com/games/ . 6waves has produced more than 20 successful games on Facebook including Mall World, Kingdom of Camelot, Resort World, Animal Paradise to name a few and has over 10mn users who play their games worldwide.

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