After numerous games under its belt, Zapak.com has now joined hands with a friendly ghost. The online gaming portal and BR Films ‘Bhootnath’, starring Amitabh Bachchan, have come together to launch gaming merchandise for the movie and keeping kids in mind.
Zapak.com has announced a special gaming destination for kids called ‘Zapak Kids’, which is targeted at kids up to 14 years of age. This segment contributes almost 25 per cent of the traffic on the gaming portal. Zapak Kids will offer a portfolio of over 70 games with edutainment, a virtual world for kids and kids-specific community features being the highlights of this segment.
Commenting on this association, Rohit Sharma, Chief Operating Officer, Zapak Digital Entertainment Ltd, said, “Kids aged 14 years and below constitute to over 25 per cent of Zapak users online, also serving as the stickiest and the most loyal users on our site, this is definitely an area of focus for Zapak. Zapak Kids is a specially created segment to cater to this audience. ‘Bhootnath’ presented us with an interesting opportunity to create gaming-based merchandise around the movie. We believe these games would be well accepted by kids, especially the Zapak Bucchki, which is expected to recreate the Beyblades fad for the Indian market.”
The portal has created ‘Bhootnath’ Game Pack Series containing a gaming CD with the full version of a mystery-based game along with prank toys for kids and the Bucchki, a high speed spinning toy. These packs would be available through the Zapak Cards network across 3,500 outlets in over 70 cities. The packs would be priced at Rs 99, Rs 149 and Rs 169.
BR Films and Zapak have also tied up with Cartoon Network Enterprises for the Bucchki merchandise.
Sanjay Bhutiani, CEO, BR Films, said, “We have very much kept in tune with our tie-ups and associations. Today, brand associations are one of the strongest revenue drivers for both brands and movies. The moment the Zapak and BR Films teams met, we knew they were the right partners to exploit the movie with customised games and interesting gaming merchandise. The theme of the movie is very synergistic with the target audience who spend considerable amount of time on the Internet and virtual games.”