Ching’s Secret and Gametantra launch co-branded PC game

Ching’s Secret partnered with Gametantra, the casual games unit of Dhruva Interactive, to create a co-branded game called Ching’s Conga Bugs. Conga Bugs is sold as a $6.99 download, but the advergame will be distributed free along with leading technology magazine Digit. 

e4m by exchange4media Staff
Updated: Jun 8, 2011 9:45 AM
Ching’s Secret and Gametantra launch co-branded PC game

Advergame usually means a game which was hurried along through an underfunded production to meet with some external deadlines, and makes people who are interested in games wince. The effect can thus be the opposite of what the marketers intend, with the audience actually avoiding such clumsy attempts.

Games like the highly successful Angry Birds have proved that they can reach even more people than prime time television, and one example of successful advergaming was the launch of Angry Birds Rio, a tie-in game which featured the characters from the movie Rio.

Now, Ching’s Secret is taking a similar step towards advergaming – instead of trying to build the next sensation from the ground up, they’ve tied up with Gametantra, whose game Conga Bugs is already available for download at Big Fish Games, one of the largest distributors of casual games.

Ajaay Gupta, CMD, Capital Foods Ltd, the brand owners of Ching's Secret, said, “The youth loves gaming and Ching’s as a brand is committed to digital. Beyond Facebook, Twitter, Youtube, IPTV, DTH and mobile gaming and applications we are now launching Conga Bugs in partnership with Gametantra, a spin-off of Dhruva Interactive, India’s oldest gaming company who have been a benchmark for quality games.”

Rajesh Rao, MD, Gametantra, said, “At Gametantra, we are still working on our plans for India, but when Ching's Secret approached us we thought it was a nice way to connect our brand with the Indian casual game audience with a popular game from our international portfolio. We also wanted to take this opportunity to establish a quality benchmark for adver-gaming in India “

Conga Bugs is on sale for $6.99, but readers of technology magazine Digit will be getting a free copy of the co-branded game with their next issue, along with a sachet from Ching’s.

The Luxor style game is a well made and good looking game, which has seen positive reviews from sites like Gamezebo which specialize in casual games.

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