Global brands make localisation their mantra to tap into $2.6bn Indian gaming market

by Lindsey Francy Jan 22, 2023 News
Global brands make localisation their mantra to tap into $2.6bn Indian gaming market
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As the Indian gaming market matures from a demand and supply perspective, global brands are working on a detailed plan for the market. The focus on India is stronger than ever before.

India is fast becoming one of the most important markets for global players.

India is a vital market for Riot Games as it is home to an incredibly passionate and ever growing gaming community.

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The first Indian agent for Riot Games was introduced a couple of months ago. The success of its first desi agent was celebrated with an outdoor campaign that included a mural art and billboards across the country.

Hyper localisation is a key component in our player focused mission and we recently introduced a new map. Traditional Indian stepwells, rock-cut architecture and Dravidian style structures inspired the location and design of the map.

Local partnerships are strengthened.

India's gaming market is projected to reach $8.6 billion by the end of the year, according to a recent report. The country had the highest share of downloads of games in the world.

Global brands are increasing their presence in the country. One of the keys to gaining a foothold in the country is partnering with local companies.

Riot Games tied up with a host of gaming companies and teams in India for their character launch initiative. One of them is an orangutan.

Every company entering the Indian market has a specific plan for the country. Local brands are working with them. We are helping ancillary brands in the business to launch in India and capture the growing market with the help of our local networks and resources.

Joint campaigns, launches or strategic investments are some of the types of partnerships.

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Over 100 million dollars has been invested in the Indian market by KRAFTON, Inc in the fields of interactive entertainment, gaming, Esports platforms, technology, and other community platforms. Some of the companies that are involved in the gaming industry include NODWIN, Loco, Partilipi and KukuFM, as well as other companies that are developers of games.

"KRAFTON, Inc. sees immense potential in Indian intellectual property not just for growth within India itself but globally as well."

He said that they would continue to foster the development of the Indian gaming industry by investing in India's IT and media ecosystems.

There is growth of ancillary businesses.

The 507 million Indians who play video games can't be ignored by marketers.

Global brands are not limited to gaming companies. There are international brands in the business of gaming peripherals that are taking India seriously. The number of people playing video games has increased in the country.

International brands have a strong presence in India. Canadian brand Cybeart was recently launched in India.

To increase visibility, reach and recall, they sponsored teams such as Orangutan and Revenant.

The company is spending a lot of money on influencer marketing and tweaking their launch strategy as compared to other countries. They created a special edition of vintage chairs for the Indian clientele to match their taste.

Cash backs and other tactics are offered for customer acquisition acquisition. Despite the price point, we have seen a double digit consumer return rate.

Cybeart gaming chains can go up to Rs 42000.

Funding and mergers.

The Indian gaming industry was put on the investor's itinerary. Indian gaming companies raised a total of $2.8 billion in the last five years, with funding in the last two years up 23 percent and 38 percent, respectively.

The gaming business in India is being invested in by leading global funds. Dream11, WinZo, MPL, All Star Games, and WinZo were some of the beneficiaries.

There were also M&A deals signed. One example is the acquisition of Indian Play Simple Games by Sweden's MTG.

QYOU Media acquired a majority stake in Maxamtech. The company has a target of complete takeover in the coming quarters.

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