Women are Focus of Gaming Firms
With reports of Indian women spending more time locked onto mobile games doing the rounds, homegrown gaming cos are turning their attention to women-centric products
Bengaluru: Homegrown gaming companies are turning their attention to womencentric products following reports that Indian women are spending more time than ever locked onto mobile games.
Most recently, Nazara Games made an undisclosed investment in mobile gaming studio Truly Social, which is using artificial intelligence and machine learning to launch a women’s game that simulates real-life situations. “The women-centric market in India is one of our core focus areas that is largely un- tapped. We expect to see over 1-million downloads post launch of the game,” said Manish Agarwal, CEO of Nazara Games.
Truly Social’s game will leverage a mix of dress-up, travel and celebrity content, with a focus on narrative cen- tered on dating and building relationships.
Monetisation of the product will revolve around in-app purchases, partnerships with brands including links to ecommerce sites and fashion portals.
According to Alok Kejriwal, founder of Games2win, of the 80-million game downloads they have seen since the launch of the company, 62% of these could be attributed to women.
The company’s ‘Gully Cricket’ game, which had teams of three boys and two girls led to an increasing demand for an all-girls cricket game.
“There is proof in the numbers that women mobile gamers are steadily increasing in India. We received feedback for an all-girls cricket game, which we plan to launch in a few months,” said Kejriwal. Games2win targets women gamers aged 14 and upwards. Besides seeing growing traction for fashion-oriented games like Star Fashion Designer — which saw 150,000 downloads in March — Kejriwal claims that women also spend time playing parking and driving games.
“In one of our driving games, one of the main drivers to select from is a women. We have also introduced glitter Lamborghini’s and pink Beetles to add a feminine touch to the game,” Kejriwal said.
ALOKKEJRIWAL Founder, Games2win There is proof in the numbers that women mobile gamers are steadily increasing in India