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

The Economic Times - - Disruption: - Shash­wati.Shankar @times­group.com

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

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