Consider this. When Games2Win launched Bombay Taxi — a game-based on parking problems faced by Mumbaikars — they had more clicks from US and UK gamers. The game was soon hosted by several international game portals.

Alok Kejriwal, founder & CEO, Games2win recalls: "The Flash-based game was copied by 500 sites that hadn't licenced the game from us and was a popular game among site users."

However, despite massive distribution of the game, G2W made no significant revenue benefit. Three months ago, G2W developers created Invizi Ads — an online games advertising platform which allows game developers to insert an ad code in their games before release.

Kejriwal says: "Depending on deals with other gaming partner portals (licence or revenue share, or both), these ads can be made visible or invisible." The portals that copy the game without any licence-share deal will have to run the inserted advertisements, while a licenced portal has the independence of running or killing ads.

Zapak, another online gaming site, was busy launching a dedicated online women gamer portal. Arun Mehra, chief marketing officer, Zapak, says: "We realised that our games were very popular among gamers from the US, UK, UAE and West Asia. Thus we launched Zapak Girls with 2,000 games."