PlayUp to redefine live gaming in India

PlayUp, global leader in live and interactive social mobile gaming is all set to take the cricket excitement in India to the next level with the launch of four exciting & innovative products for cricket aficionados. These products will be available during the ICC World Cup 2011 to be held in the sub-continent, and is projected to garner a broadcasting viewership of around 1 billion. 

Founded in Australia in 2007, PlayUp is the first business of its kind to create sports broadcast, social gaming and mobile interactivity on a global mass-market scale, with current operations in Australia, USA, UK, Japan and India. The new products which are set to be launched include (check inset for details): 

* Next Wicket 

* Most Valuable Combo 

* Power Up 

* 10 Up 

Powered by innovative technology platform, the product offerings will be available across a wide spectrum of platforms including SMS, WAP, internet, Apps and Interactive Voice Response. 
   

GAME	FORMAT	REWARD	CHANNEL
New products being launched
NW: NEXT WICKET	Pick who will go out next	MERCHANDISE-Digital + Physical, Experiences	SMS/WAP/WEB/APPS
MVC: MOST VALUABLE COMBO	Pick the best combo of batsman + bowler	MERCHANDISE-Digital + Physical, Experiences	SMS/WAP/WEB/APPS/IVR
POWER UP	Answer Average runs for powerplay overs	MERCHANDISE-Digital + Physical, Experiences	SMS/WAP/WEB/APPS/IVR
10 UP	Answer 10 questions while live match is on	MERCHANDISE-Digital + Physical, Experiences	SMS/WAP/WEB/APPS

PlayUp is a new interactive platform that provides engagement to cricket fans through innovative game formats, unique redemption engine for rewards, and social media features. The games leverage skills and deep knowledge that cricket fans have around their favorite teams, players, statistics and most importantly the LIVE match. An example of an innovative game format is that gamers have the opportunity to ‘Play against a Celebrity’ who is also watching the match, creating a very engaging experience for the fan. Interactivity is further enhanced with social features that integrate the experience with popular social networking platforms. The rollout of 3G will further enhance the gaming experience and allow rich live match analysis and exciting features like check-in to a match, fan feeds and audio/video interactions on the mobiles. The new games offering comprising 10 UP, POWER UP, NEXT WICKET (NW) and Most Valuable Combo (MVC) will be rolled out progressively over the cricket season. 

Commenting on the scheduled launch of the new offerings, Rajat Kulshrestha, CEO, PlayUp INDIA, said, “We are excited at the planned launch of these new product offerings as this is all set to create an exciting & engaging experience for Indian fans watching live sport. Interactive social gaming on mobile is a rapidly growing market globally and we foresee a very encouraging trend with the kind of passionate fan following cricket has in the country. We are very positive about the prospects of our forthcoming games that will provide a rich fan experience to the LIVE sport with a packed cricket calendar. The popularity of cricket is because of its fans and our games will provide an opportunity for the sport to give value back to the fans.” 

About PlayUp 
Founded in 2007, PlayUp offers fun, entertaining social gaming and interactive experiences over mobile to sports fans across the globe during live sports broadcast. 

The mobile-based business model launched in India has the potential to change the economic model in LIVE sports entertainment where one billion cricket fans can now have the opportunity to challenge one another and put their cricket skill to the test. In Japan, PlayUp has kicked off against J-League. In the UK, the company covered EPL football. In the USA, PlayUp started with NHL hockey. PlayUp mobile platform and catalogue of games continues to roll out across sports globally. 

By pioneering vast new ground across the mobile, social gaming and sports broadcasting markets PlayUp is providing the world with a whole new field of opportunity to play on.