Turner, Zapak tie up to expand Cartoon Network's online games in India

Turner International India today announced an exclusive partnership with Zapak Digital Entertainment to market and distribute Cartoon Network’s most popular Multiplayer Online Games (MOGs), including the launch of Ben 10 Omniverse: Rise of the Heroes (www.ben10.net) and a brand new version of the hugely popular game, Toon Football (www.toonfootball.com).

As part of this partnership, Turner will leverage Zapak’s strong promotional channels to expand the reach of Cartoon Network’s online gaming experience nationwide. Zapak, India’s largest gaming company, will also support the launch of CN Coins game cards, the first ever toon currency designed for the youth gaming space in India. CN Coins will be available at more than 100 Zapak’s gaming café networks – Zapak Gameplex along with 500 other private cafes across 35 cities in the country for consumers to access and enjoy these games.

Turner’s foray into social gaming coincides with an increasing appetite for fun and interactive online games in India, with the industry experiencing 89% year on year growth in 2010. In Cartoon Network’s kids’ lifestyle survey, New Generations™, results showed that 34% of kids aged 7-14 who surf the net list playing multi-player online games as their favourite activity followed by 19% who listed individual online gaming as their favourite online activity.

Benjamin Grubbs, Executive Director for Turner Entertainment Interactive Media and General Manager, TurnOut Ventures Limited, said, “India is a priority market for us so our partnership is a win-win for both Turner and Zapak. The alliance expands the distribution of Cartoon Network games and associated payment options as it leverages Zapak’s enviable network of promotional channels. We’re already enjoying some of the highest game-plays and web traffic in the region coming from India so we look forward to welcoming even more players to our sites.”

As the exclusive marketing and distribution partner for these Cartoon Network’s games, Zapak will provide significant ongoing support to Ben 10 Omniverse: Rise of the Heroes and Toon Football via promotional activities, gaming tournaments and customized retail promotions across Zapak Gameplexes and the private cafes across 35 cities. Zapak will promote the two games heavily on Zapak.com. In addition, Zapak will also act as a premium payment partner integrating the games into payment channels including credit and debit cards and electronic coupon purchase in Zapak gameplexes.

Commenting on this partnership, Rohit Sharma, CEO, Digital Business, Reliance Big Entertainment said, “The kids aged 15 and below contribute to over 20% of traffic on Zapak.com. They serve as one of the stickiest users on the site. Ben 10 is an extremely popular Cartoon Network toon star amongst kids in India while Sports has always been one of the most popular genres of gaming. Hence this partnership with Turner for Ben 10 Omniverse: Rise of the Heroes and Toon Football is to offer the very best to our growing kids segment. With the launch of the first time ever Toon currency - CN Coins game cards, we believe that it will give the smart kids in India a chance to manage their transactions wisely.”