Online gaming thrives on innovations

The Indian online gaming space is rapidly evolving. Not only are big names like Reliance Communications (RCom) and Bharti Airtel getting associated with the online gaming arena but content and service providers are also experimenting with new forms of revenue generation like in-game advertising, mobile banners, ad streaming and ad sevicing engines that allow for interactive banner displays.

Mobile and gaming company Mobile2Win, for instance, is launching a gaming platform wherein brands can take banner positions or opt for in-game advertising, branding built into the game, similar to in-film advertising. The company has 300 games across 7-8 categories. "In the next 4-6 weeks, we will roll out a platform with 50 games across 4 categories to increase the overall pool of advertisers," said Rajiv Hiranandani, co-founder and country manager of Mobile2Win, which has made five advergames for brands like Dominos and ThumsUp. With this platform, Hiranandani is confident of reaching to the small and medium advertisers as well as to marketers of local brands in rural markets.

The examples abound. Content and service provider Anil Dhirubhai Ambani Group (ADAG) company RCom recently launched its Ad Serving Engine -- a new service to enhance the interactivity of its Reliance Mobile World (RMW). Service providers like Tata Indicom, Bharti Airtel and Rcom already have mobile ad streaming capabilities. However, the Ad Servicing Engine allows for animated banners with interactive capabilities to be displayed at the RMW showrooms. On clicking the banner, they can participate in the contest or play a branded game.

"It is one more weapon that the company has added to its portfolio for brands to use and engage their customers," explained a Reliance spokesperson. The company has already found takers in Fair & Lovely and Coke using the service. "We will introduce more innovations to grow the market and attract advertisers," he added.

The line of sight is clear. "Today a presence on the internet platform is a necessity and brands are looking at ramping up their presence on other non traditional mediums like mobile advertising and gaming. Also these new mediums present more accountability and measurability than cinema," says Vinit Karnik, national director, entertainment, Broadmind, media buying network company Group M's non traditional specialist company. Broadmind is launching a measurement matrix by the end of the year which will lend the upcoming new medium more credibility as they currently lack measurability and scalability.

The growth story can be seen from the fact that till two years ago there was not a single branded game present in the country. And now, "There are atleast 12-15 branded games that have flooded the market in the last 12-18 months," notes Hiranandani. However, this is just the beginning.