Mumbai: After successfully collaborating with short format video giants like TikTok and Snapchat, award-winning creative agency Stars N Stripes, has added another feather to its cap by partnering with Voot as its digital agency and tech solution experts. As a part of the mandate, the agency will create unique, creative, and interactive snackable content for their short video platform, Voot Shots. With their digital strategy and content approach, Stars N Stripes aims to strike a chord with the audiences by engaging and giving them an insight into Viacom 18’s exhilarating shows.
This new collaboration aims to increase the app’s monthly active users (MAUs) and daily active users (DAUs). The new tab on its app provides videos that are in the range of 40 to 120 seconds and are made from Viacom’s network content across channels.
Stars N Stripes creative head & co-founder Kunal Gavankar said, “We have been in the digital content space since our inception, but this association is different. The content on the platform has great potential to be a better redemption of itself as short format videos. We are excited to co-curate interesting content properties with Voot Shots.”
Since the launch of Voot Shots, Stars N Stripes has published close to 30,000 videos on Voot Shots resulting in over 100 million views and an average watch time of 60-120 seconds per video. Additionally, the platform has generated close to 50 million likes and shares across videos.
Talking about what differentiates Voot Shots from the rest of the short-format video platforms available in India, Kunal explains, “While Netflix has Fast Laughs and Discovery has Shorts, these are all short-form videos but they are all cut downs. With Voot Shots, we ensure that each video is sharable, trending, and likable for which we apply a great creative strategy to each video, turning it into something interesting and unique, and attention-grabbing rather than it being a regular cut-down of a show’s high points.”
While streaming platforms in India have not yet begun monetizing the SFV (short format videos) content, Stars N Stripes co-founder, and business officer Rahul Sheth, feels that the day is not far “Every single OTT platform is focusing on building a way where they can not only engage the audience by giving them a lot more than the long format content but also looking at it from a perspective of generating revenue by offering engaging SFV.”
“Bite-sized content is probably the best way to deliver the maximum impact in a short time. We at Stars N Stripes pioneered making short videos in collaboration with Viacom 18. The intent is to look at entertaining viewers who don’t want to watch an entire episode or a web series and want to consume snackable content in under 120 seconds,” concluded Rahul Sheth.
Mumbai: ABS-CBN continues to strengthen and expand its reach among international audiences through a strategic partnership with India’s OTT (over-the-top) market leader, MX Player.
The collaboration between ABS-CBN and MX Player is a first for both companies whose business operations extend across continents. ABS-CBN, a Philippine-based media and entertainment organisation, has been involved in content creation and production for nearly seven decades. The Company has international subsidiaries in the U.S., Canada, Middle East, Europe, Australia, Asia, and the Pacific Islands. Today, its content is available through cable/satellite, IPTV (video-on-demand set-top box), and iWantTFC (OTT).
MX Player, having bolstered its presence since its launch in 2019 with over a billion downloads, is now available as an OTT platform in the U.S., Canada, Australia, South America and parts of Asia. According to a press statement from MX Player, “MX Vdesi is a content category that is performing extremely well on our platform, and we strive to bring viewers compelling stories from around the world in an Indian language of their preference. We’re delighted to expand into a new international territory with the addition of these five Filipino titles and we believe the highly relevant and relatable narratives will strike a chord with Indian audiences.”
ABS-CBN, known for crossing borders through endeavours such as international co-productions, content adaptations, and multilingual distributions, deems the partnership a timely opportunity as the company expands its viewership to the international market. “In this partnership, ABS-CBN and MX Player are able to show to a wider range of audience the shared culture of Filipinos and Indians, and – more importantly – a true humanity through exceptional storytelling. Whether it’s about revenge or a love story, crime or action, family or society, viewers will surely find a story apt to their taste,” said ABS-CBN Global’s managing director for Asia Pacific region Maribel Hernaez.
MX Player users can now enjoy the following array of premium Filipino content dubbed in various Indian languages such as Hindi, Tamil, Marathi, Bengali, Kannada, and Malayalam on their desktop and laptop computers, tablets, mobile phones, smart TVs, internet-enabled devices and gaming consoles.
Mumbai: Bowled.io, a sports-based social gaming platform, announced that it had been selected as one of the first five studios to build and launch games on Ronin, an EVM blockchain specifically forged for gaming. Launched by Sky Mavis, the creator of Web3’s breakout title Axie Infinity which has generated over $1.3 billion in revenue, Ronin is the only blockchain proven to scale a single game to accommodate millions of daily active users and has processed over $ four billion in NFT volume. Building on Ronin will enable Bowled.io to have access to Sky Mavis’ battle-tested infrastructure and expand its audience and reach to global Web3 natives.
As a component of the partnership, every Bowled.io user will have the opportunity to access the Ronin wallet and marketplace, facilitating secure and efficient transactions for all users. Users of Bowled.io will be provided with the opportunity to participate in consensus and earn rewards for their efforts in supporting the network.
“Axie is a global digital nation where people come together to play, work, and make lifelong connections. Even though the gaming industry is expanding, the shelf life of even the most successful games is shrinking fast. At Bowled.io, we believe that sports have the power and appeal to attract and retain people across the globe. We are thrilled to be able to offer the Axie community a new gaming experience, while leveraging Ronin’s infrastructure,” commented Bowled.io co-founder Rahul Singh.
“Bowled.io’s highly talented team has a proven track record in the sports and gaming domains, working with brands like McKinsey, Disney, Star Sports, and Facebook. Bowled.io and Axie Infinity share a mutual 360-degree approach to community activation. We are excited to welcome the Bowled community, which is predominantly mobile-first, blockchain-friendly, and full of sports enthusiasts. We look forward to growing the Axie Universe together,” commented Sky Mavis head of business development Kathleen Osgood.
Bowled.io is on the cusp of an exciting new chapter, as it sets out to conquer the world of sports gaming beyond the realm of cricket. With plans to expand its offerings to basketball, soccer, tennis, and combat sports, the company is on track to become a major player in the industry. Fueling this ambitious vision is the recent infusion of $ three million in funding from a distinguished group of global investors and industry leaders. Additionally, the company has received a major vote of confidence from Harsha Bhogle, a respected cricket expert and strategic investor, further bolstering Bowled.io’s potential for growth and dominance in the sports gaming market.
Mumbai: Bengaluru-based live streaming and social gaming app, Eloelo has announced that it has clocked 20 million users on the platform, making it the fastest-growing live and social gaming app in the country. The company aims to cross 50 million users by 2023.
The App, which launched in October 2020, has quickly established itself as a distinctive player in the entertainment & gaming space by offering a diverse range of engaging features. From exciting live streams featuring popular creators and influencers to interactive gaming experiences with other users, Eloelo provides a platform for users to connect with like-minded individuals and make new friends.
The App, which claims to have grown over 500 percent annually, is available in over six languages, making it accessible to a broader audience in India. The platform’s success can be attributed to its diverse range of 19 live and game formats and abundance of talented creators streaming live on the App. “Eloelo has given me a platform to showcase my talent and engage with my fans,” said a content creator on the platform, “I have been able to connect with my audience in ways that I never thought were possible”.
‘Live’ is increasingly resonating with fans as it helps them build ‘real world’ relationships with their favourite creators. For creators, live engagement is becoming a way to get feedback and ideas on content, and reward their super fans. The live gaming feature on Eloelo has been a hit with users. “I can now play with people from all over the country, and it feels like we are in the same room”, said a user of the platform.
The company also collaborated with India’s top media houses and celebrities with the likes of Kartik Aryan for his movie Shehzada to Uorfi Javed coming live on the platform. However, when it comes to other aspirational creators, combining Livestreaming tools with Gaming & demand discovery seems to be the game changer for an app like Eloelo.
“Live Streaming is becoming the new social language & Eloelo has become a Live, Interactive TV for Bharat. The platform addresses a long-standing need for authentic interactions between creators and their audiences, which has been lacking in traditional social formats. Outside of top influencers who can monetize through traditional sources such as Instagram and YouTube, lies a mid-to-long tail of creators looking to engage with their fans. The number of such creators is estimated at 15 million as per recent reports. A way to unlock monetisation for these creators is to democratise access- which Eloelo is doing” said Eloelo founder Saurabh Pandey.
“In just 2.5 years, Eloelo has become a category creator in live entertainment. It is every vernacular creators’ favourite streaming platform to host games and talent shows.” said Waterbridge Ventures an investor Anjali Sosale, in Eloelo. “With industry-leading engagement time across India’s favourite live entertainment categories of Astro, Gaming and Talent shows, EloElo is set to reimagine live entertainment for a new generation of young Indians who purchase smartphones ahead of TVs and prefer on-demand, interactive and live mobile entertainment”.
Mumbai: Otaku is a Japanese word that refers to people who love and have a keen interest in anime, manga or relevant video games. These Otakus live and breathe anime. India too has a great fan following when it comes to anime, and the craze here is real. Over the past two decades many anime series have been translated in various Indian languages. However, some Otakus prefer the original voice overs in Japanese language, with subtitles. So if you are a seasoned Otaku, you would have seen all these top anime shows and wouldn’t mind a rewatch. If you are a beginner, let us introduce you to the best shows, that are short series as well as multi season long running shows.
Naruto
You would have to be living in a cave if you haven’t heard of this famous anime series. This Japanese manga series is the story of Naruto Uzumaki, who hopes to become the Hokage or the head of his village. The story is in two parts, dividing his life into childhood years and teen years. The show has won Best Female Vocal Performance in an anime television series and OVA in a supporting role for the BTVA Award in 2014. Currently, it is being distributed in India by KC Global Media via Animax on JioTV. Enjoy this one in original Japanese VO, with subtitles.
Death Note
This psychological thriller about the life of Light Yagami, a high school student is thrilling yet amusing. The student discovers a book with mysterious powers that can kill anyone whose name is written on it. Light starts writing the names of hardened criminals on it, eradicating wrong. This 37 episode show is a typical anime, and perfect for somebody who wants to begin watching anime. It is available on HULU.
One Punch Man
The show is currently streaming on Animax on JioTV in India with original Japanese VO. This show won the Sugoi Japan Award as well as the Spanish Manga Barcelona Award in 2017. It is the story of Saitama, who can defeat any villain on the face of the earth with just one punch. With time gets weary of these easy wins and yearns for better adventures in life. He teams with his protégé Genos to target monsters and other worldly creatures. Doused with humor, the action comedy series is a treat to watch.
Horimiya
This is a 13 episode romantic comedy which follows the life of Hori and Miyamaru. The series streaming on Prime Video is about these two classmates who initially seemed like people with different outlooks, but later realised that the two have much more in common. The rom com anime series has a slice of life stories and will be apt for those who are just beginning their anime love journey.
LUPIN the third
This historical anime show made its debut in 1967. It follows the life of Lupin III, grandson of thief Arsene Lupin and their gang. The show has had more than ten theatrical releases, six tv series and currently Part five is exclusively available on JioTV in India. The criminal gang is headson with law enforcement forces as well as rival criminals, and must finish the heist before either of them come to know of it. Full of adventure, and nostalgia factor, watch this one for old time’s sake and know about how anime started.
Blood of Zeus
This is an American adult fantasy action series made in anime style. Earlier known as Gods & Heroes, it chronicles the life of the illegitimate son of Zeus. The young man has a herculean task to save heaven and earth from the impact of vengeance of goddesses and their monstrous forces. Streaming on Netflix, watch the epic unfold.
Demon Slayer
Streaming on Netflix, it explores the tale of a family that is besieged by demons. There are only two survivors—Tanjiro and his sister Nezuko, who is transforming into a demon. Finally, Tanjiro decides to train as a demon slayer in order to heal his sister and get revenge on his family. While the tale is familiar in terms of characters, animation, and setting, this Shounen anime is not. This edge of the seat action series keeps you hooked till the end.
Taraqdora!
This 2008 anime is about Ryuuji Takasu, a high school student who develops a friendship with Taiga, a toughie who helps him evolve. This high school anime is apt for those who love this genre. With great characters and a powerful storyline, the storyline has its moments when you cannot hold yourself from getting awed by the cute protagonists. It is currently streaming on Netflix, and you can binge watch it.
Kuroko’s Basketball
This sports anime is the winner of Tokyo Anime Award 2013 for TV category and is currently streaming on Animax as well as Netflix. This story of an underdog high school basketball team has their eyes set on making their place in the national team. The protagonist, Tetsuya Kuroko is at loggerheads with the team of his former friends. He will leave no stone unturned to ensure that they reach their goal. This will be apt for beginners to get a sneak peek into sports anime, as there are many more.
InuYasha
Streaming on Amazon Prime Video, this manga is a shonen classic of the 90s. It is the story of fifteen-year-old Kagome Higurashi, who finds herself transported to Sengoku-era Japan where she meets a half-dog demon named Inuyasha. The two go on adventures across the countryside, and are on a mission to find the powerful Shikon Jewel. This action fantasy show handles the dark themes brilliantly, which is what made it so popular.
Sagrada Reset
It is currently streaming on Amazon Prime Video. Sagrada Reset is a supernatural-themed mystery tale set in Sagrada. Here, citizens are born with unique supernatural abilities. It follows the life journey of young Kei Asai, who meets Misora Haruki, who has the power to reset whatever is around her as far back as three days. Kei, who has a photographic memory, is the only one who can know. Find out where the two will go.
Mumbai: Hungama Digital Media, digital entertainment company, unveils the honourees of its initiative, Hungama Game Changers – 2023. The 50 professionals bestowed with the recognition as game changers hail from the industries of music, video, and gaming. By recognising and celebrating the remarkable achievements of these change-makers, Game Changers also serves as a powerful platform to showcase them as role models for aspiring young women. Through this initiative, Hungama Digital aims to remain committed to igniting a chain of inspiration for the next generation of women to challenge the status quo and pursue their dreams without limitations.
The achievers for 2023 were chosen by a multi-faceted advisory panel through several rounds of selection. The panel included Discovery Communications India MD Megha Tata, Google Play ex business head Kanan Rai, Hindi Film producer Ashvini Yardi, music director Merlin D’souza, Poet, Journalist and Music curator, Arranger, Composer Nirmika Singh, Hungama Digital Media VP Raunaq Roy, Preeta Sukhtankar – Founder, The Label Life, Soumini Sridhara Paul – Sr Vice President, Hungama Digital Media and Director of Design, Zynga Poornima Seetharaman.
Speaking on the winners Hungama Digital Media founder and MD Neeraj Roy said, “As we celebrate the achievement of these 50 exceptional women who have shattered the glass ceilings and inspired a generation, let’s remember that progress for women means progress for all of us. Their incredible achievement in the entertainment industry, from music to gaming, are paving the way for future generations of women to follow in their footsteps. With their creativity, passion, and drive, they are proving that there are no limits to what women can accomplish. To all the 50 extraordinary women, congratulations on your well-deserved recognition and I wish you continued success and more power!”
Megha Tata said, “It was an absolute pleasure to be part of the jury for Hungama Women Game Changers 2023 and witness the exceptional achievements of these remarkable women. Their relentless pursuit of success is truly inspiring and serves as a shining example of the tremendous potential that women possess. As we celebrate their accomplishments, let us also recognize the obstacles they have overcome and the barriers they continue to break. Together, let’s continue to empower and support women in their pursuit of excellence.”
Adding on, Poornima Seetharaman shared, “By recognizing and honouring women for their excellence, we are creating a culture of inclusivity and diversity, where talent and hard work are the only parameters for success. I am proud to be on the advisory panel of the Hungama Women Game Changers, an initiative that recognizes these empowering women who overcome challenges and unleash their full potential. Let us continue to support and encourage more women to make a mark in their respective fields and create a brighter future for all.”
Hungama, recently launched the first season of a podcast series with the ‘Women Game Changers 2022’, a deep dive into their success stories. Stay tuned for Season 2, with more empowering stories that will inspire, motivate, and showcase the limitless potential of women.
Mumbai: Celebrated for its pioneering content in the true crime genre, discovery+, in collaboration with Times Chronicle, the content studio from Times Network that produces originals, real and gripping stories has announced ‘Love Kills: Shabnam aur Saleem Amroha Hatyakand,’ a continuation of the riveting Love Kills saga. Releasing on 6 April 2023, this gruesome story will leave you on the edge of your seat.
On a quiet summer night in 2008, the village of Bawankheri in the Amroha district woke up to the deafening screams of a young girl crying for help. Her entire family was dead. People who rushed to Shabnam’s aid were left aghast to witness the gory image. The nine-acre house, once booming with the chitter-chatter of eight individuals, seven of them had been mercilessly hacked to death. Fresh blood splattered across the walls, rooms left desolate and seven corpses lying where the genteel Ali family were meant to rest in a peaceful slumber.
The ghastly death of a modest, suburban Indian family left Amroha and the entire nation petrified. As media attention and investigative officers began to pour in, a startling truth was unravelled. The young girl crying for help had committed familicide by getting them axed in conspiracy with her lover. Shabnam Ali and Saleem were star-crossed lovers. Shabnam held a double MA in English and Geography and taught at a primary school, while Saleem was a class six dropout working at a wood sawing unit struggling to make ends meet. Shabnam was from a highly regarded Saifi Muslim family, while Saleem was a Pathan. The story took a dire turn when the duo murdered Shabnam’s entire family – including her 11-month-old nephew – in cold blood, so they could be together without objection. Today, they stand on the death row for the crime. When Shabnam is executed, she will be the first woman in independent India to be hanged for a crime.
discovery+, the definitive non-fiction, real-life streaming platform, is looked upon by audiences for its stellar slate of unconventional docuseries spanning across genres. From showcasing detailed investigations to exposing undiscovered facts, the shows on the platform acquaint viewers with surrounding incidents of true crime.
“After an exceptional response from our audience to the first season, we are back to enthral true crime fanatics with season two of Love kills. Inspired by the fandom, discovery+ pushes the envelope within the space and brings to light India’s most riveting cases. ‘Shabnam aur Saleem Amroha Hatyakand’ is another crime story that shook the entire nation to its core. discovery+ is championing content that expands its true crime portfolio and brings the genre to the forefront,” said Warner Bros. Discovery head of factual and lifestyle cluster- South Asia Sai Abishek.
Love Kills: Shabnam aur Saleem Amroha Hatyakand from Times Chronicle will premiere on discovery+ India on 6th April 2023 and is available to stream in Hindi, Tamil, Telugu, English, Bengali, Kannada, and Malayalam.
Mumbai: Prime Video’s upcoming global spy series, Citadel, journeyed to Mumbai for the epic Asia Pacific premiere. Ahead of the grand evening, the lead cast of the series, Richard Madden, and Priyanka Chopra Jonas sat down for a chat and revealed what went into making this spy franchise. Created by Amazon Studios and Russo Brothers’ AGBO, with David Weil serving as showrunner and executive producer, Citadel will premiere exclusively on Prime Video, with two episodes dropping on 28 April, and one episode rolling out weekly through 26 May.
““We are excited to open the first window to the great universe of Citadel, and thrilled that we get to host the Asia Pacific premiere in Mumbai,” said Prime Video VP Asia Pacific Gaurav Gandhi. “Citadel is the beginning of a new, ambitious, landmark franchise—one built on a completely original IP—with interconnected stories that traverse the globe. This is an amazing way to create a really diverse global community of storytellers, and make entertainment truly borderless. The popularity of the genre, the novelty of the concept and the magic of the Russo Brothers, David Weil, Priyanka Chopra Jonas, Richard Madden, and everyone else involved with Citadel, gives us confidence that audiences will love this truly global series.”
“Over 75 per cent of Prime Video India’s customers watch international shows and movies in English or local languages on the service. With localisation in Indian languages, over 25 per cent of the total viewing time of international shows and movies is now in local languages. Keeping that in mind, we’ll be releasing Citadel not just in English and Hindi, but also in Tamil, Telugu, Kannada, and Malayalam,” said Sushant Sreeram, country director, Prime Video India country director Sushant Sreeram. He added, “With Citadel, we are building an interconnected universe that takes borderless entertainment up a notch. Each Citadel series is locally created, produced, and filmed in-region, and stars top talent, forming a distinct global franchise. We are thrilled to be a part of the global Citadel universe and build this franchise together with an Indian instalment that is currently in production. I am certain that our customers in India will appreciate the scale and ambition that we are trying to bring to storytelling through Citadel.”
Jonas who plays Nadia Sinh said, “When Jennifer Salke, who is the head of Amazon Studios, presented Citadel to me, she wanted to create an international, global franchise – an original IP that truly connects the world. Amazon strongly believes in diversity; and true diversity is represented internationally, not just by having different skin tones, but also by hearing the way people speak, actually delving into the culture. And this show has incredible ability to span across every country and continent. So, I didn’t even know the story and I said yep, doing it.”
Madden who plays Mason Kane shared, “Citadel has been incredibly physically demanding. But I think that’s what really is dreamy. It’s not simply a gun show or a fight sequence. This is how these two characters interact physically, and how they dance together. We learn in each action sequence a little more about the two of them. Just like in the drama scenes, the stakes are so high because of the adrenaline of what’s going on. The show just works both in the drama and action sequences.”
Citadel is executive produced by the Russo Brothers’ AGBO and showrunner David Weil. Alongside Priyanka Chopra Jonas and Richard Madden, the six episode series features Stanley Tucci and Lesley Manville in pivotal roles. This thrilling spy series, that takes viewers around the world, will premiere exclusively on Prime Video starting 28 April with two episodes and then one episode rolling out weekly through 26 May. The global series will stream across 240 countries and territories in English, Hindi, Tamil, Telugu, Kannada, Malayalam, and other international languages.
Mumbai: The e-gaming industry is growing at a rapid pace, as per a report published by Dentsu last year, it pegged the industry at $2.2 million and with a CAGR of 38 per cent. There is a negative perception regarding e-gaming promoting gambling. To counter this the federation launched its new campaign.
Indiantelevision.com spoke to Poonam Kaul – Evangelist – Responsible Gaming, E- Gaming Federation, on the growth of the industry and what was the strategy behind launching this campaign, “Asli Gamer”.
E-Gaming Federation (EGF), an organization representing top online skill gaming operators in India, launched the ‘Asli Gamer’ campaign to promote responsible gaming practices among players. Reiterating EGF’s commitment to player protection and responsible play, the thought-provoking campaign outlines the promising standards of responsible gaming aiming to educate players and protect them from any adverse consequences of online gaming.
The campaign features rapper, and hip-hop artist Naezy along with ace Indian cricketer Shubman Gill, the contemporary rap song of the campaign urges players to respect the game, play for fun, maintain balance, set a limit, and self-exclude when going overboard. Encouraging players to ‘Become Asli Gamer’, the campaign will reach out to the Indian gaming community and inspire them to take self-assessments and adopt healthy gaming practices. After completing the self-assessment players will also get an ‘Asli Gamer’ badge. Follow the link to watch ‘Asli Gamer’ rap song.
On the gaming industry which is growing at a rapid pace and is valued at $2.2 million with a CAGR of 38 per cent. How is the industry going to pan out in the coming years?
The online gaming industry has witnessed immense growth over the past few years, and this growth will increase rapidly even more in the years to come. The sector is poised to reach approximately $5 billion by 2025 and the number of gamers in the country is supposed to expand from 420 million to 500 million by 2025. Online gaming is already one of the fast-rising forms of entertainment in the country. With the emergence of advanced new-age technologies, mobile-first phenomenon, younger demographics, deeper internet penetration, affordable smartphones, and increasing disposable income, the future looks brighter.
On 22-25 per cent of the population which is on gaming platforms. It’s not only GenZ but all age groups playing games on their mobiles, what is keeping them hooked?
Multiplayer gaming, live streaming, and real-time gaming blending realistic gameplay components with exciting visuals, and immersive storylines appeal to a wider range of consumers. The availability of a variety of high-end games and content specifically targeted at Indian gamers further contributes to the rising popularity and wider acceptance of online gaming. Moreover, a huge number of people are turning to online games for entertainment and leisure. It is a relaxing experience in the busy modern life, offering stress relief and engaging experiences.
On the sector which is also heavily funded, in Q1 – 2022 there was an investment of 500 Mn$. What makes this sector attractive to investors?
Given the immense growth potential, the online gaming sector remains high on the target list of investors. Increasing technological advancements including AI, VR/AR, Blockchain, emerging gaming platforms, growing demand for more immersive entertainment, rapidly advancing digital infrastructure, higher internet penetration, and affordable smartphones are prompting investors to make significant investments in the sector. Moreover, regulatory clarity will make online gaming a lucrative destination for investors.
Recently, the government has shared draft rules for the online gaming sector and we believe that legal recognition will bring much-needed stability to the sunrise sector while creating a sustainable operating environment that will attract greater investment and boost investor confidence.
On the challenges the gaming industry faces when it comes to safety and responsibility and what are the initiatives being taken?
We have always emphasized the importance of engaging in responsible gaming and building a culture that embraces fair and transparent play. While there are select concerns about vulnerable players exceeding limits resulting in irresponsible gaming behaviour, it is crucial to educate them and emphasize the importance of gaming responsibly.
We believe the proposed revisions to the IT (Intermediary Rules and Digital Media Ethics Code) Rules, 2021 regarding the online gaming industry are a step in the right direction. This will eventually help the government establish a regulated and sustainable industry while promoting responsible gaming.
Moreover, at E-Gaming Federation (EGF), we have created a self-regulatory framework in the form of a code of conduct to provide a safe user experience. Our flagship ‘Responsible Play’ involves meeting requirements that ensure assisting vulnerable players, protecting player data, ensuring secure payments, and maintaining responsible marketing that complies with EGF’s code of conduct.
On E-Gaming Federation launching its new campaign, ‘Asli Gamer’. What is the underlined messaging of the campaign?
The 360-degree campaign is our proactive approach to empower and enable players with the knowledge and tools to instil responsible gaming behaviour. The initiative talks to players across platforms in their language through rap and urges them to adopt responsible gaming principles in a colloquial tone while bringing purpose and intent together.
Featuring Indian cricketer Shubman Gill and rapper Naezy, the campaign inspires and motivates players to ‘Become Asli Gamer’. While at one level, influencers helped in creating a buzz with the #AsliGamerChallenge, the macro and micro-influencers created groundswell and buzz. In addition, we had specific creative interventions with the gaming community and nudged them to adopt healthy gaming practices. The Asli gamer website was equipped with resources and tools like self-assessment tests that help you identify your current gaming behaviour and steps needed to improve, if at all.
On Shubman Gill and Naezy selected to deliver this message to the gamers?
Online gaming is a huge draw for millennials and generation Z. To interact with the younger audience in a language they speak and understand, we wanted an ambassador who can connect with the burgeoning community of Indian gamers and communicate our ‘Asli Gamer’ proposition. Shubman Gill, India’s youngest T20 centurion has been displaying spectacular prowess in the game while staying true to the spirit of the game with exemplary discipline, passion and commitment. Shubman is the true embodiment of an Asli Gamer.
To make this narrative even more strong, we had Naezy, the rapper and hip-hop artist who already has professional affiliations within their industries. Their talent and widespread appeal to GenZ made them stand out as advocates and ambassadors of behaviour change. Both are self-made champions excelling in their respective fields and embody a high level of professionalism.
On the negativity associated with gaming regarding the monies etc. How will this campaign address this issue?
The first step in practicing responsible gaming is to offer players a reliable, secure, and safe gaming environment. But the issue only appears when a player exceeds the limits of moderation. It’s critical to understand that, in the end, responsible gaming also depends on the player and their approach to the game. Responsible gaming is up to each player, just like other self-care rules like “Drive Responsibly,” “Conscious consumption,” etc.
Through our campaign, we urge the players to respect the game, play for fun, maintain balance, set a limit, and self-exclude when going overboard. Reiterating EGF’s commitment to player protection and responsible play, the campaign intends to protect players and encourage healthy gaming habits and responsible gaming behaviour.
On the guidelines by GOI for the industry. Is it the right move to bring in regulations for games where money is involved?
We believe the government’s light-touch approach to regulating the online gaming sector is a fantastic step in the right direction. The draft rules not only legalize the status of online gaming in India but also provide a mechanism to streamline their governance and processes. The legal recognition will bring much-needed stability to the sunrise sector while creating a sustainable operating environment for legitimate gaming operators. These rules would go a long way in ensuring the requisite protection for consumers, bringing transparency, attracting greater investment, boosting investor confidence, and generating employment opportunities.
On the marketing initiatives behind this campaign, will it be 360* or just digital campaign?
‘Asli Gamer’ is a 360-degree digital campaign leveraging the creator economy both within mainstream content as well as the gaming community. While the Rap video was the starting point of the narrative, we created an AsliGamerChallenge to drive conversations in the mainstream by leading 200+ leading content creators. We activated the entire pyramid of premium, macro and micro content creators to drive this narrative and help drive traffic to our website. The website has content around responsible gaming and urges players to pledge and become Asli Gamers besides downloading the Asli Gamer badge for sharing on social media. We have had more than 120,000 players take a pledge to become Asli Gamers and 76 per cent of them have downloaded the badge as well.
In addition, we activated the gaming community – again in a similar manner – with premium, macro and micro gamers creating content and having shout outs to their communities. 250 gamers were live streaming Asli Gamer content and messaging for 20 days amongst their communities and fan base.
The E-Gaming Federation (EGF) is a not-for-profit organization, founded under the Societies Regulation Act to protect consumer interest and self-regulate the Indian e-gaming sector. By developing a standard framework and operational guidelines based on the principles of safe, transparent, fair, and responsible gaming, EGF endeavours to build a unified voice shaping a favourable policy environment for regulated online gaming. Being at the forefront, the Federation works with key industry stakeholders, policymakers, and think tanks to create a robust environment for online gaming in India while encouraging global best practices that support sustained growth of the industry.
Through focused market research, events, and other industry initiatives, EGF aspires to prescribe and promote the accreditation of standard rules and practices to strengthen the online gaming sector in India. With an objective to bring a positive change in perception regarding the e-gaming industry, EGF endorses ‘Responsible Play’ to protect players by allowing them to minimize or stop indulging in gameplay beyond their means or for excessive periods.
Mumbai: Rario, a digital collectibles platform for cricket fans, has unveiled its highly anticipated mobile app. The platform has also onboarded over 150 exclusive players as brand ambassadors, which includes Sachin Tendulkar, Faf Du Plessis, Kane Williamson, David Warner, Pat Cummins, Ajinkya Rahane, Rishabh Pant, Rashid Khan, Virender Sehwag, KL Rahul, and Smriti Mandhana. Furthermore, Rario has established partnerships with cricket boards, leagues, and IPL teams, giving them a roster to over 1500 cricketers.
Rario’s new mobile app provides a seamless and personalized experience for its users. The app offers improved search, buy-and-sell functionality, integrated gameplay features as well as customized alerts and a personalized interface. The app also includes D3, a free-to-play cricket strategy game that offers exciting rewards. Rario’s blockchain technology ensures that all digital cards have a tamper-proof record of ownership and transaction history, providing users with peace of mind and increased security.
Rario CEO & co-founder Ankit Wadhwa, expressed excitement at the new product launch and stated, “We are a fan-first company, endlessly striving to transform the landscape of cricket fandom, through digital sports memorabilia and curated fan experiences. With the latest edition of the IPL, we’ve incorporated new features to make the experience safe and enjoyable.”
Rario’s lineup of players and its mobile app make it the go-to destination for cricket fans around the world. The platform has partnerships with some of the biggest cricket boards, leagues, and teams worldwide, including Cricket Australia, New Zealand Cricket, Zimbabwe Cricket Board, Afghanistan Cricket Board, Punjab Kings, and Gujarat Titans, as well as cricket leagues such as Big Bash League, Women’s Big Bash League, Super Smash, Hero Caribbean Premier League, Lanka Premier League, Abu Dhabi T10 League, and Legends League Cricket.
