Category: iWorld

Games24x7 welcomes Rinku Singh and Yashasvi Jaiswal to My11Circle family

Mumbai: Games24x7, India’s most user-centric, scientific, and innovative online skill-gaming platform, onboards cricket prodigies Rinku Singh and Yashasvi Jaiswal as new brand ambassadors for My11Circle, a leading fantasy sports platform. The dynamic duo will join My11Circle’s family of sporting talent ahead of the upcoming cricket season and will be featured in the platform’s major brand campaigns. With the emerging talent’s significant fan following, My11Circle hopes to strike a chord with both longtime enthusiasts and fresh fans of the sport, offering patrons the chance to witness their beloved players featured prominently in the platform’s campaigns.

Rinku Singh, renowned for his powerful hitting and ability to turn the game in a matter of overs, and Yashasvi Jaiswal, known for his elegant stroke play and remarkable consistency, bring a unique blend of talent and charisma to My11Circle’s ambassador roster. With an expanded family of cricketing sensations like Saurav Ganguly, Shubman Gill, Arshdeep Singh, Mohammed Siraj, Ruturaj Gaikwad, alongside recent additions Rinku Singh and Yashasvi Jaiswal, My11Circle stands ready to captivate cricket fans nationwide.

Commenting on the collaboration, Games24x7 COO Saroj Panigrahi said, “We are excited to extend a warm welcome to Rinku Singh and Yashasvi Jaiswal, the newest members of our My11Circle family. Their addition not only brings immense talent but also a shared passion for cricket that resonates deeply with fans across the nation. Beyond their remarkable on-field performances, it’s their ability to forge connections with fans that truly sets them apart. This partnership reflects our steadfast commitment to fostering a community where fans can immerse themselves in the game they love, blending skill with sheer excitement. Together, we’re creating an inclusive platform that celebrates the spirit of cricket and brings fans closer to the heart of the action.”

Rinku Singh, known for his explosive batting and remarkable performances, expressed his excitement about the partnership, saying, “Joining hands with My11Circle and becoming part of their star-studded ambassador line-up is a fantastic opportunity. The platform resonates with the passion and energy of cricket fans, providing them with a unique and immersive gaming experience. I am looking forward to being part of My11Circle’s journey in bringing fans closer to the sport they love.”

Yashasvi Jaiswal, a rising star in Indian cricket known for his impressive skills, also shared his excitement about the collaboration. He said, “Fantasy sports have added a new dimension to the game, engaging passionate followers of the sport, and I am thrilled to be a part of My11Circle’s journey. As a cricketer, I understand the importance of strategy and skill, and My11Circle offers unique experiences for players with different playing styles creating the perfect space for gamers to leverage their personal strengths. I look forward to collaborating with the brand to create memorable experiences for cricket enthusiasts across the country.”

As cricket fans across the nation gear up for an action-packed cricket season, they can expect a host of exciting contests, engaging content, and exclusive opportunities to showcase their knowledge and skills on My11Circle, providing them with an unparalleled gaming experience where every match offers an opportunity to engage, entertain, and win big.

March 16, 2024
Niharika Bhasin & Vidya Balan team up for “Bhool Bhulaiyaa 3”

Mumbai: Renowned and award-winning costume designer Niharika Bhasin have teamed up with Bollywood icon Vidya Balan & has been announced as the costume designer for the third edition of the highly anticipated franchise “Bhool Bhulaiyaa 3”.

As a recipient of the prestigious National Award for Costume Design, Niharika brings unparalleled expertise and a unique artistic vision to every project she has been associated with. Some of the most notable among her repertoire have been Rock On, Band Bajaa Baraat, Delhi Belly, Fitoor, Fan, Bombay Velvet, and many others, including the most recent Mast Mein Rehne Ka where she defined the looks for diverse characters, carving a distinct space for each. Niharika’s unique flavour and vision have birthed looks that everyone loves to reminisce about and take inspiration from even years later.

Her ability to weave together elements of culture, character and narrative has cemented her reputation as one of the leading visionaries in the world of costume design, and given the memorable characters in the film “Bhool Bhulaiyaa 3”, the outcome is going to be one more defining film under her belt.

Having already worked together on hit films like Dirty Picture, Shakuntala Devi and now Bhool Bhulaiyaa 3, teaming up again with the talented Bollywood actress Vidya Balan adds an extra layer of anticipation to this collaboration.

Niharika further added, “This project has been an absolute joyride! The ability of costumes to tell a story is so powerful and getting to do what I love with some of the most incredibly talented stars in the industry will be one of my career high points!”

As anticipation mounts for the release of “Bhool Bhulaiyaa 3”, audiences can look forward to witnessing the magic that unfolds when exceptional talent converges on the big screen. Stay tuned for more updates as production progresses.

March 16, 2024
Unleashing the power of influencer marketing

Mumbai: In recent years, the burgeoning influencer industry has revolutionised the way brands engage influencers to promote their products or services. Nevertheless, amidst the ever-evolving marketing technology landscape, cultivating authentic connections with consumers has posed a significant challenge for retailers. Savvy organisations have transitioned to these tactics to reach their intended demographics, resulting in expanded brand outreach, increased relevance, enhanced credibility, and overall sales growth.

With the surge in digital consumption worldwide and the expansion of social media, establishing a commanding online presence has become imperative for brands. The last few years have seen how adoption of new marketing and advertising methods has become critical. Consequently, influencers have now become an integral component of brand marketing strategies. The Influencer Marketing Benchmark Report 2023 states that the global influencer marketing market has doubled since 2019, reaching an unprecedented $21.1 billion.

Traditionally, Instagram has served as the primary platform for influencer marketing. However, as the landscape continues to evolve, brands are diversifying their marketing endeavors. YouTube, Instagram, Twitter, Snapchat, LinkedIn, and others are gaining prominence as platforms to connect with audiences. This underscores the necessity for brands to have an in-depth understanding of the unique platforms and the diverse audiences they attract to cultivate lasting loyalty.

The Influencer Marketing Benchmark Report 2023

It is now indisputable that social media influencers have become an indispensable facet of digital marketing. Brands of all sizes across the industries, require a robust presence on social media, a goal readily attainable with the aid of influencers. The surging consumption of content on social media has further underscored the significance of influencer marketing.

Initially, brands primarily sought influencer collaboration to boost sales, and while this remains a central objective, there are numerous other valuable contributions that influencers can make. Contrary to popular belief, influencer marketing has transcended being solely about partnering with influencers boasting high follower counts. This strategy has evolved into a multifaceted approach, where the effectiveness of the campaign hinges on various elements.

When discussing the platforms favored by influencers, there are many options, but the one that stands out the most is Instagram. Over an extended period, Instagram has held the top spot as the go-to platform for influencer marketing. However, as the marketing landscape continues to evolve, brands are exploring diverse avenues to enhance their strategies. Platforms such as YouTube, Twitter, Snapchat, LinkedIn, and others are swiftly gaining prominence as channels to connect with their desired audiences. This transition underscores the significance of brands gaining in-depth insights into the distinctive attributes of each platform and the particular demographics they attract, all of which are crucial for cultivating brand loyalty.

In 2023, the influencer industry’s growth prompted ASCI to introduce sector-specific guidelines for health, fitness, medical, and finance influencers. These guidelines require influencers to use disclosure labels for transparency in advertising, reflecting the industry’s increased credibility. Medical, health, fitness, and finance experts are also encouraged to disclose their qualifications when providing advice, endorsing products, or making health-related claims, given their potential impact on consumers. The Department of Consumer Affairs will closely monitor compliance, with violations subject to penalties under the Consumer Protection Act of 2019 and other legal requirements.

From choosing the most suitable social media influencers to executing strategies proficiently, every aspect plays a pivotal role in the domain of influencer marketing. This field has grown more complex due to shifts in audience behaviour, transformations in influencer approaches, and the evolution of content planning and presentation. It’s crucial to explore why brands require social media influencers and the potential methods by which they can elevate brand recognition and visibility. Below, we outline the ways brands are expanding their reach to engage with their target audience and thereby amplify their brand equity.

●   Influencers Understand Their Audience: Whether they are Instagram influencers or prominent figures on Facebook, what sets them apart is their deep understanding of their audience’s preferences. This valuable insight grants brands a unique advantage in connecting with their consumer base. Influencers are adept at crafting content that resonates with their followers, establishing themselves as powerful social media figures. Brands can harness this expertise to effectively convey their messages to their target audience.

●   Mastering the Art of Storytelling and Conversation: Influencers possess the skill to employ storytelling in their content, weaving compelling narratives around brand products. This approach is far less intrusive and more personal than traditional advertising methods, allowing influencers to create relatable stories. Moreover, influencers can initiate conversations about the brand through diverse content strategies, which can prove to be advantageous in multiple ways.

●   Exploring New Audience Avenues: On occasion, influencer campaigns gain unexpected momentum, attracting an audience that may not have been the primary target. Influencers have diverse follower bases, and collaborating with them can significantly expand your audience reach.

●   Harnessing the Rewards of Sustained Collaborations: Establishing consistent partnerships strengthens the bond between the influencer and the brand, fostering increased consumer trust and substantial advantages. This synergy translates into more effective marketing endeavors. Brands excel in cultivating long-term partnerships when they have a firm grasp of their targeted consumer preferences, allowing them to tailor their strategies accordingly.

●   Enhancing Brand Credibility: Many brands are setting their sights on millennials and Gen Z due to their considerable purchasing power. Given that these generations are primarily active on social media, collaborating with social media influencers has become imperative. Traditional advertising often falls short in terms of credibility and authenticity when connecting with these cohorts. Brand influencers, on the other hand, can instill a stronger sense of credibility as their audience places trust in what they share on their social media platforms. Their capability to engage in meaningful dialogues injects depth and authenticity into brand communications.

●   Shaping Brand Identity and Perception: Each brand possesses its unique identity, and influencers play a pivotal role in conveying this identity to the audience. Moreover, brands can strategically partner with influencers to mold brand perception. Through creative and engaging content strategies, influencers can render a brand more appealing. From expanding the target audience to making the brand more relatable, social media influencers have the potential to bring about various positive transformations.

●   Driving Sales: Effective influencer campaigns possess the power to boost sales significantly, elevate conversion rates, and achieve the desired return on investment (ROI). Furthermore, the utilization of analytical tools aids in the assessment of the impact of influencer collaborations. Furthermore, monitoring engagement, conversion, and reach metrics provides insights to refine influencer strategies.

In conclusion, the collaboration between brands and influencers has become a game-changer in the world of marketing. It offers a dynamic and authentic way for brands, across the industries to connect with their consumers. Utilizing the narrative prowess of influencers, precise targeting, and a dedication to authenticity, brands can cultivate enduring relationships with their audiences in an age where authentic connections hold more value than ever before.

The author of this article is Cantabil Retail India Ltd. director Deepak Bansal.

March 16, 2024
OML expands global presence with 500 plus shows in 60 cities

Mumbai: Representing a roster of more than 93 comedians, creators, writers, actors and other artists, OML’s artists management business at the Mumbai-headquartered media and entertainment company has announced an amplified international touring schedule for 2024. The company continues to spearhead its global expansion collaborating with an expansive network of over 1,800 creators spanning 24 countries. Since 2002, OML has transformed the Indian live-touring ecosystem, following and have taken their expansive roster to international territories. As leaders in the global touring circuit, OML is now committed to working with a diverse set of comedians and other performing artists to facilitate their international tours.

Only Much Louder CEO Gunjan Arya said, ” We have been very lucky to be repping hardworking and ambitious talent which has allowed us to take risks and scale up while enabling us to have front-row seats in expanding the global footprint of the Indian comedy ecosystem, by OML partnering with promoters across 60+ cities and programming over 500 shows, just this year. We are very grateful for the overwhelming response and support we’ve received. Our commitment to spotlighting diverse talent on international platforms remains steadfast.”

The upcoming 2024 international schedule features more than 20 OML-repped comedians going on international tours. After conquering Royal Albert Hall, Zakir Khan sets his eyes on North America with more than 20,000 tickets sold so far and a sold-out performance at Madison Square Garden in March. Abishek Kumar and Nirmal Pillai also take their crowd work show to North America later in August and September. Prashasti Singh heads to Europe performing in Munich, Amsterdam, London, Dublin, Stockholm and Paris in March. On the other hand, Anirban Dasgupta and Urooj Ashfaq, hot off their recent runs at Soho Theatre in London, making their way to the Melbourne International Comedy Festival where they are taking their solo shows for month-long runs, followed by the Edinburgh Festival Fringe. Azeem Banatwalla too will have a month-long run at the Melbourne International Comedy Festival. Rahul Subramanian heads to the Middle East for a series of shows before going to Australia where Biswa Kalyan Rath too takes his show on the road.

Comedian Prashasti Singh said, “I have always wanted to perform to a wider audience across the world. The idea of doing it is both exciting and nerve-wracking! OML has helped me plan and execute live shows outside India and now I’m thrilled to take my show on the road to Europe for the first time. Looking forward to now being a part of International Festivals too”.

In 2024’s touring schedule, OML has collaborated with a diversified portfolio of Indian as well as international promoters. Furthermore, they have partnered with the world’s three biggest comedy festivals – the Melbourne International Comedy Festival 2024; Just For Laughs; and the Edinburgh Festival Fringe to showcase their roster’s talent.

Comedian Zakir Khan said, “What we have achieved is bigger than what I dreamed, I don’t think I ever thought we’d be able to achieve even 10% of what all we have done just this year and the humbling part is abhi toh yeh sirf shuruaat hai (this is just the beginning),”.

Over the last few years, OML has expanded its international market share to include shows featuring and headlining Indian comedians in over 60 cities across the USA, Canada, UK, Germany, France, Sweden, Scotland, Hong Kong, Malaysia, Kenya, Spain, Azerbaijan, Saudi Arabia and more. The company has scaled up its presence from local comedy clubs to globally renowned and aspirational venues such as Madison Square Garden in New York; the Royal Albert Hall in London; the Etihad Arena in Abu Dhabi; the Meridian Hall in Toronto; the Esplanade – Theatres on the Bay in Singapore; and the Sydney Opera House in Australia to name a few. From 13 shows in 2018, OML has amplified its international touring presence to a staggering 500+ shows across the world in 2024.

Artist management SVP Rishabh Nahar said, “With over 500 shows across 60 cities, we are not just pushing boundaries but also forging new avenues for Indian talent to shine on a global stage. This is just the beginning of an exciting chapter for OML and the exceptional artists we represent. The number of Indian comedians touring in these markets have exponentially increased and the promoters with whom we have developed and scaled markets with are now also trusted partners for comedians who are not repped by OML too, thereby building a lot of inclusivity. OML has the highest market share of revenue, tickets and volume of shows when it comes to international touring of Indian comedians. And more importantly, our artists have been able to create a global impact for the Indian entertainment ecosystem.”

In fact, OML had programmed a whopping 114 shows at the Fringe in 2023, a feat unrivaled by any other Indian agency so far and in 2024, the number goes up to 150. This year also marks OML programming the highest number of shows at the Soho Theatre in London. These amplified efforts have consequently opened up international opportunities for the Indian comedy industry as a whole, bringing Indian talent to a global stage and audience.

In 2018, the overall Indian comedy industry pulled off a total of 35-38 international shows, of which OML facilitated 13. OML also helped develop and grow international comedy markets beyond Southeast Asian and Middle Eastern territories such as Singapore, Dubai and Thailand.

March 15, 2024
ACT Fibernet unveils exciting broadband plans for Hyderabad users

Mumbai: In a thrilling development for internet enthusiasts in Hyderabad, ACT Fibernet (Atria Convergence Technologies Ltd), a fiber-focused wired broadband internet service provider, has unveiled a variety of new plans meticulously crafted to cater to the increasing demand for high-speed internet and digital entertainment. Utilising the cutting-edge ACT SmartFiber technology, the company has introduced a selection of cost-effective broadband packages, commencing from a mere ₹525 for 50 Mbps and reaching up to ₹1325 for 500 Mbps. With this technology, users can relish dedicated virtual speed pathways, ensuring uninterrupted bandwidth tailored for diverse online pursuits such as streaming, gaming, and extensive downloading.

ACT Fibernet’s new subscription plans in Hyderabad include plans like ACT Max 525, ACT Max 799, ACT Max 1075 and ACT Max 1325, reflecting the company’s dedication to providing high-speed internet connectivity at competitive prices. Embracing the shift towards digital entertainment, ACT Fibernet enriches its broadband plans with bundled subscriptions to leading OTT platforms such as Netflix, Disney+ Hotstar, Sony Liv, Zee5, and Yupptv.

The entertainment-centric plans start with the ACT Max 650 Plus at ₹650 per month, offering 50 Mbps speed along with access to Disney+ Hotstar, Sony Liv, ZEE5, and Yupptv, designed for users who desire a wide range of content. The ACT Max 899 plan at ₹899 per month provides 100 Mbps and a subscription to Disney+ Hotstar, Sony Liv, ZEE5, and Yupptv.

For those with a preference for Netflix, the ACT Max 1199 plan at ₹1199 per month provides 150 Mbps and a Netflix and Sony LIV subscription along with the others. The ACT Max Giga, available for ₹1999 per month, features a one Gbps speed bundled with subscriptions to Netflix, Disney+ Hotstar, Sony Liv, ZEE5, and Yupptv, catering to households seeking the ultimate entertainment package. These plans are meticulously crafted to provide uninterrupted access to a wealth of digital content, ensuring that subscribers are always at the cutting edge of entertainment.

Focusing on smoother streaming and video calls, ACT Fibernet’s SmartFiber tech guarantees a lag-free video experience. This tech cuts down delays, making things like watching movies, video chatting, and online gaming much smoother and fun. It’s made to work well with big screens and smart TVs, managing internet use efficiently to keep 4K viewing smooth all day long. Apart from great internet and entertainment, ACT Fibernet prioritizes digital safety and home security too. They’ve introduced ACT Shield and ACT Home Camera with their broadband, giving extra security against online threats and real-time monitoring for home safety. These services showcase that ACT Fibernet not only connects people to the online world but also keeps them safe there.

With various plans to fit different needs and budgets, plus bundled entertainment and security, ACT Fibernet keeps leading the way in changing how Hyderabad uses the internet. For more details on these exciting broadband plans and services, check out ACT Fibernet’s website or contact their support team. With ACT Fibernet, people in Hyderabad can expect not just faster internet, but also a safer, richer, and more fun digital life.

March 14, 2024
ZEE5 marked International Women’s Day 2024 with #NoNaariNoStory campaign

Mumbai: ZEE5, Bharat’s home-grown video streaming platform, marked International Women’s Day 2024 with an impactful campaign, #NoNaariNoStory. Additionally, ZEE5 is streaming 49 premium titles across seven languages that are centered around women and their experiences from 2- 17 March. The campaign aims to celebrate women and their multifaceted roles in everyday life, fostering dialogue on women empowerment, well-being, safety, and security, while reiterating the significance of acknowledging and appreciating them.

#NoNaariNoStory was unveiled with a “Social Media Glitch”, executed creatively on the brand’s social media platforms. Key visuals of popular ZEE TV shows airing on ZEE5 featured male leads alone, portraying the incompleteness of the story without the female characters/leads. The #NoNaariNoStory trended on social media leveraging a combination of activations, influencer collaborations, actor pushes, and through a user-generated content contest. The campaign witnessed an overwhelming response, clocking a reach of over 11.6mn with 4.2mn plus video views and engaging with 169K plus viewers.

Speaking about the campaign, ZEE5 head – AVOD marketing Abhirup Datta said, “At ZEE5, we believe in the power of storytelling to spark meaningful conversations and bring about positive change. #NoNaariNoStory is not just about celebrating International Women’s Day; it is about acknowledging the pivotal role women play in shaping our lives and communities. Through this campaign, we aim to express our gratitude to all the women who make our stories and lives complete. We thank all participants, supporters, and our esteemed audience for their enthusiastic participation and support.”

The titles streaming for free on ZEE5 include blockbuster hits like ‘Dhaakad’, ‘Veere Di Wedding’, ‘Rashmi Rocket’, ‘Salaam Venky’, and ‘Saand Ki Aankh’ in Hindi; ‘Geetha Govindam’, ‘Ninnila Ninnila’, ‘Sita on the Road’, ‘Sailaja Reddy Alludu’, ‘Pandaga Chesko’ in Telugu; ‘Sairat’, ‘Zombivli’, ‘Naal’, ‘Hawahawai’, ‘Bandishala’, ‘Vijeta’, ‘Bibtya’, ‘Sweety Satarkar’ in Marathi; ‘Ghosty’, ‘Kanaa’, ‘Ka Pae Ranasingam’, and ‘Dora’ in Tamil; ‘Monsoon Raaga’, ‘Drishya 2’, ‘Ek Love Ya’, ‘Raymo’ and ‘Thayige Thakka Maga’ in Kannada; ‘Mini’, ‘Parineeta’, ‘Boudi Canteen’, ‘Shrimati’, ‘Guldasta’, ‘Onek Diner Pore’, ‘The Lovely Mrs. Mookherjee’, and ‘Elar Char Adhyay’ in Bangla; ‘Lalbagh’, ‘Ini Utharam’, ‘Super Sharanya’, ‘Keedam’, ‘Happy Wedding’, and ‘Crossroad’ in Malayalam, and many more.

Creative agency: Sociowash

Currently the highest-growing OTT platform in India as per latest industry reports, ZEE5 is known for its diversified content across varied taste clusters and its focus on real, relevant, and meaningful storytelling. Alongside the growth in India, ZEE5 Global has emerged as the foremost South Asian streaming platform across international markets with a decisive lead in major markets like the US, Europe, Middle East and key APAC markets.

March 14, 2024
Tarak Mehta Ka Ooltah Chashma plans to launch 18 new games in 2024

Mumbai: Neela MediaTech, the gaming arm of the beloved show Taarak Mehta Ka Ooltah Chashmah (TMKOC), is focusing on developing innovative mobile games with the aim of making a significant impact in the gaming industry and plans to launch 18 games this year by December 2024. The fan-based gaming platform will witness more games based on the popular characters of the show with an aim to attract 20 million plus monthly active users and two million plus daily active users by year-end.

The show which has a 60 million plus audience base will now tap into the booming Indian and international mobile gaming market with an aim to leverage the massive TMKOC fanbase. With six million plus active users, Neela MediaTech has already launched seven games and are planning to launch 11 more games.

Late last year, Neela Films, the production house of the show, Tarak Mehta Ka Ooltah Chashma announced their diversification in the gaming, animation, and edutainment space. This move signifies a bold leap having invested Rs 24 crore in Neela MediaTech Pvt Ltd. With their diverse game portfolio and established brand loyalty, TMKOC is poised to become a major force in the mobile gaming landscape.

The new games will be based on the much loved characters from the show including Jethalal, Babita, Popatlal, Madhavi, Bhide and Goli who have been innovatively woven into the games like TMKOC Ludo, Simulation Gada Electronics, Simulation Madhavi Farms, Save Babita Save, Hungry Goli, Popatlal ki Shadi among others. The games will be available across all the platforms Google Playstore, Apple App store, Fire TV, MI Platform, Huawei and many more.

The company recently launched Run Jetha Run, Bhide Scooter Race, Match Pool 2048, Popat Shortcut Race, Jump Bhide Jump, Taarak Fruit Match and have already boasted a following of 6 million active users in a short span of time. The IP has a strong and loyal following for the show aired on Sony Sab and recently completed 4000 episodes over the last 15 years.

“Our vision is to blend the charm of TMKOC’s characters with innovative gaming experiences, aiming to captivate not only our existing fan base but also new audiences globally. This is more than a business expansion; it’s about creating a virtual playground where millions can find joy, adventure, and a sense of community. As we gear up to launch our diverse range of games, we’re not just promising fun; we’re inviting players to become part of a story that continues to unfold, making them active participants in the TMKOC saga. With the support of our fans and the hard work of our team, we’re set to make a mark on the global gaming stage.” said Harjeet Chhabra; who is leading this initiative along with the creator of the show, Asit Kumarr Modi.

March 14, 2024
Balancing act: Exploring the intersection of AI advancements and job security in the gaming sector

Mumbai: The development, playability, and experience of games are all being altered by the advent of AI, which is a disruptive factor in the rapidly changing gaming industry. Game creators are in a difficult position as AI technologies continue to progress quickly. They must strike a careful balance between utilising AI’s potential for innovation and maintaining the stability of jobs and human creativity in the industry.

The gaming industry’s employment security and AI developments create a complicated web of opportunities and obstacles that call for thoughtful analysis and strategic navigation. AI has a huge and varied impact on the gaming industry, potentially upending established positions and revolutionising gameplay experiences.

The main focus is on the complex dynamics at work as developers wrestle with issues of job security, ethical ramifications, and the need to find a healthy balance between human creativity and technical growth as they explore the enormous potential of AI in game production. Through the lenses of innovation, sustainability, and ethical responsibility, we hope to shed light on how the game industry is changing in a world driven by artificial intelligence.

Shifting the Scene for Game Development

Over the next five to ten years, generative AI can completely transform the video game business, and gaming executives anticipate that it will have a major impact on the creation process. But as AI technologies advance in the industry, worries regarding job displacement and its effects on talent models continue to exist.

AI’s impact on gaming goes beyond improving gameplay; it also optimises game monetisation techniques. The use of AI in game production opens up possibilities for process optimisation, including the automation of testing and content creation. This can result in more smoothly launched games and happier players. In addition to improving graphics and realism, AI-driven algorithms are making it possible to create customised storytelling experiences based on the tastes of each player.

Workplace Safety in the AI Age

Artificial intelligence (AI) is a rapidly changing field that creates serious issues and worries regarding job security for people in a variety of industries, including the gaming industry. There’s growing concern about how AI technologies can affect traditional job roles in the game development business as they improve and become more integrated into various sectors of the industry. While automation and artificial intelligence (AI) can improve productivity, optimise workflows, and streamline jobs, there is a chance that these procedures could displace human workers who have historically carried out these duties.

Like many other industries, the gaming sector must strike a balance between the advantages of AI adoption and maintaining worker job security. Concerns about the loss of jobs involving manual labour or repetitive duties are legitimate. Developers and industry stakeholders need to find ways to prioritise human creativity and innovation in game design, reorganise job responsibilities to fit with AI integration, and upskill staff to traverse this delicate balance.

Companies and individuals in the gaming business need to take the initiative to address job security in the AI era. Adopting AI technology and funding staff training and development at the same time can reduce the likelihood of job displacement and promote a more resilient workforce. Game developers can fully utilize AI advancements while preserving job security and fostering a vibrant ecosystem where human creativity remains at the forefront of innovation by fostering a culture of constant learning, adaptability, and collaboration between humans and AI systems.

Why Automating Creativity Is Not Possible

Although artificial intelligence (AI) has numerous benefits for game developers, it cannot take the place of human creativity and emotional intelligence. The human touch is indispensable in world-building, character development, and storytelling. These aspects of game creation include emotional depth, empathy, and cultural awareness—qualities that AI is currently unable to imitate.

To ensure that artificial intelligence (AI) is used to support development but does not take the place of the creative minds that fuel the industry’s innovation and appeal, the gaming industry must acknowledge and reward these distinctively human contributions.

AI and Human Talent Working Together

Gaming is one of the businesses that is changing as a result of human-AI collaboration, which uses each entity’s special skills to produce better outcomes. Human-AI contact is essential since each has unique skills that, when combined, produce better results. When it comes to creativity, empathy, and critical thinking, humans are superior to AI, which is better at processing large volumes of data and handling repetitive jobs quickly. When people and AI collaborate, humans can contribute context and decision-making skills, and AI can bring data-driven insights that improve decision-making.

It’s a popular worry that artificial intelligence (AI) will take the place of people in all jobs, however, this is untrue. Automation may cause some occupations to become obsolete, but AI integration will lead to the creation of new roles. Numerous activities still call for human creativity, empathy, and input, which emphasizes how crucial human-AI collaboration is to cost optimization, enhanced decision-making, and competitiveness in dynamic marketplaces. The trend of human-AI collaboration is becoming more and more popular in a variety of industries as businesses realize how valuable it is to combine human expertise with AI skills to get better outcomes.

Conclusion

The gaming business should prioritize adaptability and balance as it negotiates the confluence of AI developments and job security. Even though AI has the potential to completely transform the game production industry, it is crucial to approach these developments with a knowledge of how they will affect employment and the importance of human creativity, which cannot be replaced. In a future enhanced by AI, the game industry can thrive and evolve by cultivating a mutually beneficial connection between artificial intelligence and human skill.

The author of the article is Mr Laxmikant Thipse, CEO, GameCloud Technologies.

March 14, 2024
KRAFTON signs MoU with Gujarat government to boost esports and gaming ecosystem

Mumbai: In a significant development for the Indian gaming industry, KRAFTON Inc, the leading South Korean video game developer, has announced a strategic Memorandum of Understanding (MoU) with the government of Gujarat and TransStadia Technologies Pvt Ltd. This collaboration is set to stimulate the technology, gaming, and esports ecosystem in Gujarat, furthering KRAFTON’s dedicated efforts to cultivate India’s overall gaming and technology environment.

The vibrant state of Gujarat, known for its rapid economic growth and burgeoning status as a magnet for foreign direct investment (FDI), is now poised to become a pivotal center for the esports and gaming industry. The state’s commitment to technological innovation and digital infrastructure makes it an ideal partner for KRAFTON, aiming to propel the local and national gaming scenes to new heights.

“We are immensely proud to announce our partnership with the Government of Gujarat, a collaboration representing a significant stride forward for game development and esports in India. By combining Gujarat’s vibrant growth environment and our expertise in game development and esports, we are set to create unparalleled opportunities for talent development, infrastructure enhancement, and community engagement. We firmly believe that this collaboration will have a profound and positive impact, fostering innovation, and inspiring a new generation of gamers and developers.” said KRAFTON India CEO Sean Hyunil Sohn.

The government of Gujarat expressed enthusiasm for the partnership, emphasising its alignment with the state’s vision for digital and economic growth. government of Gujarat minister for home, sports, youth and cultural activities Harsh Sanghavi remarked, “Government of Gujarat will benefit from this collaboration with KRAFTON as it will undoubtedly catalyze our efforts to transform Gujarat into an indigenous and interactive hub for e-sports. We look forward to the positive impact this partnership will have on our youth and the broader esports gaming community.”

KRAFTON has already invested $160 million in Indian startups since 2021 and plans to invest an additional $150 million over the next two to three years. In line with this commitment, KRAFTON recently launched the KRAFTON India Gaming Incubator program, an initiative designed to nurture game development talent in India by providing funding, mentorship, and essential resources to promising developers.

More recently, KRAFTON India also hosted BMPS 2023 (Battlegrounds Mobile India Pro Series) in Ahmedabad, a collaborative effort by KRAFTON and the city of Ahmedabad to foster the growing gaming ecosystem. With the signing of this MoU, the future of gaming and esports in Gujarat and India at large is brighter than ever. This collaboration is expected to create new opportunities, nurture talent, and establish Gujarat as a landmark destination for the global gaming community.

March 14, 2024
“Neela Mediatech is where innovation meets entertainment”: Asit Kumarr Modi

Mumbai: Delving into the world digital entertainment, Neela Mediatech Pvt Ltd, a subsidiary of Neela Film Productions Pvt Ltd, made its debut in 2023 with a strategic investment of Rs 24 crore. Leveraging the unparalleled success of ‘Taarak Mehta Ka Ooltah Chashmah,’ the gaming and animation studio aims to redefine entertainment by merging technology trends with captivating content. Partnering with Reliance JioGames, they aim to tap into the platform’s 500 million user base, further propelling their mission to revolutionise the gaming industry.

Led by the visionary Asit Kumarr Modi, the company has already recorded five million game downloads, with popular titles like ‘Run Jetha Run’ and ‘Bhide Scooter Race’ captivating audiences nationwide. With an eye on expanding its global outreach and reaching 100 million game downloads by March 2024, Neela Mediatech aims to revolutionise the gaming industry.

Delving deeper into their last foray, Indian Television caught with Neela Film Productions Pvt Ltd producer and MD Asit Kumarr Modi to discuss about their diversification into the gaming sector, the future of gaming content and user experience and more…

Edited Excerpts:

On Neela Mediatech’s inspiration to diversify into gaming from the immensely popular TV show, Taarak Mehta Ka Ooltah Chashmah

More than a show, Taarak Mehta ka Ooltah Chashmah is an emotion that resonates deeply with audiences. For over 15 long years, TMKOC has captured the hearts of India and beyond. It’s not just a show, it’s become woven into the fabric of everyday life. The characters are cultural icons, inspiring countless memes etching unforgettable memories in our minds.

At Neela Mediatech, we saw an opportunity to extend this love beyond the screen. We’ve created a universe that goes far deeper than a single show. Now, one can experience the hilarious world of Gokuldham through engaging animation, adorable toddler rhymes in multiple languages, and immersive free-to-play and cloud games. We’re not just bringing you entertainment; we’re inviting you to truly become part of the Taarak Mehta family.

On challenges and opportunities that you foresee for Neela Mediatech with the Indian gaming industry evolving rapidly and your plan to stay ahead in this dynamic landscape

As per the latest industry reports, gaming is one of the fastest-growing segments in the media sector and Neela Mediatech is levelling up entertainment with beloved TMKOC characters. We’re taking your favourite TV show to the next level! Gaming is exploding, and Neela Mediatech is at the forefront, capturing a slice of this massive market with the beloved universe of TMKOC. In India alone, over 500 million gamers are on their mobiles – that’s a vast audience hungry for engaging experiences. We are trying to build a loyal fan community and our innovative gaming and animation initiative isn’t just about creating games; it’s about building a community. Thus with gaming, we are extending the reach of the show, fostering deeper connections with fans, and keeping them entertained for an average of 60 minutes a day – that’s unheard of for video content!

We are engaging with characters as we see a goldmine of potential in crafting more games featuring the iconic TMKOC characters. Character play resonates deeply with gamers, offering a fresh way to interact with the world and characters they love. Just like any thriving business, we face challenges in keeping our games updated and engaged which is a bit crucial. We celebrate healthy download rates, but user retention is key. Through in-depth analytics, we identify what works and what doesn’t, staying ahead of the curve in this dynamic gaming landscape. We understand the ever-evolving world of technology and while we stay a breath behind the bleeding edge, we’re constantly exploring possibilities. This allows us to pivot quickly when the next big shift hits the gaming industry.

Neela Mediatech is actively collaborating with industry leaders, exploring all aspects of gaming – mobile, cloud, and even the exciting world of Web3.

On Neela Mediatech planning to leverage the TMKOC IP to explore opportunities and potentials in the gaming sector

With TMKOC being the most loved TV show and crossing a big milestone of 4000 episodes, Neela MediaTech ventured into gaming and animation and started building games around popular characters and making a TMKOC universe for our viewers. We leverage the TMKOC IP to drive traffic towards our new and upcoming products. This integration helps us to reach a wider audience in a short span of time. Neela Mediatech brings your favourite characters alive in games. We craft immersive games starring your favourite characters. We don’t just capture their likeness, we bring them to life!

Here’s what sets us apart:

● Seamless integration: Experience the show in a whole new way. Our games seamlessly connect to the existing universe, keeping the story fresh and exciting.

● Established show base: We leverage the show’s popularity to propel our games to a wider audience, faster.

● Unforgettable interactions: We recreate the iconic character chemistry you love, making the gameplay truly engaging.

● Authentic experience: Character theme music, signature moves, and unforgettable voices – we bring it all to the table for an immersive experience.

Neela Mediatech games aren’t just games, they’re extensions of your favourite worlds. We offer a unique way to connect with the characters you adore, all while providing a fresh and exciting gameplay experience.

On technologies such as cloud gaming, blockchain gaming, and virtual reality shape the future of gaming content and user experience

Neela Mediatech is where innovation meets entertainment and we understand that one size doesn’t fit all in gaming. That’s why we offer a diverse range of experiences, each tailored to a specific audience and powered by cutting-edge technology. Our TMKOCplay.com platform features H5 games accessible through cloud gaming. By integrating with platforms like GamesDistribution and Jio Games, we’re making these games readily available to a wider audience. In the age of blazing-fast internet era, we expect cloud gaming to become the preferred method, freeing users from limited device storage and processing power. We’re pioneering blockchain technology with a “battle to win” game releasing soon on a leading blockchain platform. Players can earn TMKOC coins through gameplay, which can then be traded on exchanges. We are also exploring the VR frontier and the possibilities are truly captivating. We’re excited by Vision Pro’s product roadmap and actively exploring the potential for developing immersive games and experiences within their ecosystem.

Our commitment goes beyond simply staying current. We’re actively engaged in high-level discussions with industry leaders to shape the future of gaming and entertainment. We envision a world where fans can truly step into the beloved Gokuldham Society:

● Explore the iconic lanes with augmented reality overlays.

● Interact with TMKOC characters powered by artificial intelligence.

● Own unique digital assets secured by blockchain technology.

These advancements unlock unprecedented levels of engagement and storytelling, pushing the boundaries of entertainment.

On Neela Mediatech’s future plans and upcoming gaming projects

At Neela Mediatech, we’re not just keeping up with the gaming industry’s rapid technological evolution – we’re actively shaping its future. We believe that blockchain, VR, AR, and AI hold immense potential to revolutionise entertainment, and we’re at the forefront of exploring these possibilities. Our vision is to create immersive experiences that transcend the screen and transport fans directly into the heart of Gokuldham Society through AR, VR and blockchain technology. We intend to expand and grow in the gaming industry by launching free-to-play games, battle-to-win and games in the cloud gaming domain. It’s amazing to see parents and toddlers enjoying our multilingual animations together. We also have our own animation vertical, operating in English, Hindi, Marathi, Punjabi, Gujarati and Bengali on our YouTube animation channels. Boasting a million-plus subscribers and two million views, which is a hit among the toddlers and parents. Also, we’re thrilled to announce the upcoming launch of our PLAYSCHOOL app in Q2 FY’25. This innovative gamified education initiative will be a subscription product, offering a fun and engaging way for young minds to learn.

It will be completely different experience:

● Gamified learning: NMPL will make education an exciting adventure through engaging gameplay!

● Subscription model: This allows us to continuously develop new content and features, keeping the learning journey fresh and enriching.

● Focus on early development: To cater specifically to preschoolers, fostering a love for learning at a crucial stage.

We’re taking a focused approach to innovation by actively engaging in advanced conversations with industry leaders. This allows us to harness the power of emerging technologies as our goal is to push the boundaries of engagement and provide fans/users with an unparalleled edutainment experience.

March 14, 2024