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Tag: Krafton

  • How Maitri’s South-first strategy is shaking up Indian advertising

    How Maitri’s South-first strategy is shaking up Indian advertising

    MUMBAI: Nearly three decades ago, in the laid-back lanes of Kochi, three ex-Mudra execs took a punt on building an ad agency rooted in the South—but with national ambitions. Fast forward to 2025, and Maitri isn’t just holding its ground—it’s quietly becoming one of the most disruptive indie agencies in Indian advertising.

    With offices now spanning South India, the Maldives and Seychelles, Maitri has turned its bootstrapped beginnings into a ₹75-crore creative juggernaut. Its client list reads like an FMCG-Culture-Tech dream team: Netflix, Krafton, Wipro, Saffola, Disney+ Hotstar, and longtime loyals like Muthoot Finance and Mathrubhumi.

    So what’s their killer app? Not AI. Not jargon. But cultural intimacy.
    While the big Delhi-Mumbai shops took a north-to-south approach, Maitri did the opposite—leaning into its home-turf understanding of southern India. It didn’t just talk local; it thought local.

    As managing director Raju Menon puts it, “Nothing can beat consistency. When you deliver creatives to the clients that they love, year after year, you build a relationship. And that relationship builds the brand.”

    That philosophy has brought Maitri not just loyalty, but serious hardware.

    In 2025 alone, the agency walked away with 17 metals at the Indian Marketing Awards South—a haul that included 5 Golds, 8 Silvers and 4 Bronzes for campaigns that blended heart, humour and serious social impact.

    Some of the show-stoppers?

    ●    “How BGMI made a scam ad to expose scam ads” – a digital, social, and influencer-led takedown of online fraud (3 Silvers, 1 Bronze)

    ●    “The suicide note that saved 50+ lives” – a haunting but hopeful campaign for Muktaa Charitable Foundation (1 Gold, 2 Silvers)

    ●    “Let your life shine” for Muthoot Finance – proving finance can feel (1 Gold)

    ●    “Kappa Cultr 2025” – a cultural blast that nabbed a Gold for omnichannel mastery

    Also in their trophy cabinet: campaigns for Asianet, myG, Brahmins, and Mathrubhumi’s International Festival of Letters. Each piece a masterclass in blending storytelling, strategy, and South Indian soul.

    And Maitri’s not just creatively consistent. Their secret sauce is also in the staffing. Employee churn is shockingly low in an industry notorious for its exits. Most of the agency’s top talent—many of whom cut their teeth at global agencies—have chosen to come home, literally and creatively.

    The result? A shop that has the polish of a multinational and the pulse of a neighbourhood storyteller.

    With four consecutive Agency of the Year titles under its belt, Maitri’s next chapter looks like one hell of a ride. Quietly confident, fiercely local, and globally savvy, they’ve proven that a deep understanding of people beats flashy pitches—and that sometimes, the most powerful ads come not from the centre, but from the edge. Or in this case, Kochi.

  • Reliance teams up with Blast to storm India’s booming esports arena

    Reliance teams up with Blast to storm India’s booming esports arena

    MUMBAI: Reliance Industries’ wholly-owned subsidiary Rise Worldwide has joined forces with European esports powerhouse Blast to form a joint venture that aims to revolutionise India’s nascent but rapidly expanding competitive gaming landscape.

    The partnership will leverage Blast’s tournament expertise and publisher relationships to bring global esports properties to Indian shores while developing bespoke competitions for the local market—a digital playground that already boasts a staggering 600 million gamers, representing 18 per cent of the world’s button-bashers.
    India’s gaming market, currently valued at $3.8bn, is projected to rocket to $9.2bn by 2029, growing at a blistering 19 per cent annually. Meanwhile, the global esports market is expected to surge from $2.8bn to $16.7bn by 2033, suggesting there are digital gold mines yet to be excavated.

    “India is one of the most exciting and fastest-growing gaming markets in the world,” said Blast chief executive Robbie Douek, whose company currently works with gaming titans including Epic Games, Valve, Riot Games, Krafton and Ubisoft across popular titles with a combined monthly player base exceeding 350 million.

    The new venture will capitalise on Blast’s production prowess and intellectual property portfolio while tapping into Jio’s technological muscle and distribution network via the JioGames platform. Services will span tournament management, targeted marketing, production and broadcasting—essentially creating a full-service esports juggernaut.

    “With this partnership, Indian esports will be able to realise its full potential,” said Reliance Sports  head Devang Bhimjyani.

    The timing appears impeccable, as the Indian government recently granted official recognition to esports by declaring it part of the “multi-sports event” category, providing legitimacy to a pursuit once dismissed as mere child’s play.

    Blast, known for producing tournaments that fill arenas and generate billions of views across 150+ territories, will now bring its show-stopping production values to a country where cricket has traditionally dominated sporting consciousness. With planned arena stops in global cities like London, Singapore, Austin and Rio in 2025, the addition of Indian venues seems a natural next step in the company’s expansion strategy.

    For India’s growing army of competitive gamers, the partnership offers tantalising prospects: international exposure, improved tournament infrastructure, and potentially, a shot at the multi-million dollar prize pools that have transformed gaming nerds into millionaire celebrities elsewhere in the world.

  • South Korean gaming titan Krafton guns for India’s lucrative market: PTI report

    South Korean gaming titan Krafton guns for India’s lucrative market: PTI report

    MUMBAI: South Korean gaming powerhouse Krafton, creator of the wildly popular Battlegrounds Mobile India (BGMI), is loading up its investment arsenal as it targets expansion in India—a territory that ranks among its top five global markets. The company has already pumped $200 million into Indian ventures and isn’t about to hit pause on its spending spree anytime soon.

    Krafton India chief executive Sean Hyunil Sohn is positively bullish about the country’s gaming prospects. “We want to double down on gaming and its addressable area,” Sohn told PTI, adding that the company sees “much bigger potential for the next two to three years.”

    What makes India such an irresistible playground for Krafton? The answer lies in its unique “mobile gaming native” status. While gamers in mature markets typically evolved from consoles to PCs before embracing mobile, Indian players cut their teeth directly on smartphones—a distinction that has Krafton’s boardroom salivating.

    The demographics certainly stack the deck in India’s favour. A young, tech-savvy population coupled with rapidly increasing smartphone adoption creates the perfect storm for gaming growth. Despite being a relative lightweight on the global gaming scene, India’s potential has Krafton ready to place hefty bets on its future.
    “We will not stop investing… say at $200-300 million,” Sohn declared. “We are still actively looking at opportunities to invest and maybe acquire.” 

    After a cracking financial performance in 2024, the company feels flush enough to double down on India, which it views as one of its strongest performing markets.

    What’s Krafton looking for in potential partners? 

    The company, which prides itself on maintaining a developer’s mindset despite its global publisher status, seeks collaborators who are “really passionate about game development.” Any acquisition targets must share Krafton’s enthusiasm for India’s gaming potential.

    Sohn believes India has the muscle to create games for global markets but laments the lack of awareness about gaming as a viable career path. 

    “We need support from the government and education institutions to put the best talent out for the younger generation,” he urged, calling for a concerted effort to level up India’s gaming ecosystem.

    With its mobile-first culture, youthful demographics, and Krafton’s deep pockets backing it, India’s gaming industry appears primed to score big in the coming years. Game on!

  • Krafton & Moloco shake up gaming ads with CTV blitz for Cookierun India

    Krafton & Moloco shake up gaming ads with CTV blitz for Cookierun India

    MUMBAI: For years, mobile gaming ads have tried to hook users through endless pop-ups, flashy in-app banners, and intrusive five-second videos that you just can’t skip. But Krafton and Moloco had a different game plan—Connected TV (CTV) advertising. And judging by the numbers, they just cracked the next big marketing play.

    Krafton, the publisher behind Pubg: Battlegrounds and Battlegrounds Mobile India (BGMI), went all-in on CTV ads via LG channels to launch Cookierun India, a localised version of Devsisters’ globally popular Cookierun series. Why? Because while mobile ads target app users, CTV taps into a much bigger screen with an audience that’s notoriously hard to reach. And as it turns out, when you see a fast-paced, sugar-fueled game running on your TV, you’re far more likely to download it.

    Krafton realised that while traditional TV commercials (TVCs) build brand awareness, they lack precise performance measurement. Enter Moloco’s CTV ads, which not only put Cookierun India in front of TV audiences but also let Krafton track how many users installed the game after seeing the ad.

    By integrating Moloco’s CTV platform with LG Channels, a free ad-supported streaming TV (FAST) service, the campaign strategically placed ads on major Indian channels like NDTV and India TV. That meant Cookierun India wasn’t just reaching gamers—it was reaching families, casual viewers, and people who never considered downloading a mobile game before.

    The results? CTV didn’t just work—it outperformed expectations:

    ●    22 per cent of users acquired through Moloco’s mobile app campaigns were also exposed to CTV ads—and these users showed two times higher D1 retention than those who only saw mobile ads.

    ●    14 per cent of CTV viewers were entirely new users, proving that smart TV ads bring in fresh audiences.

    ●    Users acquired through CTV ads had 20 per cent higher D1 retention and 37 per cent higher D7 retention than those from mobile-only campaigns.

    Retention in mobile gaming is the holy grail, and CTV just schooled mobile ads in keeping users engaged.

    Krafton head of the India performance marketing team Sangbum Kim summed it up, “Moloco’s CTV advertising maximises campaign efficiency through a data-driven approach and differentiates itself from traditional TV advertising by enabling performance measurement. The users acquired through the CTV campaign have shown high retention, proving its potential as a new and effective marketing channel. We expect it to have a positive impact on our future campaign strategies.”

    Moloco Korea country manager JaeKyun Ahn added, “This collaboration has demonstrated that CTV advertising is an effective way to reach TV audiences that are difficult to access through mobile app ads, while also enabling advertisers to accurately measure performance. By leveraging CTV channels alongside mobile app campaigns, advertisers can further expand their reach, and this can also serve as a key marketing strategy to acquire high-value users, especially when launching new games.”

    With CTV proving its worth, expect more game publishers to take their campaigns beyond mobile screens. Krafton and Moloco’s partnership just set a new standard for game launches in India.

  • Cashfree Payments secures $53 million in funding round led by Krafton

    Cashfree Payments secures $53 million in funding round led by Krafton

    MUMBAI: Digital payments are moving at breakneck speed, and Cashfree Payments is keeping pace like a fintech sprinter on a caffeine high. The company has just bagged a cool $53 million (Rs 450 crore) in a funding round led by Korean digital entertainment giant Krafton, with continued backing from Apis Growth Fund II, managed by Apis Partners Group (UK) Limited. This fresh infusion of cash is set to supercharge innovation, fuel market expansion, and catapult Cashfree onto the global stage.

    At its heart, Cashfree Payments is all about making transactions effortless—helping businesses collect payments, send payouts instantly, verify identities, and sniff out fraud before it even thinks about knocking. And the numbers don’t lie: merchant signups have skyrocketed 130% year-over-year, proving that Cashfree is scaling faster than your last online shopping spree.

    With a mission to redefine digital transactions, Cashfree enables businesses to start accepting payments within a day through popular platforms like Shopify, Wix, WooCommerce, and WhatsApp.

    Cashfree Payments CEO & co-founder Akash Sinha shared his excitement, “We are excited to welcome Krafton as a strategic partner with continued support from our existing investors, Apis Growth Fund II and the team at Apis Partners. Our mission at Cashfree Payments has been to empower Indian businesses with the ability to transact in the digital economy with unparalleled security and efficiency. This investment will help us accelerate our key efforts – across cross-border and security innovations and international expansion – as we enter the next phase of our growth journey. Growing sustainably has been core to our identity and how we function at Cashfree Payments. We are focused on driving profitable growth as we scale. Our mission is clear: to create long-term value for our customers and lead innovation in the payments space, both in India and internationally.”

    Krafton sees Cashfree’s market dominance as a springboard for global expansion. Krafton India CEO Sean Hyunil Sohn highlighted, “India’s fintech industry is experiencing remarkable growth, and we believe Cashfree Payment’s dominant position in India can be replicated globally. As the media and entertainment sector and content consumption patterns in India continue to evolve, full-stack payment systems that specifically address the needs and requirements of the sector are crucial for enhancing user experience. The investment is part of Krafton’s ongoing efforts to support innovative solutions that drive growth and foster a dynamic startup ecosystem. We look forward to further strengthening this partnership and exploring future opportunities.”

    Adding to this, Apis Partners co-founders & managing partners, Matteo Stefanel and Udayan Goyal stated, “As an industry leader with a history of pioneering innovations, Cashfree Payments’ proven track record continues to put it in a leadership position. We are excited to continue our support for its continued growth and success. Apis’ investment philosophy is that there should be no trade-off between returns for LPs and positive societal impact, and the investment in Cashfree is proving to be a perfect example of that.”

    Among Cashfree’s latest advancements is Secure ID, a comprehensive identity verification stack designed to curb fraud.

    . AI-powered KYC flows that minimise user input and reduce drop-offs.

    . Intelligent fraud detection that reads and verifies identity documents with pinpoint accuracy.

    . Over 1 billion identity and user verifications completed to date.

    As security threats evolve, Cashfree is doubling down on tech-driven solutions that protect both businesses and consumers.

    With $80 billion in annual transactions and a customer base of eight lakh businesses, including Swiggy, redbus, Zepto, bigbasket, and Bajaj Finance, Cashfree is not slowing down. The company is authorised by the RBI to operate as a payment aggregator for domestic and cross-border payments, making it one of the first entities in India with such approval.

    Beyond India, Cashfree is expanding into the UAE and exploring opportunities across the Middle East, further solidifying its global ambitions.

  • Steep Climbs, Little Foothold: The Challenges of Indian Indie Game Developers

    Steep Climbs, Little Foothold: The Challenges of Indian Indie Game Developers

    In his Independence Day speech this year, PM Modi hoped that Indian game developers can make a mark on the global scene. This was not without reason. Indian gaming offers a unique landscape. From media choices to playing durations, from game formats to variations, this uniqueness offers a ripe Make in India opportunity. Be it playing rummy on a popular rummy app or shuffling their favourite cricket players in a fantasy league game, there is Indianness to gaming here.

    But has the average indie game developer managed to capitalise on this opportunity? Global gaming giants like Xbox are keen to harness the potential of these indie developers. Its India Lead for global expansion, Arjun Varma, has even hinted at including more Indian games in their Xbox Game Pass.

    However, the road to recognition for the Indian indie game developer is not without challenges.

    High on Skill, Low on Resource

    Independent businesses in any industry have to operate within their limited resources. This is a major challenge in a vocation like game development. Games developed with cutting-edge technology and high-quality sound and graphics have a better chance of success. However, it requires a budget that only big gaming studios can afford.

    Developing a game can cost you anything between ₹50 lakhs to ₹3 crores. Games remain in the development stage for one to three years. High cost and high gestation period are paid off when the game is selected by a streaming platform like Sony or Steam. If the game makes it, it can command a subscription fee of ₹500 to ₹1500. If not, the struggle continues as the game relies on effective marketing.

    Crowded with Competition

    In India, Hyderabad has a growing indie game scene, with around 20 to 30 firms engaged in the development of independent games. Across the country, there are more than 1,500 developers and more than 300 companies, many of whom are into indie games. Making a breakthrough product can be a challenge amidst the competition. Making things difficult is the sweeping popularity of the global AAA gaming titles.

    If an indie game doesn’t end up on a streaming platform, its struggles will continue for a longer spell. An indie game developer may not have access to the marketing resources and teams that big studios have. They rely on gaming forums, social media and online venues and events to reach out to the gamers and gather a fan following.

    Indie game developers must note that getting into a streaming platform is not the end of challenges either. It is a crowded marketplace with thousands of players vying for gamer’s attention. For instance, on Steam, there are over 13,000 gaming titles, out of which nearly 99% are indie games. They share the spoils out of the 48% of the revenue generated in the platform. AA and AAA games, on the other hand, command 52% revenue despite representing a little over 1% of the games present on the platform.

    Balancing Skill and Timeline

    While India is home to hundreds of skilled game developers, developing a game requires a fine balance. High skill can lead to good quality, but adhering to the timeline is just as important. While big studios can afford a delay in the game development, it can lead to dire financial consequences for indie developers.

    With finances as a looming backdrop, indie game developers in India decide on feasible game mechanics, the size of the development team, and the extent of trial and error they can afford. And then conclude the initial debugging and optimisation within the project timeline. All of these call for a meticulously planned game development lifecycle.

    Indie Infrastructure and Efforts in India

    The skill development and infrastructural initiatives undertaken by the Indian government stand to benefit the Indian gaming industry as well. Initiatives like the AVGC (Animation, Visual Effects, Gaming, and Comics) policies are expected to empower aspiring Indian AAA game developers as well as indie developers.

    Regional initiatives like the “IMAGE”, a centre of entrepreneurship for gaming, animation, VFX, computer vision, and AI startups, have also helped indie gamers. IMAGE has confirmed that it has more than 40 indie game startups operating under the centre. Besides, initiatives like the Krafton India Gaming Incubator have shown that impressive Indian indie games like Spice Secrets and Sojourn Past can be given a platform to excel.

    Going back to the uniqueness of the Indian gaming market, the success of certain real money games is an indication of the scope available to indie developers. The preference of Indian gamers for games like rummy has led to the success of apps like RummyCulture and many other real money gaming platforms.

    Continued Optimism

    Industry watchers maintain their optimism when it comes to the potential of Indian indie game developers and studios. Success stories like Asura and Raji, the rise of crowdfunding in gaming and the cultural relevance of indie games can push Indian indie games to higher ground.   
     

  • Dolby Atmos brings immersive audio to Battlegrounds Mobile India

    Dolby Atmos brings immersive audio to Battlegrounds Mobile India

    Mumbai: Krafton, the makers of Battlegrounds Mobile India (BGMI) and Dolby Laboratories have announced that Dolby Atmos immersive audio is now available in BGMI Arena or Team Death match mode, placing life-like sound at the forefront of the gaming experience. With this collaboration, Indian consumers with Dolby Atmos-enabled Android mobile devices will be able to experience BGMI in Dolby Atmos, allowing mobile players to love their favorite game even more with Dolby.  

    Krafton India’s head of business development Seddharth Merrotra said, “Sound is a transformative element in mobile gaming, and we are absolutely thrilled to introduce the groundbreaking Dolby Atmos immersive audio experience to BGMI. Dolby Atmos will significantly boost the gaming experience, offering players much deeper engagement. At Krafton, our passion for pushing the limits of mobile gaming drives us to explore and integrate the latest innovations. We are excited to see our players’ reaction and look forward to delivering more such experiences in the future.”

    “We are thrilled to bring Dolby Atmos immersive audio to BGMI, one of the most popular mobile games in India,” said Dolby Laboratories director marketing – India, Sameer Seth. “Dolby Atmos places the player in the center of the action as combat sounds come alive, immersing them into the game-world and enabling pick up of the subtle surrounding details, which provides a competitive advantage. Our collaboration with Krafton and device makers like Xiaomi ensures consumers with easy and seamless access to this fantastic Dolby Atmos gaming experience on their mobile devices.”

    Xiaomi India CMO Anuj Sharma expressed his views on the mobile gaming experience, “Gaming has become a significant passion for the Indian audience, with consumers now seeking immersive, true-to-life experiences on their smartphones. Xiaomi is excited to partner with Dolby and Krafton to elevate the mobile gaming experience to new heights. By integrating Dolby Atmos into BGMI on Redmi Note 13 Pro+ 5G, we’re bringing gamers closer to the action, making every moment more vivid and thrilling than ever before.”

    Sound is essential in gaming, and Battlegrounds Mobile India enhances its audio with Dolby Atmos. This technology allows players to hear the battlefield with clear detail and detect crucial sounds, such as footsteps from nearby opponents, with precision. Dolby Atmos creates immersive soundscapes, making each match in Battlegrounds Mobile India a highly realistic gaming experience.

  • Krafton Battlegrounds Mobile India launches new anthem

    Krafton Battlegrounds Mobile India launches new anthem

    Mumbai:  Battlegrounds Mobile India (BGMI), the popular online multiplayer game, is celebrating Father’s Day uniquely and unforgettably. Known for its intense battles and competitive spirit, BGMI is now turning the tables by immortalizing fathers’ favourite roasts and insults.

    For BGMI players, in-game music sets the mood, but this Father’s Day, the ultimate motivation comes from transforming dad’s desi taunts into an epic gaming anthem as players battle it out on the virtual battlegrounds. Imagine hearing your dad’s witty lines as you engage in virtual combat!

    “Father’s Day is about celebrating the quirks and idiosyncrasies that make our Indian dads special,” said Krafton senior marketing manager Prateek Kole. “Our ‘BaapGMI Anthem’ is a heartfelt tribute to the dads who add flavour to our gaming experience. It’s a gift to celebrate the humour and love that dads bring to our lives, virtual and otherwise.”

    “Game music is a big deal for BGMI players—it sets the mood and gets them pumped while gaming. But let’s be real, there’s nothing quite like your dad’s shudh desi taane to get you going. This Father’s Day, we asked our fans to share their actual tanaas from their dads as voice notes, and we turned them into an epic anthem. Talk about motivation!”, added  Creativeland Asia executive creative director  Shyam Nair.

     

  • Time to play pure with Ranveer Singh in BGMI

    Time to play pure with Ranveer Singh in BGMI

    Mumbai: Gaming has evolved beyond mere entertainment; it is a vibrant community. BGMI offers an immersive experience as Ranveer Singh returns to the battlegrounds with style and swag! Prepare to elevate your game as the powerhouse takes center stage in BGMI. It is time to play pure!

    Every gamer needs the right look for the lobby in BGMI, and the ‘Ranveer Swag Crate’ has you covered! Enhance your experience with exclusive gear designed to make you stand out in the Battlegrounds. Unlock the all-new Ranveer Singh special skins and finish your enemies with style!

    Unleash your inner IGL with the RS special voice pack, featuring Ranveer Singh’s dialogues! Rank push with your squad, have fun with friends, and rush for that chicken dinner! Bring on the swag with the RS helmet, backpack, parachute and stun your enemies with the grenade skin.

    Use UC’s to open the crate & get epic rewards at milestone spins. Do not miss this final opportunity to bring the charisma and style of the powerhouse to your BGMI gameplay. Grab the crate today and dominate the battlegrounds.

  • UniPin introduces ‘Bonus ka Naya Bahana’ campaign

    UniPin introduces ‘Bonus ka Naya Bahana’ campaign

    Mumbai: UniPin, the leading digital entertainment enabler in India, has launched its exciting ‘Bonus ka Naya Bahana’ campaign to provide Battlegrounds Mobile India (BGMI) players with the most pocket-friendly rates for the title’s in-game currency, Unknown Cash (UC), and generous bonus UC across the country.

    As KRAFTON’s official distribution partner for Battlegrounds Mobile India (BGMI), UniPin is committed to delivering unparalleled value and a seamless UC purchase experience to the nation’s dedicated 100-plus million BGMI players. During the campaign period from 1 June 2024 to 10 June 2024, UniPin aims to establish a new benchmark for BGMI UC purchases, by offering the best value for everyone’s money.

    Sharing his excitement, UniPin India marketing lead Utsav Mahendra commented, “At UniPin, we recognize the importance of offering added value to gamers, and our ‘Bonus ka Naya Bahana’ campaign exemplifies our commitment to providing BGMI players with compelling reasons to choose UniPin. We are delighted to unveil this campaign which will deliver unparalleled value and an enriched gaming experience to players nationwide. Our goal is to ensure a secure and unparalleled UC purchasing process, guaranteeing that every player receives exceptional value for their investment.”

    The bonus UC tiers for the ‘Bonus ka Naya Bahana’ are as follows:

    . Buy 60 UC & Get 6 UC Bonus

    . Buy 300 UC & Get 60 UC Bonus

    . Buy 660 UC & Get 120 UC Bonus

    . Buy 1500 UC & Get 450 UC Bonus

    . Buy 3000 UC & Get 1050 UC Bonus

    With shooting games generating 24 per cent of in-app purchase revenues in India as per the FICCI-EY report titled ‘#Reinvent: India’s media & entertainment sector is innovating for the future’, UniPin plays a significant role in bolstering the industry’s revenue by providing new users with a flawless transaction experience.

    UniPin ensures swift UC acquisition for both newcomers and experienced players, offering multiple payment options for added convenience. For new BGMI players, the platform provides clear instructions and support for effortless UC purchases, ensuring that starting your UniPin journey is both rewarding and enjoyable.

    UniPin, known for facilitating smooth in-game currency transactions for popular titles such as Valorant, EA FC Mobile, Fortnite, Minecraft, and many others, encourages all BGMI players in India to seize this opportunity, enjoy exclusive benefits, and elevate their gaming experience.