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Tag: KRAFTON India

  • KRAFTON signs MoU with Gujarat government to boost esports and gaming ecosystem

    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.

  • JUNGLE’s new campaign Jiggle Wiggle’ celebrates gaming’s pop culture impact

    JUNGLE’s new campaign Jiggle Wiggle’ celebrates gaming’s pop culture impact

    Mumbai: JUNGLE has unveiled their latest campaign – ‘The Jiggle Wiggle Campaign’ – for BATTLEGROUNDS MOBILE INDIA (BGMI), showcasing how the popular battle royale game has seamlessly integrated into Indian culture. Crafted around an enigmatic gamer “Babubhai” who captured the nation’s imagination with his signature move, the Jiggle Wiggle, this campaign is derived from conversations within the community itself and shows the impact the BGMI community has on India’s cultural fabric.

    Gamers are the new innovators and early adopters, and the campaign pays tribute to that through a tongue-in-cheek look at the lifecycle of an online trend. Starting from the birth of the trend within the game, the campaign illustrates how the Jiggle Wiggle move, catalysed by social media and word-of-mouth, rapidly snowballs into a matter of national interest – uniting gamers, rappers, dancers, sportspeople, and marketers alike. The campaign compellingly conveys that BGMI is not just a game, it’s an emotion that unites India in all its diversity. People from all walks of life come together to make Jiggle Wiggle a trend, simply because they’re passionate about the game.

    The campaign, conceptualised and produced by JUNGLE in association with KRAFTON India’s internal team uses a 360-degree approach that incorporates diverse elements, seamlessly integrating Jiggle Wiggle into various facets of the BGMI world, culminating in an actual in-game event spectacle. It has been rolled out in two distinct phases.

    Phase One – The Build Up

    The first phase utilised an array of touchpoints, strategically teasing and engaging audiences long before the launch of the campaign film. The character of Babubhai was seeded seamlessly into everyday BGMI conversations inside the game as well as outside. Several videos, gifs, static posts, and teasers were released on social media alongside in-game integrations (read: billboards, music tracks and cryptic messages), further intensifying the curiosity surrounding mystery player Babubhai among the community. Over the past few days, Babubhai has been taking over major gamers in the country and India’s biggest game, thus leading to an intriguing build-up to the film launch.  

    Phase Two – The Jiggle Wiggle DVC

    As anticipation piqued, JUNGLE released a 220-second DVC – an ode to India and the many Indias within, taking viewers on an electrifying journey through the interplay between BGMI and Indian pop culture. From urban streets to rural landscapes, this captivating film encapsulates the essence of BGMI’s influence, spotlighting its role in shaping trends across the spectrum of Indian Pop Culture—be it Dance, Music, or Sports. MC Altaf and Karan Kanchan rendered music to the DVC, while ace choreographer Ruel Varindani, did the choreography. With an extensive cast featuring popular gamers along with celebrities, dancers, and other prominent faces, “Jiggle Wiggle” unveils the captivating fusion of gaming and culture.

    Speaking about the campaign, KRAFTON India, associate director of marketing Srinjoy Das said “Because of its vast reach, one of the coolest things we have noticed about BGMI is how our fans form their own sub-cultures within the game, which go on to become memes and trends. The iconic “De Jiggle” move which was coined by a then small-time creator Raj who also features in the ad, went on to become a cult esports tactic, followed by a meme and then a nationwide sensation. This campaign is a small tribute to that while it also helps us test the warmth of this pop culture trend and we can’t wait to see how our fans react when they figure out this delightfully fictional take on the iconic Jiggle.”

    Talking about the film, JUNGLE creative head Gaurav Banerjee said, “Storytelling is only powerful when it comes from within a community, and it was an incredible experience working with KRAFTON to craft this film. The sheer passion that exists within the gaming community, as well as KRAFTON’s involvement with the BGMI community to try and find ways to connect more deeply with them – all of this has led to a film which is both true to the game as well as the world of trends we currently live in. It was an absolutely amazing experience to craft this film with KRAFTON.”

  • 22feet Tribal Worldwide inspires gamers with ‘Wear Your Cred’ BGMI campaign

    22feet Tribal Worldwide inspires gamers with ‘Wear Your Cred’ BGMI campaign

    Mumbai: 22feet Tribal Worldwide has unveiled their new campaign for Battlegrounds Mobile India (BGMI), KRAFTON India’s popular battle royal game, titled ‘Wear Your Cred’. The innovative campaign film is the first time Krafton India dives into the iconic novelty that comes with BGMI’s Royale Pass, inviting players to break away from the default gaming experience and embrace a world where unique in-game elements like emotes, parachutes and outfits clearly separates them from everyone else.

    In the gaming world, being ‘default’ means settling for the basics, and blending in with the crowd. Wear Your Cred aims to make the Royale Pass mainstream in the gaming culture and highlight its benefits for existing BGMI players in building an elevated identity and casual gamers looking for incentives and exclusive content to dress up for the occasion as they hunt down their chicken dinners.

    The film conveys how the Royale Pass lets players gain recognition and respect for their unique achievements by donning the various skins.  Each player’s presence alone will command respect, perhaps even instilling a sense of awe, when they wear their cred.

    KRAFTON India associate director of marketing Srinjoy Das said “At this point, the Royale Pass in BGMI has become a massive sub-brand if you look at the sheer volume of YouTube and Instagram content around it. So with the third iteration, the RPA3, we felt it was imperative to showcase the class and awe it generates when you don a RPA final out-fit in game. You see someone in the lobby wearing the final RPA3 outfit and you can instantly recognize that they have crossed all 100 levels. It’s a mark of respect, of awe, and above all, a recognition that it’s no longer cool to be default. We hope our fans love this amazing film as much as we loved making it”

    DDB Mudra Group chief creative officer Rahul Mathew said “BGMI isn’t just a game, it’s a community.  And to announce this edition of the Royale Pass, we wanted to add some serious flex to it. In machine-gun mouth, we played with an audio disruption, this time we have a visual disruption.”

    ‘Wear Your Cred’ will be amplified across the gaming community through social channels, videos that showcased RPA3 assets using CGI, trending reels content, gamified contest, and in-game promotions. BGMI has also collaborated with the KOLs to create conversation within the gaming community.

  • KRAFTON India announces Ranveer Singh as BGMI’s brand ambassador

    KRAFTON India announces Ranveer Singh as BGMI’s brand ambassador

    Mumbai: In a landmark move, KRAFTON India is thrilled to announce an exciting collaboration that is set to redefine the gaming landscape in India. Bollywood actor Ranveer Singh, has been named the official Brand Ambassador for BATTLEGROUNDS MOBILE INDIA (BGMI). This strategic partnership aims to bring together the thrill of gaming and the charisma of Superstar Ranveer Singh to engage and deliver elevated experiences for millions of gamers across the country.

    The collaboration between BGMI and Singh is a monumental stride towards celebrating gaming as a medium for immersive entertainment and community engagement. BGMI, India’s most loved battle royale title, has found its perfect partner in Singh, who resonates with the energy and passion that gamers bring to the battlegrounds. This first-of-its-kind alliance marks a remarkable synergy of two forces that thrive on pushing boundaries, poised to bring gaming and BGMI to the masses in an unprecedented manner.

    With this collaboration, KRAFTON will launch the Play Pure campaign that celebrates the pure-ness in players through the lens of superstar Ranveer Singh. As a part of the campaign, BGMI players will be urged to be bold and celebrate their authenticity in the Battlegrounds!

    KRAFTON India CEO Sean Hyunil Sohn expressed his enthusiasm about this landmark partnership, stating, “We are elated to welcome Superstar Ranveer Singh to the BGMI family. His magnetic persona and unrelenting spirit align seamlessly with the essence of BGMI. KRAFTON has always been committed to providing immersive and captivating experiences for our users. This collaboration opens up a new avenue to bring exciting and engaging content that will resonate with gaming enthusiasts across the nation. Stay tuned as we embark on a new era of gaming entertainment.”

    Singh, equally excited about this new venture, shared his thoughts, “As an artist, I find gaming to be an extension of my creative expression. The dedication, the competitiveness, the camaraderie and the team spirit in the gaming world resonate with me deeply. BGMI has evolved into a cultural phenomenon by creating a platform that brings together individuals from diverse backgrounds, transcending borders through their shared passion for gaming. I am thrilled to be part of this journey and look forward to exciting interactions with the Indian gaming community.”