Mumbai: Asiaville, the IP-driven vernacular language media-tech company, has announced the introduction of AIGE, a hyper-interactive content technology that seamlessly merges cinematic video content with interactive entertainment and gaming elements. The technology gives viewers the chance to control storylines and narratives, thereby drastically increasing viewer engagement.
“The new content plus technology format – AyeVee Interactive Gamified Experience (AIGE) – is the future of entertainment and gaming content,” said Asiaville Interactive Pvt Ltd co-founder and CEO Tuhin Menon.
“At a time when the mammoth content market is increasingly becoming flat – and its viewers inattentive – we believe the AIGE technology will prove to be the jump the Indian media industry needs. This patent-pending format is a unique mix of cinematic entertainment, interactivity, and gaming, all blended into a seamless experience that puts the user at the heart of the storytelling experience,” said Menon.
The company rolled out two pilot shows, “Who Killed Kavitha?” and “Let Me Out!” on the AIGE format.
“Releases of Malayalam shows ‘Let Me Out!’ and Tamil show ‘Who Killed Kavitha?’ just last month have already garnered fantastic engagement numbers. With close to a million downloads of the AyeVee app, user completion rate for the AIGE shows has been over 50 per cent,
with users interacting an average of 50 times with each show.”
“More importantly, the average time spent by each user per day has consistently exceeded 45 minutes, benchmarking exceedingly well even with the best of the OTT platforms. Notably, an unprecedented 30 percent of users completed both the game shows in one session entirely at one go,” added Menon.
The two pilot shows garnered ratings of over 4.6/5, with seven lakh minutes of cumulative time spent on the two shows. The ratings and the engagements are indicative of the change content creators and consumers actively seek.
“The two shows demonstrated that the technology has meaningful scope for brands and advertisers. AIGE content will make in-film brands interactive as well, giving users the freedom the check out products well inside the storyline. AIGE opens up a whole new medium of engagement for brands, as users engage with them in customised and immersive brand environments,” added Menon.
The cumulative entertainment and gaming market in India – with a TAM of roughly $3 billion – represents a large monetisation opportunity for AIGE, which is poised at the intersection of these two cohorts.
