A new generation of game developers in India have made a mark in the global market for mobile games. Udupi-based super indie game developer, 99Games has produced global successes like Star Chef, Wordsworth and more. There are other developers too creating world-class games for the global and domestic market. India is poised for explosive growth in mobile games with a huge smartphone base, growing 3G access, established credentials in software and more. What are the factors which make India an attractive option for mobile games?
21. THE IMPLICATION FOR ALL MARKETERS
1. India will adopt to newer technologies and bypass stages of step-by-step category
development
2. It is not about getting into the mobile phone category with feature phones and
gradually moving up the ladder
3. Smartphones with high-end features & specifications popular and growing
4. There is a market for everything - from value conscious to super luxury
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23. 23
Internet enabled smart phones in India
0
125
250
375
500
2014 (E) 2015 (P) 2016 (P) 2017 (P) 2018 (P) 2019 (E)
24. 24
$100 - $150 phones with
premium features and messaging
25. BEYOND NUMBERS, PRESSINGTHE
RIGHT BUTTONS
• Brands appeal to the youth through positive messaging of empowerment and success
• Being affordable is not equal to being ‘cheap’
• ‘I want it all, I want it now and I want it on my terms’
• Implication for gaming: best in class experience approach - not aiming for the
lowest common denominator
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29. IMPLICATIONS FOR MOBILE GAMES:
INSPIRATION GALORE
1. Rich, varied source of inspiration for themes: movies to comics to folklore to
mythology
2. Possible to target different significantly large niche segments: kids, learning, youth, urban
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34. 34
"I'm from Ahmedabad where we
have a saying, 'single-fare, double
journey'
~ Narendra Modi, Prime Minister
of India
35. IMPLICATIONS FOR DIGITAL PRODUCTS
• Across categories - maximum features, minimum possible price is the mantra
• Consumers pay only if they see true value
• In messaging apps, consumers pay for stickers , virtual currency, games, upgrades,
physical good purchases*
• In-app purchase price points: $0.99 - expensive ; $2.2 - very expensive*
35 *Source: InMobi
38. MADE IN INDIA, MADE FOR THE WORLD IS ALREADY
A SUCCESS STORY.
ESPECIALLY IN DIGITAL PRODUCTS & APPS
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39. THE CHALLENGES OF INDIA
• Poor broadband penetration and speeds: impact size of app downloads
• Varying hardware specifications to cater to
• Consumer reluctant to pay for value adds and digital goods
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40. THE SOLUTIONSTO CHALLENGES
• Free-To-Play / Freemium advt. supported games
• Casual / ultra-casual games with smaller downloads to appeal to larger base
• Localisation - both in content and context
• Micro-transactions / subscription based monetisation.
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41. IN SUM
• The India opportunity is one of both numbers and beyond
• India is many countries in one - with several lucrative segments for digital products &
gaming
• India’s rich history, diversity and entertainment industry offers huge opportunities for
mobile games
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