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Both state-run operators-MTNL and BSNL-are looking up to games-on-demand (GoD) as they are both experimenting with compelling gaming strategies to attract broadband users.

BSNL Chennai Telephones has recently rearranged its pack of online games, and is now even providing it as a freebie on few monthly plans. The games-on-demand service enables DataOne users to choose and play from a catalog of over 300 games without ever needing to purchase any of the games. Games are being offered either as freebie on select plans or on monthly rental.

The catalog features international gaming addictions such as Need for Speed, FIFA, BattleField, Age of Empires II, Brian Lara's Cricket, Lara Croft Tomb Raider and Hitman. The premium package also contains over fifty educational games. It has also proposed to add new games every month.

Last December, MTNL introduced a new high speed unlimited broadband plan with unlimited games-on-demand service at Rs 1,350 with 752 Kbps speed. The two operators have tied up with Indiatimes for the gaming services. Though these services have not yet clicked with the Indian broadband users, but the operator strategy is well timed. Indian gaming industry is bound to grow in two-digits in 2010. The PC and online industry is expected to clock a CAGR over 36% between 2009-13. The primary growth drivers for PC games in India are the growing broadband subscribers, multi-functional nature of PCs, and availability and price points of PC game titles.

Gaming is likely to come up in a big way in India. This is why even the DTH players, like Reliance BIG TV, want to take a share from it. Reliance BIG TV has inked an agreement with Indiatimes to introduce DTH gaming services.

The focus on gaming will help PSUs compete with private broadband service providers, but conditions apply. Over the years, both operators have failed to market their services rightly. Close competitors like Reliance Communications, Bharti Airtel and Tata Teleservices too have their gaming packages.

While BSNL has about 20% share in the broadband market, MTNL has been recording remarkable growth in this space. Designing freebies and low price packages may give them some more speed growth.

Though the initial response to the present schemes has been lukewarm, but if sold smartly the operators can hope to kick start some action on the gaming front.

Heena Jhingan
heenaj@cybermedia.co.in