'The gaming market is expected to touch $336 mn by 2009'

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What is the market potential of multiplayer gaming in India?
Traditionally, the gaming market is divided into various segments like the youth segment and the executive segment. These two have huge markets in India. Therefore, the market potential is huge and according to an estimate, the gaming market is expected to touch $336 mn by 2009.

Are telecom service providers ready for something like this?
Yes, the opportunity is right there for the benefit of service providers. We have been in touch with a couple of operators to discuss this. Our platform and games are widely tested with our customers outside India, and are applicable to both CDMA and GSM networks.

Jagdish Mitra, CEO, Canvas M

How does the technology work?
The technology is based on a platform that allows transfer of control to other players, and delivers a game depending on the device and network. The service is agnostic to network and device, and can be played using mobile with GPRS connectivity, or on PC with Internet access.

What are the latest international trends in gaming services?
At present, the trend is building communities around different games, as Web 2.0 is getting more and more hot. The other trend is using gaming as a brand promotion mechanism where games are built around brands. Finally, tournaments are a very effective tool of multiplayer games.

Popular multiplayer games in the global market include Second life, Space Wars, World series of Poker, 3D Pool Hall, Micro Spin Racer, Puzzle Bobble, Black Jack, Sudoku, Jelly POP, Backgammon, Reversi, Shuffleboard, Snake, Dominoes, Spades, and Chess. And the future of multiplayer gaming is based on all the trends mentioned above plus a huge opportunity to use gaming as a mechanism for digital promotion.

What are the additional advantages that multiplayer gaming offers to advertisers compared to the conservative medium?
The worldwide trend will move more and more toward games that are free to subscribers. Games can be free only if they are sponsored by brands. The biggest advantage gaming offers is the engagement with its base and solves the problem of opt-in, which is a key issue in promoting brands. Brands can then create a loyal consumer base and subscribers can build a target consumer base, which can be used for related products.

Can you tell us something about your promotional and investment plans?
We have an integrated promotional plan using all mediums of promotion–print/broadcast and the Internet, some of these are with service providers and some will be with the brands. Our service will also cover more than 70% of devices. We have earmarked significant investment for multiplayer gaming, as our platform is unique that allows both Internet and mobile subscribers to participate. We will continue to build the eco system of game developers. With our international presence, we will source and license some of the popular international games to India.

Arpita Prem
arpitap@cybermedia.co.in