Future forward: Saroj Panigrahi on Games24x7’s brand rejuvenation journey

In the dynamic landscape of online gaming, Games24x7 has recently embarked on a brand rejuvenation journey. Against the backdrop of significant regulatory changes and industry shifts in 2023, Saroj Panigrahi, Chief Operating Officer, Games24x7, shares insights into the purpose behind this transformation and its alignment with the organisation’s long-term goals. He also discusses anticipations for the year ahead, strategies to capitalise on emerging opportunities, and the role of technology in shaping the future of the online gaming industry.

Games24x7 has recently undergone a brand rejuvenation exercise. Given how the year has been for the industry, could you elaborate on the purpose and objectives driving this transformation?

2023 has been a significant year for the online gaming industry in India. There have been positive developments by way of the Ministry of Electronics and Information Technology (MeitY) being appointed the nodal ministry for online gaming and striving to put forward a regulatory framework for the sector. There have also been some challenges posed by developments like the revised GST framework; however, this move also brings clarity to the taxation framework, and pushes businesses to rebuild and reboot. As we adapt to this new environment, we remain committed to bringing exceptional experiences for our users and contributing to the responsible growth of the industry.

The new visual identity of the Games24x7 corporate brand has been carefully crafted to highlight the core idea of developing fun and entertaining games based on the foundation of scientific thinking. The branding exercise brings fresh vigour and a positive outlook for 2024 when we move forward into a new landscape for the online gaming industry in India.

How does the brand rejuvenation fit into the long-term goals of the organisation?

As we move forward, the new visual identity serves as our commitment to innovation, and our brand values of being objective, creative, goal-oriented, user-centric and why-centric objectivity, and by consistently pushing the boundaries to deliver the most trusted, exciting, and rewarding gaming experience for our consumers. We are dedicated to seamlessly merging entertainment with cutting-edge technology.

In addition to that, the essence of this branding exercise is not only to provide exceptional user experiences but also to celebrate the teams behind these innovations. The brand rejuvenation represents a strategic investment in our future, reinforcing our identity, values, and strengthening our position with a legacy almost 18 years strong at the forefront of innovation in the gaming industry.

In light of recent regulatory changes in the online gaming landscape, what are your anticipations for this year? Does the rebranding initiative reflect any specific responses to these regulatory challenges?

Given the recent regulatory shifts in the Indian online gaming landscape, the path forward for gaming companies demands a strategic approach to navigate challenges and seize emerging opportunities.

In 2023, amid regulatory challenges, we soared, achieving unparalleled growth by engaging 10 million+ users monthly, cementing our status as India’s gaming haven. As we stride into 2024, we look forward to elevating the Rummy and Fantasy experience in India while collaborating with the government to forge a robust gaming framework.

Beyond cricket, what steps have you taken to capitalise on other sports for your fantasy sports platform, My11Circle?

Our recent collaboration with Pawan Sehrawat as the brand ambassador for the “Ab My11Circle Banega Kabaddi ka Naya Maidaan” campaign embodies our commitment beyond cricket to provide a platform to indigenous sports such as Kabaddi. By tapping into the combined enthusiasm of sports fans and gaming enthusiasts, we aim to not only expand our platform’s reach, but also solidify our position as the go-to destination for thrilling fantasy sports experiences across diverse sporting landscapes uniting the many folds of our country. This strategic move aligns with our broader vision of leveraging major sporting events like the IPL, Cricket World Cup, Pro Kabaddi League, and more.

How does the company plan to enhance user engagement and overall experience in 2024?

Our company is consciously built on a foundation of scientific thinking, which demands high levels of objectivity and respect for what data says. This philosophy is woven into our operational ethos, termed the ‘Science of Gaming’.

We leverage cutting-edge technologies such as artificial intelligence, data science, and machine learning to display highly curated products and deliver hyper-personalised experiences to our users.

Our user-centric and personalized approach places the needs and preferences of our players at the forefront of our business operations. This user-centric, data-driven approach, combined with our robust technological infrastructure, propels us to meet the escalating demand for innovative and engaging gameplay.

Hyper-personalisation is key for us to identify a player’s gameplay propensities and curate journeys for that user.

What emerging technology trends do you foresee in the online gaming industry in the upcoming year?

As per industry reports, India’s online gaming segment is projected to contribute more than half of the media & entertainment sector. This growth is underpinned by India’s vast user base, with people actively seeking diverse entertainment options, and online gaming emerges as a prominent gateway to fulfill this demand. The integration of cutting-edge technologies that fuel hyper-personalised and immersive experiences will be the driver of this growth.

The role of AI and DS in reshaping the gaming landscape cannot be overstated. These technologies are set to redefine the rules of engagement, enabling the creation of gaming experiences that adapt seamlessly to each player’s unique preferences. AI algorithms will power dynamic gameplay, while data-driven insights will enhance content creation, ensuring that the gaming experience becomes more tailored and engaging.

Additionally, the rollout of 5G networks promises enhanced connectivity, reducing latency, thereby providing a seamless gaming experience.