One cannot equate skill-based real-money gaming with gambling: Gaurav Mehta

The online gaming sector in India is one of the fastest growing industries in the country. The popularity of card games among individuals of all ages is due to the conversion of offline games to the internet. In India’s online gaming business, skill-based games and fantasy games are the two genres that are developing at the quickest rates.

Whether it is Chess, Rummy, or Teenpatti, India has always been a hotbed of skill-based games. Long before video games and online games became popular, Indians were playing these games.

Zupee is a major skill-based online gaming start-up that recently launched its brand campaign – ‘Saara India Khelega’ – with the goal of transforming the country’s gaming culture.

Zupee’s gaming portfolio of ‘classic games’ is on a mission to foster skill-based gaming culture in India while also giving real money gaming social credibility. Ludo and Snakes & Ladders, two “traditional Indian games”, have a strong nostalgia quotient and are enjoyed by people of all generations. Zupee seeks to alter gaming culture in the country by making online gaming more skill and learning driven, having refashioned traditional games by adding more skill and strategy quotient.

In conversation with Adgully, Gaurav Mehta, CMO, Zupee, speaks about the Real Money Gaming genre, emphasis on classic games that have a high nostalgia quotient, the road ahead for the gaming industry in India and more.

How is Zupee standing out of the crowd of Fantasy and Real Money gaming?

At Zupee, our main aim is to create engaging and entertaining skill-based games that can be accessed by everyone, everywhere. The platform places mission-like importance on getting positive and immersive experiences to its users. With its gaming portfolio of ‘classic & board games’, Zupee is committed to promoting skill-based gaming culture in India. ‘Classic games’ like Ludo and Snakes & Ladders have a high nostalgia quotient and are loved by people across generations. The Zupee Classic and Board games have been refashioned by adding more skill and strategy quotients. The changes not only make the game more entertaining, it also infuses novelty factors which make it a different product from traditional board games. But most importantly, it supports honing critical thinking skills and learning amongst its users. We make universally popular games, which bring families together, remind you of the carefree days of childhood and fill you with nostalgia and positivity, while enhancing your cerebral capabilities.

What is your TG and how are you working out to capture and target the market?

The core audience is aged between 18 and 35. But our core philosophy of providing entertainment while imparting skills makes them extremely relevant for anyone over 18. We design games of skill that have a fine balance of complexity and learning, which makes them engaging and thereby, more rewarding. These games are our intellectual properties. At Zupee, we deliver a safe, secure and immersive gaming experience to everyone.

Why do you think the basic board games like Ludo, Snakes & Ladders, etc. will be a popular segment as seen in the campaign?

‘Classic games’ like Ludo and Snakes & Ladders have a high nostalgia quotient and are loved by people across generations. Packed with more skill and strategy quotient, Zupee games are doing their bit to transform gaming culture in the country by making online gaming more skill and learning based. Zupee is being presented as a quick in and out window to happiness and as a timeout from the daily hustle. This is because with Zupee’s simple games, one can always have a break that is short, positive; and adds fun, thrill and happiness. We innovate to ensure our games are an interplay of skill and entertainment that enables our users to earn while they play.

How has the campaign’s reception been? Could you share some insights?

Our new brand campaign, “Saara India Khelega”, aimed at revolutionising the gaming culture in the country, has started to deliver for Zupee. Overall searches for the brand have jumped upwards of 100%. Our MAUs and gameplays have also seen encouraging traction. New DAUs have led to a surge in user growth as well. Ad awareness rose steadily within three weeks, which has led to a positive buzz around the brand.

Are you looking for brand tie-ups and multiple brands playing venues like sports league?

There is a rush of online gaming brands participating in brand tie-ups for various sports leagues. This might be a future strategy to promote Zupee, but currently we are not looking at brand tie-ups. Our present focus is on strengthening our business fundamentals and our product offerings. While we are open to the idea of participating on multiple brands playing venues, we may explore an opportunity of this kind in future.

What is your take on real money gaming (RMG) becoming a thing?

Equating skill-based real-money gaming with gambling does not relate with each other. In the game of skill, mastering skill, strategies, and knowledge of the particular game is a must – such as at the end of the day, for someone to win or to perform optimally, skill and competence matters the most.

However, in any type of online game, the predominant factor in winning money is fate or probability, relying on the odds, which means that even if you are skilled, it does not guarantee you success. Secondly, the motivation of players, whether amateur or professional, is to play a game or participate in a gaming tournament for the fun, relaxation and/or social element, rather than just to earn money. The gaming ecosystem is fuelled by immense passion, commitment, and drive.

Which more gaming genres are you planning to foray into, other than classic games?

We will continue to focus on our strength areas, which is to amplify our classic games as well as casual and board games. Our primary focus remains the same, which is to utilise skill and strategy quotients to make our products more valuable, learning and entertaining.

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