Witzeal will spend Rs 200 cr on marketing in 2022-23: Ankur Singh

With roughly 7.3 billion downloads in recent years, the Indian gaming business, together with the M&E market, has become one of the fastest expanding sectors in India. In the Real Money Gaming (RMG) market, Witzeal, a start-up founded in 2016, is establishing trends.

To raise a start-up platform like Witzeal, innovation and creativity are essential.

In conversation with Adgully, Ankur Singh, CEO, Witzeal, speksabout the online gaming industry, its growth, out of the box innovation in technology, Real Money Gaming sector etc.

The online gaming sector in India is growing exponentially at a high rate. In the world of similar looking Fantasy, Strategy and Action Games, how has Witzeal positioned itself with out of the box games like online skill based casual card games and real money games? 

Big Cash, Witzeal’s multi-gaming platform, since its launch in 2019, has grown dramatically in line with the industry. Big Cash offers 16 skill-based real money games (RMG) in the Cards, Casual, and Fantasy categories, all developed in-house, with the goal of developing and presenting futuristic games and features in real money gaming.

Witzeal today has hit a new milestone as it surpasses 29 million registered users, clocking in 1.2 million daily active users monthly. Witzeal’s positioning in the business has been boosted by deployment of its state-of-art technology and the offering of a unique user experience. The inculcation of a live video calling feature has gained huge traction, as it provides customers with an unparalleled experience. Furthermore, Big Cash allows users to create their own private table and play with family and friends whenever they want, thereby establishing a social gaming network. We intend to carve out a position in the online gaming landscape incorporating innovation and technical advancements, and we're committed to developing and bringing new age games and features for people of all ages.

How will these innovations created by Witzeal help grow the brand value?

Witnessing a diverse user base and emergence of technology in the industry as well as on our platform, it becomes paramount to understand the distinct user requirements and cater to each and every player. In-house developed games allow us to comprehend the data – user requirements and the same aids in designing engaging and appealing content for the players.

Furthermore, having in-house technology is important since it allows us to innovate based on input from our customers, as well as create a secure and safe playing environment. A customised gaming experience further improves the gaming experience beyond entertainment. As a result, gaming is increasingly being considered as a noble job.

Innovation plays an important part in providing unique user experience not only limiting to a particular user, but as a community/ friends who would like to play together and enjoy the entertainment which like mentioned earlier, we achieved through our live video calling feature.

How do you see the future of non-arcade and action games in India, like online card games, in the playground of PUBG, Call Of Duty and Cricket Fantasy Gaming? 

Gaming was essentially regarded as and referred to as ‘Video Games’ before even the turn of the century, being seen as somewhat of a vice rather than a source of entertainment, as it has become now. The online gaming industry is growing and becoming quite competitive with various niche segments, where non-arcade and action games seem to hold a prominent position. Moreover, Card Games are becoming a vital part of the Indian culture, whether it is a social gathering like Janmashtami, Diwali, or any casual get-together. Therefore, the user base in online card games like rummy and poker is anticipated to grow tremendously in the coming years.

Currently, over 20 million people play fantasy games in India, and the number is estimated to reach 150 million in 2022. With so many people turning to fantasy sports, the market segment is expected to accelerate in the coming years. According to a FICCI-EY report, the Indian fantasy sports industry is slated to touch $2.5 billion in 2022. The craze for the cricket in India is only growing and with more and more people actively participating in fantasy sports, the industry is set for a boom.

Similarly, if you look at card games, the popularity has been increasing tremendously because of the application of mind and skill sets required to win the games. Also, these games are uniquely positioned to attract all age groups irrespective of gender. We are observing a growth in users in our card games segment over the past couple of years.

What trends are you expecting for online gaming after the Government's keen interest to support the gaming industry in this financial budget?

Gaming as a segment is poised to gain with the current initiatives of the government to set up a task force for AVGC sector. The move is anticipated to build internal capabilities to cater to domestic and international demands and shall provide the much-needed push to gaming companies and developers. Mobile connectivity and broadband especially in rural India, will further boost the Gaming sector and will help the reachability to mass consumers. Initiatives for 5G and other technologies like AI and block chain coupled with benefits for start-ups shall fuel the growth of gaming companies across the industry in India.

Another trend that the online gaming industry is witnessing is media penetration. The brands have been heavily investing in digital marketing, where the potential users prefer to spend a significant amount of time. With a budget of Rs 200 crore for the year 202223, we plan to utilise this budget for marketing and branding exercise and have recently partnered with prominent OTT and UPI platforms like Disney Hotstar, MX Player, Google, Facebook, Wynk Music, Phone Pe, etc to garner more visibility.

The introduction of 5G will drive the gaming industry of India to new heights thereby enhancing the overall gaming experience across the regions in India. It would not only improve the speed of mobile internet, but it will also assist to minimize congestion to a considerable extent. The emergence of artificial intelligence (AI) and blockchain has made this business more interesting and accessible. Digital payments and cyber security are anticipated to be seamless and efficient more than ever gaining the trust and confidence of players.

What is the RMG segment and what are the factors responsible for deeper inclination towards it?

In a developing market like India, the term "real money gaming" can be interpreted in a variety of ways and is frequently used as a blanket term. Fundamentally, RMG is a type of online game in which real money is wagered on the skills applied and consequently game's outcome and a monetary prize is awarded.

The online real money gaming industry in India has become one of the most rapidly growing industries in the country. Due to a number of favourable factors, such as the government of India's 'Digital India' initiative, which encourages and aids people across the regions to utilize internet at affordable rates, a young and tech-savvy population, the sophistication in digital payments, and overall technological development, it has emerged as an important avenue for gamers. Real money gaming is popular and preferred among gamers because it offers variety, user experience, and caters to all age groups. RMG offers various incentive schemes (such as cashbacks, referrals, and discounts) that are structured after analysing user appeal and interests, utlizing data and algorithms. Additionally, Consumers' cognitive processes are emphasised extensively in real-money gaming, which helps to cultivate conscious abilities and improve overall behaviour.