As the Countdown to Diwali gathers pace, Indian gambling
portals and applications are being promoted, especially those that offer real
money games, as they bet big and get sales through targeted advertising
campaigns, and increase the marketing budget to reach the audience on different
platforms. India is the second largest gaming market in the world with over
9.33 billion mobile games downloaded in 2022 alone.
According to Harikrishnan Pillai, CEO and Co-founder of
TheSmallBigIdea, “As it stands, with the aim of reaching a specific audience,
brands have spent about 32% more on games than the last India registered about
390 million online players in 2021, of which 95 million players pay to play.
Therefore, the story that people who spend time in games that cannot be bought
is a myth. So Diwali or no Diwali is clearly an interesting advertising option.
Of course, in the RMG space, there are a few drivers that
stand out: one is cricket and the other is leisure. Ashish Seth, Chief Creative
Officer, Optiminastic Media, notes that this time of the year will see these
two engines drop, which will be very exciting to see how it will developbig
waves.
"I look forward to the fantasy sports campaign;
Dream11, in particular, stands out to me. They ran campaigns across all
channels. I can't wait to see how they use the combination of the two engines
of the RMG space - cricket and festival season,” said Seth.
Another gaming brand, PlayerzPot is gearing up for the
holiday season and is ready to engage players with its core lineup of free
games, casual games, and card games. The current season will also see many live
sports events like PKL, T20 Cricket World Cup, Football World Cup and other
high octane sports tournaments.
Sunil Yadav, CEO of PlayerzPot, is happy that the public is
enjoying card and casual games online. “To achieve this excitement, we are
offering a number of exciting deposits and cash offers across all of our
platforms. By engaging our 1 crore + users in an unprecedented way, we will be
promoting our brand with an exciting campaign, featuring our new Brand
Ambassador, Rashmika Mandanna, " he said.
Regarding Vaibhav Odhekar, COO and founder, POKKT, for the
gaming platform, the festive season started on Rakhi / mid-August and the
response from the media was better than expected. "This season, brands are
investing more in advertising and sports advertising as they are able to
generate higher completion and engagement rates compared to other media. Brands
have begun to allocate significant funds for sports media and their social
media," he says, adding, "We hope that this time is as useful for us
as it is for any other company. We expect to see growth in our business as brands
compete to spend the most on advertising.
Google Play
Another reason for sports platforms and advertisers to
celebrate is the pilot recently introduced by the Google Play Store, which
finally allowed the RMG app to be available in Rummy and Fantasy Sports in its
app store, for a limited time. One year trial, only time for taash. time.
However, Pillai warns that the biggest challenge for
advertisers is the lack of complexity, lack of or control system, as it is, and
the presence of a large number of false applications in the space .
"Building trust is important if the media is going to
go beyond sponsorship and esports competitions. Even Google Play's recent
decision to look at fantasy games and rummy, maintaining its focus on
sports-based applications and skills like chess and poker are going away,"
said. Even this small change in the business is a relief to many people who
work there.
“Due to strict brand
safety standards followed by our limitations for brands and media companies, this
product is not available as an APK application on our platform. We think this
is a good user base for some specific advertisers and what they are missing,”
Odhekar pointed out.
“India's online gaming industry is during a radical change
in terms of regulation and regulation. Google Play's announcement to allow
daily fantasy games and rummy apps has opened the way for talented Indian game
developers,” says Yadav.
"We are closely monitoring the pilot project and
following Google's instructions. This will help us make our presence felt on
the Google Store for more effective marketing. In legal support, we hope for a
clear, fair and inclusive government system that will regulate and promote the
work of the industry,"
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