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Mitesh Gangar, PlayerzPot, Marketing and Advertising News, ET BrandEquity

Mitesh Gangaa

Backed by support from diverse demographics, all stakeholders in the online gaming industry are working hard to help young entrepreneurs enter the game. By doing so, he is building a platform to help create jobs and introduce his high-tech solutions to entertainment and gaming.

Gaming brands hope the government will take note of the potential and create a regulatory framework that addresses the concerns of all stakeholders in this growing industry.

PlayerzPot co-founder and director Mitesh Gangar said the GST is being proposed as it could disrupt the industry’s current economy and slow its growth momentum by tightening cash flow. He said a tax increase from 18% to 28% was proposed. But the industry will adapt quickly to the new tax regime.

He added that since the move involves online gaming under a legal framework, its credibility on a global level alone will attract investment.

Edited excerpt:

1. Online games have grown considerably. How do you see this trend in the next few years?

The online gaming industry has shown a heightened global interest during the pandemic. There were users over the age of 60, in addition to young gamers from all over the world who broke the stereotype of gaming as an isolated hobby and connected beyond the comfort of their homes. No wonder the Indian gaming industry is forecasting faster growth momentum. According to a KPMG report, the online gaming sector is expected to grow to 510 million by the end of 2022. So that comes to $3.84 billion.

Supporting such growth is unprecedented demand in gaming, especially among Gen Z and millennial players. Most of them plan careers as gamers or entrepreneurs in this industry. Noting this development, the government is also promoting efforts to make online gaming in India a serious revenue and job generating sector.

The online gaming market is expected to grow exponentially in the coming years with increasing regional penetration and the adoption of advanced technologies such as NFTs, blockchain, and 5G internet.

2. How can brands leverage the online gaming industry?

The global online gaming market is expected to generate over US$200 billion in revenue by 2023. The pandemic has helped people explore and realize online gaming opportunities. Currently, this industry attracts advertising because of its user base, which has a diverse target audience of customers in other industries.

Many well-known brands are leveraging gaming as an engagement channel for live streaming, sponsorships, product placements, and more.

As gaming has become a powerful means of socializing, the industry has become another avenue for successful influencer marketing. Popular gaming influencers with large followings on social media channels are actively sought out by brands for endorsements and sponsored content. Technological advances have made it possible for platforms to check if a player is viewing an ad in its entirety.

Similarly, platforms can also play ads that users appear to be watching without stopping.

3. Game monetization is a promising area. How do you see advertising impacting brands through online gaming in India?

Comparing the current gaming scene with the gaming scene ten years ago, we can see that the tables have changed dramatically. Gamers who struggled to fit in became influencers. They’re adding value to the next generation of gamers with their content, and brands are leveraging their huge follower bases to reach their target audiences much more effectively.

Marketing and advertising both play an important role in growing the customer base for online games. It is very important that we communicate appropriate messages to our users and spread awareness about our services, new products and other related information (offers, prizes, contests, etc.) through multiple marketing channels.

In addition to these touchpoints, brands use mobile marketing to delight and retain users throughout the engagement funnel. By using promotions to simultaneously promote fantasy and casual games in their apps, brands are using mobile marketing to generate revenue and grow their user base.

4. Which industries tend to benefit more from the rise of online gaming?

Various industries are looking for investment opportunities with the huge user base of online games. Telecom companies think he’s one of the players that’s benefited the most. This is because telecom brands have analyzed the potential of this industry during lockdown and have already started investing heavily.

A quality network with uninterrupted connectivity is critical for a satisfying gaming experience. Profitable areas such as cloud gaming are focused on enabling 5G service providers to offer low-latency, high-bandwidth connections. Telcos entering the 5G era in India will boost smartphone penetration and improve access to high-definition online games across a range of devices.

5. How is data protection ensured in the gaming industry?

India does not yet have adequate comprehensive regulations for online gaming and fantasy sports. This situation leaves players and their data vulnerable to cyber fraud, theft, and even situations where the platform permanently freezes suspicious accounts.

In a regulated environment, all businesses are required to comply with data protection laws, but are subject to rigorous audits for specific requirements. Brands already use advanced data analytics to detect fraud and cheating, but they can also monitor login activity and switch devices.

Therefore, gaming platforms must work with technology companies and governments to create robust solutions to protect consumer data and maintain consumer loyalty.

6. What are the challenges facing the real-time gaming industry?

One of the major challenges facing real-time gamers is high-speed internet and bandwidth availability. Reducing latency and ping is critical to providing users with a real-time gaming experience. Today, game developers utilize high-end technology, complex AI, and design elements that require premium his hardware, software configurations, and great connectivity. We hope that 5G connectivity will address many of these pain points and maximize the best possible gaming experience on today’s best internet connections.

7. How do you see the expansion of blockchain gaming in India?

Gamers have upgraded from single player video games to multiplayer online games. Setting the next stage in entertainment are blockchain games that allow gamers to play and earn money in real time. Blockchain has already proven its transparency and trust in other industries and will be widely used to create a win-win situation for developers and gamers.

The high degree of innovation coupled with the application of blockchain technology helps developers envision, design and develop dynamic game interfaces based on gamers’ specific interests and preferences.

8. What is the biggest challenge for the industry?

Since the pandemic, the Indian gaming industry has been booming. However, fantasy and mobile games have been erroneously associated with gambling. This is due to the lack of rules and regulations that distinguish between gambling and ethical online gaming.

Therefore, we still have to make significant progress as far as legalization and government approval of the online gaming sector is concerned.

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