Just Click and P(l)ay: Developers' innovative ways to monetise offerings

Jun 08 2014, 04:37 IST
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Indian smartphone users expect better quality and content in games but don’t want to shell out the moolah. Indian smartphone users expect better quality and content in games but don’t want to shell out the moolah.
SummaryIndian smartphone users expect better quality and content in games but don’t want to shell...

explains the revenue models for mobile app makers: “For developers, there are three basic options to choose from—paid apps, freemium apps (free apps with in-app purchases) and ad-based apps. Each option has its pros and cons. The choice of a revenue model would depend on the target market for the app. A paid app might do very well in the US or the UK, while a freemium app or a free app with ads might work wonders in emerging markets like India,” Vyas adds.

Games2win creates, publishes and distributes its own titles of mobile and online games. The Mumbai-based gaming portal claims to have one of the largest collections of proprietary games in the world with over 700 unique online games and over 50 unique mobile games. “Parking Frenzy, the company’s unique ‘parking game’, became the number one free game and number one free app on the US iTunes store in June 2012, driven to the top rank only by viral traffic and consumer popularity. Recently, Kursi Cricket—a game based on elections 2014—became one of the most popular games on Google Play with over half a million downloads. It is still going strong post-elections,” says Vyas.

Vdopia, a global leader in online, mobile video and rich media advertising, is increasingly seeing companies switching from the premium or upfront payment and ad-based models to the so-called ‘freemium’ model. “Under this, developers rope in more new players by offering games for free, but charging for in-app purchases at crucial junctures. Better genres and graphics get better valuation and as the number of downloads increases, so does the popularity of the game,” says Shivam Srivastava, director, business development, Asia-Pacific, Vdopia.

Vdopia is working closely with several national and international gaming publishers such as the makers of Talking Tom, Talking Angela and Need For Speed, among others. In the home turf, it has been working with Zapak and Games2Win, among others. “As per industry reports generated by Ficci and KPMG, the country’s total gaming industry is pegged at about R15,000 crore. The industry is set to rise to R18,000 crore by 2017 with a 40% annual growth rate,” adds Srivastava.

Kolkata-based Foreseegame, however, still banks on the traditional banner ads, which, as per Atish Roy, value innovator (head, creative communication) of the company, gives the advertisers better visibility. Foreseegame has seen brands like Puma, Dominos, Emami, Rupa and Sastasundar.com, coming out and advertising on their platform. “We

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