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@IAMAI MVAS: “What’s in a Game? It’s All In The Name”; Only 2-3 Players In Mobile Gaming In India?

It’s all in the name of the game; that the point that Zubin Dubash, GM VAS for Tata Teleservices drove home, responding to a point on issues around mobile gaming. Dubash said that for the customer, its initially the name that he sees on a game deck of a WAP portal. If a game is called Tetris – he knows what it is, he’s played it before. If it’s a Don Game and or an Om Shanti Om game – he can visualize it, and knows what he’s buying. But if there’s a game called Combat Tank Attack – he is likely to ignore it. Fortunately or unfortunately, that’s only guarantee to why a game is downloaded is because there is no option to preview a game.

Dubash was responding to a comment by Salil Bhargava, CEO of Jump Games, on the issues around mobile gaming. Bhargava said that quality is the biggest problem – You spent Rs. 50, and finished the game in one try. That is not what gaming is all about – it’s about a challenge, and a person consuming the content again and again. Three years back, there were 15 different companies who did various value added services – heard gaming was a new buzz word, and jumped into it. For them, creating a game was a 1 week job. Jump takes 6 months to make a game. Quality Assurance (QA) is a very important part of what we do. In Europe, there is something called a three strike rule – if you game gets 3 complaints, you get blacklisted by the carrier.

Operators in India are demanding quality games here as well. In India, there are two or three players left in the mobile gaming space.. There’s a significant skill set required. As the quality of games is improving…a couple of operators are saying that 30 percent of their mobile entertainment revenue actually is coming from games. You’ll hear about bluetooth games and multiplayer games being launched – that’s all just to get into the press. The bread and butter of this business remains single player simple casual games. The most downloaded game of all time is Tetris. It’s a simple and challenging game. It’s not the same every time you play it. This is what drives gaming.

@IAMAI MVAS Conference – Our Complete Coverage
Too Much Mobile Marketing Hype; “Lets not undercut each other on pricing”
Why MMS Failed; Paid Vs Free Push SMS Services
“What’s in a Game? It’s All In The Name”; Only 2-3 Players In Mobile Gaming In India?
“Opportunity for a bank to become an MVNO” – Ravi Shankar of Yes Bank
Consumer Segments & Content; Ad-Funding vs Ad-Subsidized

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