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Airtel Launches Subscription Model With GamesClub; Cross-Operator Opportunity

Bharti Airtel has launched GamesClub, a zone which allows users flexible models for accessing games content, reports TelecomTalk. This appears to be the first such deployment of a subscription model for games in India. Airtel appears to be populating the site with games at present - two days ago, there were just 14 games for the N95 available (screenshot), and now there are 23. There appear to be 26 games on the site at present. The domain Gclub.in appears to have content from multiple content providers, but has been registered by Nazara Technologies. Pricing Innovations around pricing models for games aren't new: Greystripe and Hovr also tried advertising supported free games, but white-label it for companies like Indiatimes and Zapak, given the cost associated with even marketing free games. It's been a while Reliance Communications tried out sachet based games with group company Jump Games a few years ago, as well. GamesClub isn't only about game subscriptions, though: they're offering consumers the opportunity to choose the games they want. 1. All You Can Eat: Users can download as many games as they want for Rs. 5 per day or Rs. 30 per week. They can unsubscribe from the service by SMS'ing unsub gc to 56363. 2. Pay Per Play: Users can pay Rs. 3 per session for playing a game 3.  Buy the game How It Works Users can download any game they like, and the game is installed with an Airtel GamesClub wrap-around. Unfortunately, this works only for Airtel Live (screenshot), GPRS plan, users, so I…

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Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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