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Nazara To Roll Out Operations In Africa; On Middle East Ops, Ad Revenue, Platforms

Mobile games company, Nazara Technologies* is all set to commercially launch its operations in the African market. The company informed that it's at the marketing stage with a large number of carriers and at the integration stage with some, focusing on markets such as Kenya, Tanzania, Ghana, Uganda and Nigeria, among others. It's also looking at the South african market, for which it intends to take a different approach. The company had announced an exclusive deal with games company, Electronic Arts (EA), under which it had acquired rights to distribute EA mobile games to telecom operators across 49 countries in the African continent. Speaking with MediaNama, Nazara Founder & CEO, Nitish Mittersain informed that Nazara would offer a complete solution to telecom operators in these markets, wherein it would manage their entire gaming decks including taking care of end to end management, promotion, marketing, technology and content, similar to what it was doing in the Middle East. He stated some telcos would also be routing content from other gaming providers through the single integrated deck. Nazara would monetize through all possible models including the freemium try and buy model, subscriptions, in-app purchases and even advertising. He mentioned that the company intends to end the year with a strong footing in the continent, and that it was taking some time to roll out as the company has to set up separate entities in each African country separately, due to exchange control regulations. The company is also in talks with Airtel, with which it…

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