wordpress blog stats
Connect with us

Hi, what are you looking for?

, , , ,

Nazara Launches Airtel Games Club In Africa

AirtelAirtel has partnered with UAE based mobile games company Nazara Technologies to launch Airtel Games Club, a flat-fee mobile gaming subscription service in Kenya, Tanzania, Nigeria, Ghana, Uganda & Zambia. By the end of this year, the company plans to make the service available in all 14 countries in which Airtel operates in Africa. This rollout has taken quite some time: Nazara CEO Nitish Mittersain had mentioned about being in discussions with Airtel in January 2013, when the company had just launched its Africa operations.

Nazara both develops and distributes mobile games. Last year, it had inked an exclusive alliance with Electronic Arts (EA), allowing it to offer EA’s portfolio of mobile games to telecom operators across 49 countries in Africa including Nigeria, Kenya, Tanzania and Ghana. It appears that this portfolio, along with those from other gaming companies, are being distributed in Africa via Games Club. Games of offer include fairly successful games such as FIFA 14, Need For Speed and Bejeweled.


A few months ago, it had launched a subscription-based gaming portal called ‘Games Lounge’ for Batelco’s postpaid and prepaid mobile customers in Bahrain, and in the past, it has run Games Club for Airtel in India. Other Nazara businesses include Playcaso, an iOS and Android developer/publisher brand; nzLabs, a work-for-hire apps studio and gCity, a social gaming platform. It had also acquired BuzzCity’s mobile games and applications portal Djuzz and mobile social networking property MyGamma in January 2013. Mittersain had said in January that the company was also planning to expand operations to South Asian markets such as Thailand, Malaysia and Vietnam.

With Mobile VAS in India more or less dead, companies like Nazara who have so far relied on telecom operators for bringing them customers don’t really have a choice but to look overseas, and look at building an apps business (which it has done with games like Slice The Ice).

In India, mobile VAS based subscription businesses are on the decline, because of significant limitations on promotions via SMS and outbound dialers, but more so because of a double confirmation regime enforced by the telecom regulator TRAI, necessitated by massive consumer fraud (false billing) in the space.  Mobile VAS activations declined by 56% between June and July this year alone, according to data collected by the telecom operator TRAI. Mobile VAS complaints have also declined by 91% between June and August 2013/

Advertisement. Scroll to continue reading.
Written By

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.



The Delhi High Court should quash the government's order to block Tanul Thakur's website in light of the Shreya Singhal verdict by the Supreme...


Releasing the policy is akin to putting the proverbial 'cart before the horse'.


The industry's growth is being weighed down by taxation and legal uncertainty.


Due to the scale of regulatory and technical challenges, transparency reporting under the IT Rules has gotten off to a rocky start.


Here are possible reasons why Indians are not generating significant IAP revenues despite our download share crossing 30%.

You May Also Like


Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...


135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...


Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...


By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Your email address:*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ