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  • Writer's pictureDolly Gupta

The Best Game Marketing Strategies in India

The Indian gaming industry is exploding, predicted to reach a valuation of $3.1 billion by 2023. This growth trajectory is fueled by the country's burgeoning young population, increased mobile usage, and high-speed internet access. However, the real challenge lies in effectively marketing a game to tap into this massive potential. Below are some tailor-made strategies to make your game a hit in India.

However, to harness this potential, a tailored marketing approach is critical. Here are the top game marketing strategies that can help you make a splash in the Indian gaming market.


Top Game Marketing Strategies for Success in India


#1. Understanding the Local Audience

India is a tapestry of various cultures, languages, and traditions. As per a report by the Internet and Mobile Association of India (IAMAI), regional language users are expected to account for nearly 75% of India’s internet user base by 2021. Localizing your game by translating text, adding regional characters, and incorporating local elements can go a long way. Games like "Ludo King," which gained over 50 million downloads, owe their success to resonating with local tastes.

#2. Harness Social Media and Influencer Partnerships

India has the world's highest number of Facebook users (over 320 million as of 2021), not to mention a booming Instagram and YouTube scene. Leveraging these platforms through targeted ads can give your game unprecedented visibility. Moreover, partnering with local influencers can provide an extra edge. Around 70% of Indian consumers trust influencers, as per the Influencer Marketing Benchmark Report 2021, making this a viable strategy.

#3. In-Game Ads and Freemium Model

Around 85% of mobile gamers in India prefer free-to-play models, according to a survey by Cyber Media Research. Hence, a freemium model, complemented by in-game ads, can be profitable. The key is to make ads non-intrusive to retain user engagement. India's mobile advertising market is expected to grow at a CAGR of 22.4% from 2019 to 2024, suggesting a promising revenue stream.

#4. Partnerships and Collaborations

Collaborating with well-known brands can provide an invaluable boost. A relevant example is the tie-up between PUBG Mobile and Bollywood movies for thematic events, which attracted millions of views and engagements. The power of cricket in India can't be ignored either; a game associated with the Indian Premier League (IPL) can garner massive traction, given that the IPL had a viewership of 405 million in 2020.

#5. Local Events and Tournaments

India hosted more than 100 eSports tournaments in 2022. Hosting local events and online tournaments can not only improve game visibility but also foster community engagement. Prize pools in such events have gone up to INR 1 Crore ($134,000), attracting not just players but also sponsors and media attention.

#6. User Reviews and Feedback

Word-of-mouth and community-driven marketing are powerful tools in India. Approximately 88% of consumers trust online reviews as much as personal recommendations, according to Bright Local's Consumer Review Survey. Therefore, showcasing genuine reviews and maintaining an active feedback loop are essential.

#7. Leverage Big Data and Analytics

The big data analytics market in India is expected to reach $16 billion by 2025. Utilizing analytics to track user behavior, refine marketing strategies, and evaluate ROI can significantly amplify your campaign's success.

#8. Affordability and Diverse Payment Solutions

Considering 40% of the country's population is unbanked, offering alternative payment solutions like UPI, Paytm, cryptocurrency, net banking, or NEFT can dramatically increase in-game purchases.


Conclusion

With the Indian gaming market on track to reach $3.1 billion by 2023 and a user base of 365 million online gamers, the need for strategic marketing is more crucial than ever. Utilizing influencer partnerships along with offering diverse payment options are key to unlocking this market. Data analytics, expected to be a $16 billion sector by 2025, will serve as the backbone for optimizing Game Marketing Strategies in India. Tapping into local preferences and leveraging data-driven insights are essential for establishing a strong and profitable gaming presence in India.

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