The gaming industry has repeatedly appeared in the list of top offenders of the ASCI Guidelines and Code of Conduct, along with the legal advertising rules in force in the country. Also this year, gaming as a category contributed to 4% of ad violations in the semi-annual complaints report released by the country’s self-regulatory advertising agency.
Gaurav Mehta, Chief Marketing Officer, Zupee, commented on why the gaming industry continues to be one of the top violating industries for ASCI’s Advertising Code of Conduct and Guidelines. ) and skill-based betting industry with gambling.
“If you look at the list of these offenders, there are many offshore gambling sites under the guise of content sites, news sites, etc. that advertise massively on broadcast and on digital media. Because they are based offshore, they have not followed the letter and spirit of guidelines with the regulations of the country,” he claimed.
Furthermore, he also emphasized that the distinction is not very strong and the situation of the gambling industry in the country in terms of advertisements is that because of the crimes and misdeeds of the offshore gambling sites, it is the RMG sector in the country that is in is cast in a bad light.
“The RMG industry has been very compliant when it comes to advertising and disseminating disclaimers when advertising is rolled out in any of the media. If you really look at one of the big advertisers of the RMG industry in recent years, they’ve done marketing in a way that they distribute information properly and as prescribed by ASCI in the internal codes,” he said.
When asked what led to the creation of Zupee, Mehta stated, “In the past three to four years, the RMG category was mostly about fantasy games like Cricket Fantasy, Sports Fantasy, etc. And the other category was card games like Poker, Rummy , etc. But it was Zupee who discovered that there was another angle or large segment within the RMG industry that went untapped: casual and board games.
Furthermore, Mehta also emphasized that from an innovator and creator perspective, Zupee had decided to enter the casual and board game sector within the RMG industry in 2018.
“The first game Zupee had supplemented with skill-based elements, after inception, was ‘ludo’ and since then the growth has been tremendous as we target an audience that has been untouched by the fantasy and card game cohorts of the RMG industry “, he said.
Highlighting Zupee’s growth journey, Mehta stated that it is one of the fastest growing online RMG companies in the country and has a market share of 95% within the casual and board games segment.
“We have over 70 million users installing our platform – and that too in an industry that previously didn’t exist within the RMG industry, which is one of the fastest growing industries in the country and as of now over $2.3 billion worth it,” he added.
When Mehta was asked how Zupee’s advertising strategy has fared so far, he determined that through innovations it has appealed to an audience that didn’t cater to the fantasy or card game cohorts.
Giving perspective on Zupee’s media strategy, Mehta said, “We’ve actually taken gaming all the way to a new audience through more focus on digital marketing in the first few years. But lately, in the last eight to nine months, we’ve ventured into traditional media, including TV, radio, etc.
According to Zupee’s Mehta, their media mix is curated so that customers can make an informed decision before visiting the platform to achieve the desired value.
“Our creative or narrative strategy is to make sure we provide all the information we can in the easiest way possible, so that if someone is thinking about downloading Zupee, they know exactly what needs to be done to extract value from the platform. said Mehta.
On a slightly nostalgic note, Mehta also recalled that previously it was mainly the fantasy and card game cohorts within the RMG sector that had aggressively invested in digital and offline media and led to the formation of the RMG sector in a meaningful way.
While revealing Zupee’s long-term goals, Mehta emphasized that since the leisure and board game industry is one of the youngest members of the RMG universe, the main goal is therefore to increase the category’s adoption through marketing efforts.
“We also want to ensure that our marketing efforts are focused on education. For a new category to do well, you need continuous participation from the users and that only happens if they are educated at all times and are aware that the platform is thinking of them and is spreading accurate and correct information to their audience to get informed choices,” he said.
According to Mehta, their biggest differentiator or USP is that they enjoy the first-mover advantage in the casual and board game category within the RMG universe.
Moreover, the games that Zupee has rolled out include Snakes and Ladders, Carrom, Ludo, etc. and augmentations.
Zupee’s Mehta further emphasized that the gaming industry grew tremendously during the pandemic and interestingly it continues to grow even in the post-pandemic world as people saw a lot of functional and emotional value from gaming, which is why it is an important part of life become of the consumer.
Moreover, Mehta also claimed that their target audience is one of the largest potential audiences in the entire gaming universe. “There are certain rules that Zupee follows that prohibit children under the age of 18 from playing the game and that our games can only be played in the states where RMG games can be played within their territorial limits,” he stated.
“Gaming as an industry is inherently skill-based and so once the distinction and story between the two becomes clearer, the majority of the country will allow these games,” added Mehta.
While sharing his views from the industry perspective, Mehta also expressed hope that once the industry grows and becomes bigger than what it is today, a unified policy network that takes into account the interests of all stakeholders would be most welcome .
When asked how the continued rollout of 5G will provide additional momentum to the gaming industry, Mehta replied that the latency optimization that comes along with the advancements in technology will do wonders for the gaming industry in the form of more immersive gameplay and more augmented and the virtual reality based gaming sectors will gain hugely with the rollout of 5G.
In addition, Mehta said, shedding light from a brand perspective, “I think and hope that Zupee is one of the most loved internet brands by consumers in the country, industry agnostic.”
Finally, he said that with the rollout of 5G and cheap data accompanied by better handsets, the gaming environment will only grow in leaps and bounds and nothing could prevent India from becoming a global gaming powerhouse. level and export unique properties, titles and newer ways of international gaming.