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| Zapak, ADA & Intel presents 'The India Gaming Summit 2008' |
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Company Brief
Mumbai, November 27, 2008
Zapak Digital Entertainment Ltd, India�s largest online gaming portal, a Reliance ADA Group company along with Intel presented The India Gaming Summit 2008 on 21st November at Nehru Centre, Mumbai which was a grand success. There were panelists from Zapak, EA, Intel, Reliance Entertainment, Mindshare, Kreeda, Channel [V] and more.
A part of the summit was dedicated to Marketing & Advertising � Strategies & Case Studies in Gaming. The most interesting session of the India Gaming Summit was kept for the last. The session unraveled the �Indian Gamer�, his personality & his aspirations. Various brands have understood the opportunity with this evolving consumer segment. Several insights, strategies & case studies on how this consumer has been targeted by various brands were discussed.
The panelists for this session were representatives from the advertising fraternity. Mr. Arun Mehra from Zapak, Mr. Shantanu Sirohi from Interactive Avenues, Mr. Madan Sanglikar from Mindshare and Mr. Saurabh Kanwar from Channel V discussed about the gaming industry and using gaming as an innovative medium for brands to market.
Mr. Arun Mehra, Chief Marketing Officer, Zapak initiated the discussion by bringing light to the changing trends in the entertainment industry. Worldwide gaming is the largest entertainment revenue generator, in India gaming is one of the top five usage models on the Internet. He said, �50�s was about books and 70�s and 80�s about music; today it is about gaming! Everybody is a gamer in India. With 31 million visitors on Zapak and 6 million registered gamers, there is reason enough to say it.�
He further discussed the different options available to the marketer to advertise in games. There are in-games, advergames, game hostings, game frames, microsite, zone branding, on pack and tournament advertisements within the domain of gaming. All were discussed with examples. Case studies of brands going digital and exploring this new medium were brought up, like Colgate Maxfresh, Heri Honda, Gilette, Zippo and Burger King. The most evident example of gaming growing popular with marketers that was discussed was President Obama using a racing game to promote his campaign pre-election.
The existing exhaustive media structure was given light, and the need to look at gaming as a platform for newer advertising options was mentioned. Other important topics relating to the marketing fraternity like the need to change current price metrics or the media model were brought up. Gaming was discussed to be a part of the 360 degree communication model by the panelists.
According to Mr. Shantanu Sirohi from Interactive Avenues, �Why is gaming treated as separate, it is a part of integrated or the 360 degree communication. The bundling of services is much-needed, why do we need to unbundle them!�
Mr. Madan Sanglikar from Mindshare added his view and said; �It is important that the advertisers treat gaming as a marketing option to their clients, till they don�t recommend and convince them. More and more marketers, even the traditional ones are looking at gaming options.�
Mr. Saurabh Kanvar from channel V also shared some interesting facts; he mentioned that �Gaming facilitates highest advertising recall value with the gamer. The current generation does not want to be told what to do, they want to go out there and experience stuff. But we still fear risking. The day we start selling gaming the way we sell traditional media, that is the day when the marketer has understood the potential this medium holds.�
The session was very interactive and ended with a round of question and answer. A lot of important issues regarding the present advertising scenario and the role gaming can play to change it was discussed. The panelists, opinion influencers in their respective fields gave their insight to how gaming can benefit marketers and a need to look at it as a marketing tool. Over-all it was a great session and a huge success.
For further information, please contact:
Zapak Digital Entertainment Ltd.
Richa Anand
Mobile: 93246 20303
Email: [email protected]
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