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Brands woo customers with DTH games


22 Mar 2011
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The game is currently available on Reliance Digital TV, part of Zapak’s parent company Reliance group’s DTH arm and Dish TV. Addition of more DTH companies will take some time, Agarwal said. “We will have to build the game from scratch for other DTH companies because there is a difference in the technology used by others as against Reliance Digital TV and Dish TV.”

According to Agarwal, the DTH gaming market is set to grow over the next few months due to various factors, the most prominent of them being the ability of using a game to target audiences. “Advertisements need to reach out to their target audience in innovative ways today. They can’t be in your face all the time. Games engage with audiences intimately. Also, with rising print and TV costs, it is not feasible for all brands to advertise on these mediums. DTH gaming can also deliver accurate numbers regarding the reach of the brand to its target audience. These games are also cheaper to create and maintain. All of these factors will help the gaming industry for DTH platform in the days ahead,” he said.

The scope to earn money from these games is at a very basic level though. The most popular model is ‘freemium’ wherein users play the game for free and gaming companies share revenues with DTH companies depending on the number of gamers. “The majority revenue goes to our DTH partners,” Agarwal said without giving any details on the deals.

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