Drivers of Online Real Money Gaming
India; A new pagoda for the skill-gaming industry.
There was a time when 2D snake game was a charmer. But the mobile screen size made a paradigm shift within a decade. With improvised quality possibilities for entertainment & knowledge are limitless.
We love to play & games made its way in the mobile market. Riding the wave of technology companies pushed limits & broke boundaries to a level of theatrics where more is less.
The speed with which online skill-games hit the market is mind-blowing. Gaming companies & gamers are in a symbiotic situation where both are extracting advantage out of another.
But what fuelled this growth?
Coordinated approach of social networks & social media are two evidential parts to shape the skill-game ecosystem.
But is it all? To answer the question, we need to dissect all the layers associated with skill-games in India.
Factors which formulated the growth of skill-game industry:
1. Information Technology Infrastructure
2. Business Partner / Employees
3. Player / Gamer
4. Game / Services
Information Technology Infrastructure:
We might rank low on the internet & broadband penetration race. But India rolled out affordable 4G connectivity exactly when skill-games needed it. With improvised connectivity came high-end low-cost mobile handsets, making it a cakewalk for gamers to get involved.
Since the hardware is improving every day so are gaming platforms. An average user spends 15% screen time on online gaming. The use of internet services saw a radical growth of 19% from 2012 to 2017. Where smartphone usage captivated it with an increased 47%, propelling the growth of online skill games.
Digital: the new way to pay.
An element which made skill-games popular is the association of real money winnings. The last couple of years saw a spike in the use of digital payment modes like mobile wallets, net-banking & others. As a result, deposits & withdrawals are effortless now. Leading to a smooth gaming experience.
Business Partner / Employees:
The stylization of old school marketing with a new attire called digital marketing gained the gaming industry a notable attraction. Where traditional methods cannot, digital marketing can & is doing it the most efficient way. It is refined, segmented & aggressive.
Another key contender to work in favour of skill-games is social media. The medium used by players to communicate with other players & game providers. Social media marketing is an innovative way to communicate with your users. The ration of customer engagement via social media campaigns is 36% with a future targeting up to 55%.
• Companies adopting digital media marketing 34%.
• Traditional marketing model not enough for 72% marketers.
• Digital media marketing revenue increased by 30%.
Serve the right way
Customer Relationship Management (CRM) practices got a new paint job for skill-game industry. You are serving your customers without any element of physical contact. This in a way minimizes our ability to convince someone. CRM adopted a consistent, seamless, high-quality experience for customers. Companies are more of relying on better analytics, alliance development & customer management. CRM is bridging the gap between user & business. Identify, Attract, Differentiate & Retain are the features every company is looking up to.
A conventional marketing strategy fuelling the skill-game industry. Affiliate programs promote company website, campaigns and in return receive revenue for the same. With affiliate marketing companies target new audiences, which is essential for growth.
Player / Gamer:
Easy internet access & high-end mobile devices resulted in a significant expansion of online gamers. Online skill-games share a considerable number of such gamers. Meeting up with these players requirements will open new corridors for skill-games. Player psychology is changing, if companies can tap it, they can expect massive growth.
Product / Services:
The real game changer is the product. Undoubtedly the key factor which determines the growth of games. Every game brings some individuality to the table, keeping in mind player needs. The more we tend to serve them with the right product, the better is the possibility to retain both new & old customers.
The concept of free play has traditionally attracted players to this ecosystem. A vital scheme to acquire new players. It is a perfect way to enjoy a game without any pay.
To sum up, the skill-game industry has found an impressive number of devotees in India. The question is: Will it show enough gratitude to retain them?