iWorld

GEMS | Monetisation, improved experiences required to level-up e-gaming in India: Dhaval Ponda

Tata Communications global head--M&E talks about growth drivers & bottlenecks for the industry

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/10/07/dhval.jpg?itok=VXyH6yPG

NEW DELHI: Gaming and e-sports is swiftly going mainstream in India and for the industry, it’s only onward and upwards from here. PUBG ban not withstanding, the sector is giving stiff competition to major sporting events while simultaneously attracting broadcasters, aggregators, players, and viewers – all the markers of a robust ecosystem of growth and success. 

However, there are still certain areas that need work in order to fully tap into the industry’s potential. At the first Gaming, E-sports, and More Summit (GEMS), presented by indiantelevision.com and AnimationXpress.com, co-powered by Tata Communications, this hot-button issue was taken up and thoroughly examined by industry experts.

Opening the two-day-long virtual summit with his keynote address, Tata Communications global head media and entertainment Dhaval Ponda shed light on the emerging trends, growth drivers, and barriers impacting the Indian e-sports and gaming industry. 

Read more news on gaming industry

While the Indian gaming crowd is growing at a faster click than the global community, it is still not getting the right monetisation and publishing support within the country, says Ponda. Indian gamers today make for 15 per cent of the global total but the domestic market size is less than 1 per cent in value. Indian game publishers are only 3 per cent of the global value. 

Though he insisted that things have started improving since 2018, there is still a lot of work that needs to be done in the sector of broadcasting and monetisation.  

“We are seeing that e-sports gaming content is now being treated by these broadcasters as good as tier-1 traditional sports, and is being watched by millions of viewers. So, you (broadcasters) are also going to attract the same rights-holding fee that you would charge from tier-1 sports, like cricket and football,” stated Ponda.

Broadcasts will not only be crucial to gauge interest and get tongues wagging about e-sports,but also sustain andreinforce the community, he explained.

He added that the platforms also need to consider what else they can do beside streaming e-sports live to grab eyeballs, and make it an wholesome experience for viewers as well as the gaming community. “If you are investing, try and understand how you can be unique in your content. Ask yourself if you can have content outside of just gaming,” said Ponda. To drive his point home, he added: “For example, the way you document the NBA champions. Everyone knows where the player was born, what their history is.”

Read more news on Tata Communications

Ponda insisted that a similar culture needs to be developed for players in e-sports and gaming categories too. “People want to know who they (the players) are and where they are coming from. It is the sort of content that also sustains engagement and active viewership.” 

User-experience is also going to be a crucial factor in promoting and supporting the community. “The digital infrastructure needs to grow leaps and bounds in terms of broadband and mobile internet availability. Furthermore, a sound cloud architecture, transcoding infrastructure and CDN infrastructure is required to have a good viewing experience,” he said.

Artistic and technical talent for the game development side is quite crucial too, Ponda pointed out, and suggested that the industry take inspiration from gaming studios in LA, London, and south Korea to finetune the culture within India. 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/18/photogrid_plus_1631960095413.jpg?itok=FJJ2_m2G
IPL '21: MPL accelerates ‘Hai Akal Khelo MPL’ campaign with new ad spot

Mumbai: E-sports platform Mobile Premier League (MPL) is back with its IPL campaign Hai Akal Khelo MPL with a series of new digital films titled ‘Mind Blowing’. The new films attempt to highlight the ‘mind-blowing opportunities’ one can avail on MPL during this cricket season in an entertaining...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/oml.jpg?itok=14tPJtO1
CA Media exits, sells OML gaming biz to Nodwin for Rs 73 cr

South Asia-based esports company Nodwin Gaming which is also an independent subsidiary of Nazara Technologies Ltd has acquired the gaming and adjacent IP business of OML Entertainment for Rs 73 crores. The mega-deal will provide partial liquidity to OML Entertainment shareholders, including CA...

iWorld Gaming
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/photogrid_plus_1631882042872.jpg?itok=BkE9tfFT
Netflix’s India ambitions surpass Rs 3000 crore investment

Mumbai: Global streaming platform Netflix will pump more money into producing content in India, said chief executive officer Reed Hastings. The key executive of the streaming giant was speaking to Business Today’s global business editor Udayan Mukherjee in an interview.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/photogrid_plus_1631875825355.jpg?itok=FeQf8CWr
Lionsgate Play to exclusively premiere 73rd Emmy Awards in India

Mumbai: Starz’s streaming service Lionsgate Play has announced that it will be exclusively premiering the 73rd Emmy Awards on 20 September at 5:30 a.m in India. The latest edition of the Emmys will be hosted by Cedric the entertainer and unlike last year’s largely virtual event, it will have an in-...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/photogrid_plus_1631857873307.jpg?itok=6aMv7BXI
SonyLIV launches first Malayalam offering 'Kaanekkaane'

Mumbai: SonyLIV’s first Malayalam offering “Kaanekkaane” is set to premiere on 17 September. Directed by Manu Ashokan, the film features Aishwarya Lekshmi and Shruti Ramachandra in lead roles. “SonyLIV has opened a door of opportunities for the Malayalam film industry to showcase its content. ...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/photogrid_plus_1631857750775.jpg?itok=711dy7-R
Starz streamer Lionsgate Play launched in Malaysia

Mumbai: In continuation of its expansion in Asia, Lionsgate-owned Starz on Friday announced the launch of its independent direct-to-consumer OTT app Lionsgate Play in Malaysia. The service is being introduced in association with Telekom Malaysia (Unifi TV).

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/17/trai.jpg?itok=a0mpRdii
ARPU target 200; Indian mobile subscribers trudge along at Rs 94.87

Indian mobile subscribers consumed 11.76 Gb of data on average per month and generated an average revenue per user (ARPU) of Rs 94.87 at the end of December 2020, according to Telecom Regulatory Authority of India (TRAI).

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/photogrid_plus_1631796078173.jpg?itok=alD0JGIR
ZEE5 campaign promoting 'Helmet' garners 85 mn reach

Mumbai: ZEE5’s 360-degree campaign called #HelmetOn promoting its latest release "Helmet" has reached over 85 million people through various ATL and BTL activations, according to the streaming platform. The campaign brought together celebrities and influencers like Ayushmann Khurrana, Sanya...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/09/16/photogrid_plus_1631793857773.jpg?itok=ZcaDno24
MX TakaTak announces exclusive launch of 'Kanta Laga'

Mumbai: Homegrown short video platform MX TakaTak has announced an exclusive launch of music track "Kanta Laga" from singers Neha Kakkar, Tony Kakkar and YoYo Honey Singh.  As the official short video partner for this track, the platform had an in-song integration, as well as a 10-day exclusive...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required