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ZEE5 ups engagement level with gamification feature for fiction TV shows

Currently the experience will be limited to ZEE TV shows

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MUMBAI: Gamification is gradually taking up more space in different areas of digital entertainment but it has pertained to largely sports content or non-fiction shows in India. Taking it one step ahead, ZEE5 recently announced the launch of ZEE5 Super Family (ZSF) to provide consumers with a gaming experience for fiction TV shows as well. However, currently, the experience will be limited to Zee TV shows.

“We believe in the power of gamification as from a consumer perspective it helps drive engagement. And so far on our own platform we have done gamification for non-fiction shows and you would have heard gamification happening across other mediums also for non fictions shows. Zee Super Family League is a very innovative concept,” ZEE5 India head AVOD, SEO, news and stories Yogesh Manwani said.

“The viewers have a deep relationship with these TV characters and ZSF helps them express this fan love and take it to the next level in a fun and engaging manner. So it’s an attempt for us and we are very proud of the product as it is turning out,” he added.

ZSF will allow viewers to take a pick of their favourite on-screen characters across TV shows and curate their own Super Family. With roles such as saas, bahu, beta, dost, etc., to fill in, players can place bets on how the chosen characters will act out in the day’s TV episode and stand to win gratifications such as a car, smartphones, gift vouchers and ZEE5 subscriptions in case their predictions come true.

“We have been doing gamification on the platform for shows like Dadagiri, DID, Movie Masti with Maniesh Paul. Consumers like to engage and interact with these kind of solutions because it also is in a way an extension of the show property. We have seen some great numbers in terms of reach and our page views. Basis that we got encouraged and thought we should amplify our game application and ZSL is an attempt in that direction,” Manwani noted.

ZSF will include detailed easy-to-understand video tutorials that will assist viewers in playing the game and excel it to earn higher scores. The game also allows viewers to modify their family characters to improve scores and move ahead in the game. ZEE5 will be conducting an intriguing marketing campaign involving artists to encourage viewers participation and gratify first 50 viewers who submit their families with bonus prizes.

Although the platform has designed the concept and the product keeping only the consumer in mind, the property allows advertisers to come on board also and reach out to their audience.

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