ZEE5 Super Family will unify and gamify India: Taranjeet Singh

MUMBAI: ZEE5 is approaching the stiff competition in the crowded over-the-top (OTT) space with innovative measures. Taking the trend of gamification one step ahead, it is prepping to launch a new property - ZEE5 Super Family (ZSF). While fantasy games have been targeting men usually, ZSF is targeting women by gamifying Hindi GEC content.

Although quizzes and games are not new in the non-fiction segment, they are on the fiction side. Even rare is engaging women via gamification. ZEE5 is attempting both.

“It’s an interesting format where users get an opportunity to create their own super family and they will have a whole set of saas, bahu, beta, dost and users can decide how the chosen character will act out on that day’s TV episode and have a chance to win gratifications. We are actually looking at really good gratification with brands like car, smartphones, gif vouchers, ZEE5 subscriptions for the people who win the game at the end of the day,” ZEE5 India business head and chief revenue officer Taranjeet Singh said.

To make it user-friendly, 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. The aim is to get higher engagement and traction. The game will go live between the end of this quarter and the beginning of the next.

Gamification isn’t new for ZEE5. In 2019, the platform introduced games around big IPs in non-fiction format like Saregama and Dance India Dance which saw a surge in user engagement on the back of interactive content.

“For us, building gamification helps from an audience engagement perspective and also from a brand point of view, it is really critical. We have launched Play5 which helps brand integrate with our content, where we have trading games across our live shows and other non-fictional programmes. It also helps to create casual games and hyper-casual games for users where brands can have integration,” Singh stated.

The platform is in the process of partnering with major brands. He explained two reasons for brands to come on-board - the opportunity to be part of the gratification and integrating brand messaging in the games.

The platform is in talks with PPG brands, personal care brands, and mobile phone companies. “It’s not about one particular genre. Brands which are interested in reaching out to family audiences, or particularly women, will find this platform as a great opportunity to integrate their messaging and build integration within the game,” Singh said.

Singh is also optimistic about the growth of interactive content around fiction shows. He said that it is evident from social chatters that people love talking about their favourite shows when they discuss characters, programmes. Moreover, the OTT space is gradually becoming hyper-personal. “Most importantly, it is a massive opportunity to create better personalisation from the brand side,” he summed up.