Mumbai: Popular mobile video game Battlegrounds Mobile India (BGMI), developed and published by South Korean video game developer Krafton Inc has onboarded Flux@The Glitch, the content wing of The Glitch, a VMLY&R agency to create engaging video content for users.

The partnership will focus on disruption driven and industry-first ideas to unleash the full potential of the BGMI brand in the Indian market, by bringing new players from various demographics across India, into the BGMI ecosystem. "The goal is to provide information and inspiration driven content based on awareness and engagement, that will help pull the community of both - the advanced gamers as well as the casual gamers into the game," said the brand in a statement.

With the increasing availability of smartphones and cheaper data plans, mobile gaming has become one of the fastest growing industries in India.

“The gaming universe is growing exponentially in India, rallied by a majority of mobile gaming players like Battlegrounds Mobile India. As an avid gamer myself, I am super elated with an opportunity to grow the Battlegrounds community in India. The industry is yet untapped in India, and the promise is that of category first innovation and content," said Flux creative director and the creative lead on the account Tathagata Ray.

“More than a game, BGMI is a part of pop culture and we are more than happy to have it as part of our portfolio. We have put together a team of mobile gaming enthusiasts who’d like nothing more than to work on a brand like this," stated Flux@The Glitch associate VP- strategy & business Varun Anchan. "What makes this even more exciting, is where we are at as a country when it comes to gaming. The Y-O-Y growth of the gaming industry as a whole and of mobile gaming, in particular, is just tremendous.”

BGMI is a premier, free to play, multiplayer, battle royale game that aims to change the gaming landscape in the country. The mobile gaming industry in India is expected to treble in size over the next four years. Within the first week of the   launch of   Battlegrounds Mobile India in August   this year, Krafton saw nearly 40 million downloads and 16 million Daily Active Users, stated the gaming company.