Gamification of Indian Bollywood/TV content


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In this presentation Akash Mohan, intern from Indian Institute of Management Shillong and Usha Murthy, Asst Consultant (Strategy&Marketing) present the market opportunity, business models and grand strategies that could be adopted by gaming companies.

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Gamification of Indian Bollywood/TV content

  1. Browne & Mohan Gamification Of Indian Bollywood and TV content Akash Mohan, PGDM Intern, IIM Shillong Usha V., Assistant Consultant (Strategy & Marketing)Copyright of all images belong to their rightful owners
  2. What is Gamification Gamification of Bollywood or TV content  Is extension of a story line or characters of a movie or a TV show to a game format. Creation and distribution of game based on “Sholay” Gabbar Singh & Viru & Vijay fighting antics or “Dance Indian Dance” moves are fine examples of Gamification.  Gamification can be of any platform: mobile, PC, consoles or online. For this study we are primarily interested in Mobile, and Online only. From a producer perspective it is extension of the existing content at a huge cost 30-80 Cr/movie to a lesser format for two primary purposes  Marketing of the primary content (to attract positive word of moth to the movie and increase footfalls for the movie beyond the first show and involve more viewer engagement with the TV serial). Some producers may also attempt this for “novelty” effect”, more so with freemium games.  Other objective is to monetize additional revenue by small incremental investments in content extension, creation and distribution of the game. This strategy is very similar to merchandizing options pursued in sports industry. © Browne & Mohan, 2012
  3. IntroductionIndian entertainment industry was valued at$16.18 billion, TV revenues were estimated Movie titles released last year 107to be $7.3 billion, Gaming industry revenueswere about $290 million, Online advertising Avg. cost of a movie 7.5 Croreswas about $343 million and Bollywood No of TV national reality shows 13 that did > 5 Crores revenueinclusive of audio rights was about $2.1 Per episode cost of a reality show 50 Lakhsbillion in FY 2011. Lately there has been a positive convergence trend between the entertainment industry and gaming, but still much can be done to capture more market and monetize the existing market. © Browne & Mohan, 2012
  4. Gamification Opportunity Action Horror Animation Thriller Adventure Biography Sci-Fi Comedy Sports Drama Romance Musical Social LOW Gamification Scale HIGH Dynamic Compatibility Extensible Personalize © Browne & Mohan, 2012
  5. Drivers……. • Improving infrastructure • Last year there were 20 EconomicsFavorable Factors • Mobile penetration : 650 game titles based on movie million(with around 400 or TV titles among the top million users open to VAS 100 games of the year, services) generating 10 million • Broadband user base : downloads 13.33 Million • Assuming each download got • Strong user base: 76% of the an avg. of Rs30 as revenue children of age group 12-18 ( the total revenue from top 20 TG for gaming industry) such games was 300 million prefer watching reality shows INR • Long tail revenues: • 30 to 40 % revenue for reality Bollywood game titles like shows comes from texting Delhi Belly released in July and mobile interaction which 2011 continue to be is more than twice than the downloaded 4,000 times a rest of the world month, even six months after the movies release © Browne & Mohan, 2012
  6. Business Model What influences business model  Licensing ○ Who would be the rightful owner of the IP rights, ○ Content and platform flexibility  Revenue sharing ○ Developers, publishers (telecos/ app stores) and the movie producers agreeing to a contractual revenue sharing model. Trust & monitoring are the key.  Complementary role ○ Game as a marketing tool to drive theatre traffic ○ Extensibility of first-week phenomenonDominant business models that emerge  Outsourcing Model  Licensing Model  Revenue Sharing model © Browne & Mohan, 2012
  7. Outsourcing ModelOutsourcing Model : IP rights are held by movie/sitcom producers, and thedeveloper gets some fixed amount for the game development Initiation Development Publishing Benefits • Producers/ • Developers • The content • Game directors charge some is delivered developers approach development to the get the the fees and producers to development developers develop the publish it on fees to make desired their own • Producers games for content website or not only marketing involve a 3rd market the their shows party. product but also receive a part of gaming revenue © Browne & Mohan, 2012
  8. Outsourcing Model contd… Investment by Producers : 5-15 lakhs Investment by Developers : 5-15 Lakhs (if developed from scratch) else 3-10 lakhs (if modifying existing content) Expected life of game : 3 weeks Break-even downloads for game : 35,000 – 50,000 downloads i.e. less than 1% of the total active mobile usersEg. : Agent Vinod, Ghajini , Ra one etc.. © Browne & Mohan, 2012
  9. Licensing ModelLicensing Model : The game developer buys the IP rights from theproducers and build a game around it. Initiation Development Publishing Benefits • Gaming • Developers • The content • Game companies buy the is the developers get would rights and property of whole of the gaming approach the develop a the gaming revenue plus concerned game which company they own the people for would be and they gaming rights the IP rights related to the may publish for that theme, it according particular characters to their wish content and story of • Producers get the original the licensing fees plus content promotion of their content © Browne & Mohan, 2012
  10. Licensing Model contd… Investment by Producers :Nil Investment by Developers Licensing fees: upwards of 15 Lakhs Shelf life of game : 3-4 months Break-even downloads for game : 1.7 Lakh downloads i.e 3 % of the total active mobile users © Browne & Mohan, 2012
  11. Revenue-Sharing ModelRevenue-Sharing Model : Developers get a fixed amount to develop andpublish a game over their own websites. Restricted use. Developer Development fee from 30% of the game revenue Producers as publishing fees Producers hold the rights for movie as well as the game and get 70% of the gaming revenue. © Browne & Mohan, 2012
  12. Revenue-Sharing Model contd… Investment by Producers : 5-10 lakhs Investment by Developers : 5-15 Lakhs (if developed from scratch) else 3-10 lakhs (if modifying existing content) Expected life of game : 3 weeks Break-even downloads for game : 35,000 – 50,000 downloadsEg. : Gali Gali mein shor hai, Kahani etc © Browne & Mohan, 2012
  13. Grand strategies for Gaming industryMint the old gold mines• Acquire gaming rights for old blockbusters and gamify them• Advantages • Licensing would be cheap • Less marketing effort for games• Would work well for movies like Sholay etc.Refurbish the existing content• The developers would have some already developed games in coherence with the theme of the movie to be marketed.• Advantages • Low development cost• Eg.Was done for movie like KahaniReconstitute of the content• Can be done for sequels wherein either the theme or the characters are same and only some part of the game is to be added• Eg. Different seasons of reality shows where the theme remains the same only characters are to be changedReplication without licensing• Making the game on similar lines with a movie / reality show but not in association with their producers © Browne & Mohan, 2012
  14. Thank YouFor any query please contactK Raghavendra154/A, 2nd floor, 10th A MainJayanagar 1 BlockBangalore. 560 011kraghavendra@browneandmohan.com91-80-2656516491-80 4095 1170 © Browne & Mohan, 2012