Not too long ago a question was asked by a representative of Hovr in one of the mobile monday gatherings. The question was
‘I am providing Mobile Games for download completely free of cost on my site – would I face resistance from you as an operator?’ directed at Mr. Harit Nagpal (Marketing Director, Hutch).
The answer was a blunt – YES.
We had blogged about the Monopoly of Operators holding back GPRS growth and Mobile Application development in India but it seems Hovr has found a way to still launch its ad supported free games in India in a big way.
Hovr has tied up with Times Internet to launch a Gamezone which will have all mobile games free for download but which would be ad supported. According to Dinesh Wadhwan CEO & MD of Times Internet Ltd “Based on the sheer number of mobile subscribers and consumer interest in ad-supported mobile content, we believe that mobile marketing is poised to overtake online marketing in India within the next few years,” He also said that “TIL was looking for a partner with a powerful and compelling offering to revolutionize the mobile gaming industry in India, and we found that partner in Hovr. Hovr brings a deep understanding of the Indian market, along with strong, carrier-grade technology, an attractive catalogue of mobile games and a powerful mobile advertising platform.”
Hovr and Indiatimes have been smart about this as of now as the games are available for download only through the Indiatimes’ WAP portal. Though this would considerably reduce the reach as people having gprs enabled phone and gprs plans to use gprs are two different things nonetheless its a good move as it will drive internet usage on cell phones assuming that Times internet pushes this property through promotions and ads across its other properties. It will also make things interesting in the mobile gaming market where players like jump games, indiagames and many others are present.