Antakshari On Reliance Mobile – Can Community-Driven Games Do The Trick?
Reliance Mobile has announced that it will be launching the popular Indian game, Antakshari for its users on the R-World platform. Available both for the CDMA and GSM users, the game shall be available for the subscribers at a monthly charge of Rs. 30 which comes with 30 minutes of free usage.
Last week, WATblog spoke about an RNCOS report that predicted a skyrocketing of Indian mobile VAS revenues. At that point, we had been a little doubtful about mobile VAS revenues actually reaching figures of 16500 crore annually. But, small innovations as what is now launched by Reliance can go a long way in adding that extra revenue from the users’ wallet. Traditional global winning formulas don’t always click in India. What would work are innovations that are customized to the Indian tastes.
Music and game downloads have not helped a great deal in improving the ARPU in India. However, concepts like Antakshari would help primarily because it is community based and is viral – I invite my friends to play Antakshari with me. Friends who join and invite their friends. This could mean that with proper marketing, this could really turn the tides in Reliance’s favour.
Looking at the bigger picture, community-driven gaming is something that all network operators can look up to in order to push revenues up.
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