Mumbai: Gaming apps are the go-to apps for GenZ. Today this sector is not only a source of entertainment but also has avenues for career and earning.

Gamezop is a multi-game platform that apps can integrate to add a gaming section for their users. Gamezop also operates Quizzop, a quizzing platform that apps can add as a trivia section. Games and quizzes increase user engagement significantly within any product, besides opening a new stream of revenue. Gamezop and Quizzop take 30 minutes to integrate and can be used for free.

Over Gamezop has 5000 products over 70 countries have partnered with Gamezop; these partners include Amazon, MX Player, Paytm, Samsung Internet, Tata Play, and Airtel Thanks. More than 45 million users from across the world engage with Gamezop every month via one of their partners.

Gaurav Agarwal co-founded Gamezop along with his younger brother, Yashash, in 2016. Prior to Gamezop, Gaurav was a consultant at Bain & Company. Gamezop is a multi-game platform that apps can integrate to add a gaming section for their users. Gamezop also operates Quizzop, a quizzing platform that apps can add as a trivia section. Over Gamezop has 5000 products over 70 countries have partnered with Gamezop.

IndianTelevision.com in conversation with Yashash Agarwal – CEO & Co-Founder, Gamezop. He speaks to us on the APP, the trends in gaming, on the monetisation for a gamer and much more…..

Edited excerpts

On the launch of Gamezop and what has been YoY growth since launch

Gamezop was founded in 2016. My elder brother, Gaurav, joined me within a few months of the set-up

Gamezop is a plug-and-play solution that any app can integrate to add a gaming section for its users. Gamezop also operates Quizzop, a quizzing platform that apps can add as a trivia section. Games and quizzes increase user engagement significantly within any product, besides opening a new stream of revenue. Gamezop and Quizzop take 30 minutes to integrate and can be used for free: both for the apps integrating them and the users of such apps.

Between our inception and now, over 5,000 products from more than 70 countries have partnered with Gamezop. These partners include Amazon, Snapchat, Paytm, Samsung Internet, Tata Play, and The Times of India. More than 45 million users from over 200 countries engage with Gamezop and Quizzop every month, via one of our partners.

Gamezop is a profitable business, which sets it apart from other internet startups. Our one-of-a-kind model of acquiring users through digital distribution partners is highly scalable and cost-efficient. Recently, Forbes Asia named Gamezop to its prestigious '100 to Watch' list.

On gaming becoming one of the biggest entertainment avenues across users

Gaming has become one of the most popular forms of entertainment worldwide, with millions of people engaging in games across multiple devices. This surge in popularity can be attributed to several factors, including accessibility, socialization, variety, and immersion.

With the rise of smartphones and tablets, mobile gaming has become incredibly accessible, enabling people to engage in games whenever and wherever they want. Additionally, gaming has become a social activity, with online multiplayer options creating communities of players who can connect and share experiences.

Apart from this, the gaming industry has been transformed by the growing popularity of HTML5 technology. One significant advantage of HTML5 is that it allows mobile games to be played instantly without the need for installation. This seamless experience has made gaming more accessible and appealing, especially for casual gamers who prioritize convenience and speed. With HTML5, players can launch a game with a single tap, just like they would with a video.

On the criteria to become a gamer

Becoming a gamer is a unique journey that involves developing a genuine passion for gaming. Regardless of whether you classify yourself as a casual or hardcore gamer, it is crucial to have a deep appreciation for the craft.

While having access to the latest hardware and software can certainly enhance your gaming experience, it is not a prerequisite for becoming a gamer. For casual gamers, finding games that align with your personal preferences and joining a community of like-minded gamers can help you discover a sense of connection and purpose within the gaming world. As a professional gamer, however, it is essential to focus on sharpening your skills through rigorous practice, studying advanced strategies, and participating in competitive tournaments to stay ahead of the curve.

At Gamezop, our user base is incredibly diverse, encompassing a wide range of age groups. This means that we must carefully curate our game catalogue to ensure that our content is appropriate and enjoyable for all demographics.

On Gamezop having 300 popular games sourced from 75 game developer and your business model with them

Gamezop has a catalogue of 300 plus popular games – including Carrom, Cricket, Ludo, Archery, Chess, Fruit Chop, and Candy Fiesta – that we have licensed from over 75 game developers worldwide. Gamezop partners with game developers, instead of making games in-house, to have an inherently scalable model on the content procurement side.

We engage with HTML5 game developers at several levels. Leading HTML5 game developers reach out to us with new titles, and we license those exclusively or non-exclusively. Recently, we have also started working with developers on a revenue-sharing basis.

On the future brands have in gaming

With projections indicating that India will have 700 million gamers by 2025, brands and agencies are increasingly recognizing the potential of gaming. Dentsu, one of the world's largest advertising agencies, has even launched Dentsu Gaming, a vertical dedicated to helping brands tap into this vast pool of gamers.

Gaming is a highly interactive experience that commands more attention from users than any other form of content. What really sets gaming apart is the diverse audience it attracts. Casual gamers come from all walks of life, representing a broad range of ages, genders, income levels, and language backgrounds.

This diversity creates a unique opportunity for brands to engage with an audience in a way that is highly targeted and effective. Brands that understand the potential of gaming and leverage it properly can reach a vast and engaged audience that is unmatched by any other medium.

At Gamezop and Quizzop, we recognize this potential and offer brands a platform to engage with over 45 million engaged users each month. Our inventory provides the perfect set of targeting parameters to help brands find their next customer.

In conclusion, brands that fail to adapt to the gaming industry's growth and evolution will miss out on this immense opportunity. It's time for brands to recognize the power of gaming and leverage it to connect with a diverse and engaged audience effectively.

On gaming platforms attracting larger ad spending than general entertainment destinations

Globally, gaming is already larger than the movie and music industries put together. As per estimates, last year, gaming generated $185 billion from 3 billion gamers worldwide.

Gaming platforms offer a unique opportunity for brands to engage with a captive audience that is highly engaged and interactive, leading to higher brand recall and purchase intent. According to the work of Dr. Douglas Gentile, an award-winning behavioral scientist, the interactivity and immersion of gaming can lead to higher levels of attention and retention of advertising messages compared to traditional media.

Moreover, gaming platforms provide valuable insights into user behavior, preferences, and demographics, allowing brands to create personalized and targeted campaigns.

This data-driven approach has proven effective in improving ad performance and ROI. As the gaming industry continues to grow, brands can leverage the unique engagement and data-driven capabilities of gaming platforms to create highly effective and targeted marketing campaigns.

On the gaming ad monetization

Ad monetization in gaming is a method of generating revenue by displaying advertisements within a game, which can take many forms, including banner ads, interstitial ads, rewarded videos, and product placements. This practice not only benefits game developers and publishers but also advertisers who can target specific demographics, regions, or even players with specific interests. As a result, in-game ads have become a powerful tool for targeted marketing, allowing advertisers to reach their desired audience more effectively.

Ad monetization can also be a way for game developers to offer their games for free while still generating revenue. Players can enjoy the game without paying anything, while the game developer earns money from the ads that are displayed. This revenue model has proven to be a successful strategy for many game developers, especially in the mobile gaming market.

In conclusion, ad monetization in gaming is a mutually beneficial practice that benefits game developers, advertisers, and players alike. It allows game developers to generate revenue while offering their games for free, and it allows advertisers to target their desired audience effectively.

On gaming companies developing their own games rather than acquiring them

Game development is a resource-intensive process, requiring expertise in various disciplines, including game design, programming, art, and sound. As such, gaming companies can choose to develop their own games or acquire existing games from other studios.

Developing one's own games can also have its advantages. It allows companies to maintain creative control over the game, tailor it to their target audience, and potentially create a unique intellectual property that can be leveraged for future games or other media.

Acquiring games can be a more cost-effective and efficient way for companies to expand their game portfolios. For instance, Gamezop procures games for other studios specializing in HTML5 game development, allowing those studios to focus on their core competencies while we take care of distribution.

Gamezop has a very thorough process of evaluating the games that are eventually chosen for our catalogue. For every 40 games we screen, only one makes it through to the catalogue. There are twelve different metrics across which each game is screened; these include genre, art style, game depth, performance optimisation, and so on.

On Gamezop in three years

At Gamezop, we are on a mission to change the way people consume digital content. We see ourselves as an intergenerational business that bridges the gap between content creators and consumers across the globe. In three years, we envision Gamezop as the go-to platform for discovering and consuming a diverse range of engaging content.

We are a B2B2C play that is constantly exploring new content formats to serve the needs of our distribution partners and end-users. Over the next few years, we see ourselves branching out into new and exciting content formats beyond gaming and quizzing, creating a one-stop shop for all digital content needs.

To achieve this, we are laser-focused on building a world-class distribution network of apps and websites that reaches every corner of the globe. We want to make our content accessible to everyone, regardless of their location or background.

As we expand our reach, we remain committed to delivering the highest quality content to our partners and end-users, while simultaneously focusing on profitability. We firmly believe that the two are not mutually exclusive, and we strive to create a sustainable business model that benefits all parties involved.

On the trends, globally and in India

Over the last few years, the gaming industry has seen an explosion in popularity. The biggest win for the industry was the rate at which non-gamers turned to casual gaming during the last three years. We expect this trend to continue, and gaming will become even more immersive with the adoption of emerging tech, such as Web3 and metaverse.

There are three key trends that we expect to see in the gaming industry:

First, we expect to see a shift in marketing dollars towards casual gamers, who represent the most diverse group on the internet. Advertisers will have to tap into this massive pool of potential customers to meet the objectives of their campaigns, whether it's building brand awareness or driving performance marketing.

Secondly, we anticipate a significant increase in the adoption of games within non-gaming products. Apps and websites that integrate HTML5 games have been gaining popularity, as HTML5 games offer a fun and engaging way to drive user engagement and boost revenue. We see this trend accelerating in the coming years, especially with the rollout of 5G and the growing support for HTML5 game production.

Finally, we believe that the gaming industry will continue hiring. While there has been news of layoffs in various sectors, gaming companies will see growing demand for talent as the base of gamers continues to grow globally. We do not expect to see gaming companies with sustainable business models laying off a lot of employees as this industry is likely to be less impacted than others from the looming slowdown.