Mumbai: The e-gaming industry is growing at a rapid pace, as per a report published by Dentsu last year, it pegged the industry at $2.2 million and with a CAGR of 38 per cent. There is a negative perception regarding e-gaming promoting gambling. To counter this the federation launched its new campaign.
Indiantelevision.com spoke to Poonam Kaul - Evangelist – Responsible Gaming, E- Gaming Federation, on the growth of the industry and what was the strategy behind launching this campaign, “Asli Gamer”.
E-Gaming Federation (EGF), an organization representing top online skill gaming operators in India, launched the ‘Asli Gamer’ campaign to promote responsible gaming practices among players. Reiterating EGF’s commitment to player protection and responsible play, the thought-provoking campaign outlines the promising standards of responsible gaming aiming to educate players and protect them from any adverse consequences of online gaming.
The campaign features rapper, and hip-hop artist Naezy along with ace Indian cricketer Shubman Gill, the contemporary rap song of the campaign urges players to respect the game, play for fun, maintain balance, set a limit, and self-exclude when going overboard. Encouraging players to ‘Become Asli Gamer’, the campaign will reach out to the Indian gaming community and inspire them to take self-assessments and adopt healthy gaming practices. After completing the self-assessment players will also get an ‘Asli Gamer’ badge. Follow the link to watch ‘Asli Gamer’ rap song.
On the gaming industry which is growing at a rapid pace and is valued at $2.2 million with a CAGR of 38 per cent. How is the industry going to pan out in the coming years?
The online gaming industry has witnessed immense growth over the past few years, and this growth will increase rapidly even more in the years to come. The sector is poised to reach approximately $5 billion by 2025 and the number of gamers in the country is supposed to expand from 420 million to 500 million by 2025. Online gaming is already one of the fast-rising forms of entertainment in the country. With the emergence of advanced new-age technologies, mobile-first phenomenon, younger demographics, deeper internet penetration, affordable smartphones, and increasing disposable income, the future looks brighter.
On 22-25 per cent of the population which is on gaming platforms. It’s not only GenZ but all age groups playing games on their mobiles, what is keeping them hooked?
Multiplayer gaming, live streaming, and real-time gaming blending realistic gameplay components with exciting visuals, and immersive storylines appeal to a wider range of consumers. The availability of a variety of high-end games and content specifically targeted at Indian gamers further contributes to the rising popularity and wider acceptance of online gaming. Moreover, a huge number of people are turning to online games for entertainment and leisure. It is a relaxing experience in the busy modern life, offering stress relief and engaging experiences.
On the sector which is also heavily funded, in Q1 – 2022 there was an investment of 500 Mn$. What makes this sector attractive to investors?
Given the immense growth potential, the online gaming sector remains high on the target list of investors. Increasing technological advancements including AI, VR/AR, Blockchain, emerging gaming platforms, growing demand for more immersive entertainment, rapidly advancing digital infrastructure, higher internet penetration, and affordable smartphones are prompting investors to make significant investments in the sector. Moreover, regulatory clarity will make online gaming a lucrative destination for investors.
Recently, the government has shared draft rules for the online gaming sector and we believe that legal recognition will bring much-needed stability to the sunrise sector while creating a sustainable operating environment that will attract greater investment and boost investor confidence.
On the challenges the gaming industry faces when it comes to safety and responsibility and what are the initiatives being taken?
We have always emphasized the importance of engaging in responsible gaming and building a culture that embraces fair and transparent play. While there are select concerns about vulnerable players exceeding limits resulting in irresponsible gaming behaviour, it is crucial to educate them and emphasize the importance of gaming responsibly.
We believe the proposed revisions to the IT (Intermediary Rules and Digital Media Ethics Code) Rules, 2021 regarding the online gaming industry are a step in the right direction. This will eventually help the government establish a regulated and sustainable industry while promoting responsible gaming.
Moreover, at E-Gaming Federation (EGF), we have created a self-regulatory framework in the form of a code of conduct to provide a safe user experience. Our flagship ‘Responsible Play’ involves meeting requirements that ensure assisting vulnerable players, protecting player data, ensuring secure payments, and maintaining responsible marketing that complies with EGF’s code of conduct.
On E-Gaming Federation launching its new campaign, ‘Asli Gamer’. What is the underlined messaging of the campaign?
The 360-degree campaign is our proactive approach to empower and enable players with the knowledge and tools to instil responsible gaming behaviour. The initiative talks to players across platforms in their language through rap and urges them to adopt responsible gaming principles in a colloquial tone while bringing purpose and intent together.
Featuring Indian cricketer Shubman Gill and rapper Naezy, the campaign inspires and motivates players to ‘Become Asli Gamer’. While at one level, influencers helped in creating a buzz with the #AsliGamerChallenge, the macro and micro-influencers created groundswell and buzz. In addition, we had specific creative interventions with the gaming community and nudged them to adopt healthy gaming practices. The Asli gamer website was equipped with resources and tools like self-assessment tests that help you identify your current gaming behaviour and steps needed to improve, if at all.
On Shubman Gill and Naezy selected to deliver this message to the gamers?
Online gaming is a huge draw for millennials and generation Z. To interact with the younger audience in a language they speak and understand, we wanted an ambassador who can connect with the burgeoning community of Indian gamers and communicate our ‘Asli Gamer’ proposition. Shubman Gill, India’s youngest T20 centurion has been displaying spectacular prowess in the game while staying true to the spirit of the game with exemplary discipline, passion and commitment. Shubman is the true embodiment of an Asli Gamer.
To make this narrative even more strong, we had Naezy, the rapper and hip-hop artist who already has professional affiliations within their industries. Their talent and widespread appeal to GenZ made them stand out as advocates and ambassadors of behaviour change. Both are self-made champions excelling in their respective fields and embody a high level of professionalism.
On the negativity associated with gaming regarding the monies etc. How will this campaign address this issue?
The first step in practicing responsible gaming is to offer players a reliable, secure, and safe gaming environment. But the issue only appears when a player exceeds the limits of moderation. It's critical to understand that, in the end, responsible gaming also depends on the player and their approach to the game. Responsible gaming is up to each player, just like other self-care rules like "Drive Responsibly," "Conscious consumption," etc.
Through our campaign, we urge the players to respect the game, play for fun, maintain balance, set a limit, and self-exclude when going overboard. Reiterating EGF’s commitment to player protection and responsible play, the campaign intends to protect players and encourage healthy gaming habits and responsible gaming behaviour.
On the guidelines by GOI for the industry. Is it the right move to bring in regulations for games where money is involved?
We believe the government’s light-touch approach to regulating the online gaming sector is a fantastic step in the right direction. The draft rules not only legalize the status of online gaming in India but also provide a mechanism to streamline their governance and processes. The legal recognition will bring much-needed stability to the sunrise sector while creating a sustainable operating environment for legitimate gaming operators. These rules would go a long way in ensuring the requisite protection for consumers, bringing transparency, attracting greater investment, boosting investor confidence, and generating employment opportunities.
On the marketing initiatives behind this campaign, will it be 360* or just digital campaign?
‘Asli Gamer’ is a 360-degree digital campaign leveraging the creator economy both within mainstream content as well as the gaming community. While the Rap video was the starting point of the narrative, we created an AsliGamerChallenge to drive conversations in the mainstream by leading 200+ leading content creators. We activated the entire pyramid of premium, macro and micro content creators to drive this narrative and help drive traffic to our website. The website has content around responsible gaming and urges players to pledge and become Asli Gamers besides downloading the Asli Gamer badge for sharing on social media. We have had more than 120,000 players take a pledge to become Asli Gamers and 76 per cent of them have downloaded the badge as well.
In addition, we activated the gaming community – again in a similar manner – with premium, macro and micro gamers creating content and having shout outs to their communities. 250 gamers were live streaming Asli Gamer content and messaging for 20 days amongst their communities and fan base.
The E-Gaming Federation (EGF) is a not-for-profit organization, founded under the Societies Regulation Act to protect consumer interest and self-regulate the Indian e-gaming sector. By developing a standard framework and operational guidelines based on the principles of safe, transparent, fair, and responsible gaming, EGF endeavours to build a unified voice shaping a favourable policy environment for regulated online gaming. Being at the forefront, the Federation works with key industry stakeholders, policymakers, and think tanks to create a robust environment for online gaming in India while encouraging global best practices that support sustained growth of the industry.
Through focused market research, events, and other industry initiatives, EGF aspires to prescribe and promote the accreditation of standard rules and practices to strengthen the online gaming sector in India. With an objective to bring a positive change in perception regarding the e-gaming industry, EGF endorses ‘Responsible Play’ to protect players by allowing them to minimize or stop indulging in gameplay beyond their means or for excessive periods.
