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Manipal Institute Of Management
Zapak Digital Entertainment Limited Zapak Digital Entertainment Limited. It has a strong team of over 350 professionals competent in all aspects of Digital space. In a span of 3 years Zapak has emerged as the largest gaming company in India in terms of Revenues. Valve. Activision. Brand Recall and User Base. Today in India. part of Reliance-ADAG is India‟s leading Gaming Company. Microsoft. mobile applications. retail distribution of Gaming CDs and Mobile games & applications. Blackberry and Nokia Strong content partnerships in the mobile space with Cartoon Network. Sony Online. social media applications and marketing. shared access through gaming cafes. Gaming is synonymous with Zapak. Be it content publishing of online games. KEY HIGHLIGHTS Over 7 million online registered users 1 out of every 3 people on the Internet in India are on Zapak Zapak features among the top 10 for India‟s Fast . Zapak is one of the few gaming companies in the world that has not only captured but dominated all components of the Gaming Value Chain. etc India‟s topmost gaming portal according to ComScore Data Awarded „Website of the Year 2008‟ in Fun & Games category by MetrixLab and Nielsen Online Zapak emerged as the „most stickiest site‟ ahead of yahoo and Google – by Comscore Global distribution of Mobile Games and applications Strong focus and competence on appstore of Apple. PopCap. Orkut. Most of the key members have been in the Digital/Online industry for more than 6-8 years and have very strong domain knowledge of all aspects of the Digital industry. Disney. Virgin Comics and Universal Studios Strong technology team for porting games and applications across multiple Mobile devices Strong Content partnerships in the PC Gaming space with EA. 2|Page . be it product. Cartoon Network.Rising Search Queries to Google Zeitgeist Report along with players like Gmail. Playboy. online marketing. applications. Shanda etc.
It has launched some of the world‟s most popular MMOG titles such as “Crazy Kart” (in partnership with Shanda. kids games. Retail of Gaming CDs and Merchandise Zapak Games is the licensing and merchandising arm of Zapak which is a leading retailer of Gaming CDs and merchandise in India. 3. downloadable games. International Cricket Council. which is the leading Global publisher and developer of Online and Mobile Entertainment with global distribution across North America. T-Mobile. EMEA and APAC on 80 networks across 40 countries. etc. Jump Games. Zapak has partnered with leading gaming companies such as EA. Verizon. MMOG Publishing Zapak is also the biggest publisher of Massively Multiplayer Online Games (MMOG) in India. Samsung and Nokia for appstores. Virgin Comics. Valve. Zapak have strong partnerships with leading global players such as POPCAP. Universal Studios. With more than 7 million unique registered users it is bigger in India than yahoo games or miniclip. Disney. Zapak is also in advanced talks with all leading studios including EA. Gaming Cafes Zapak also owns the largest chain of dedicated gaming cafes in the country – Zapak GamePlex. Telstra. Jump Games also has Premier partnerships with Apple. Mobile Games Zapak has a division. AT&T. Reliance Mobile World. Tele2. and Activision-Blizzard to launch their titles in the Indian market.com is not only India‟s largest online casual gaming site but also amongst the top 5 gaming sites in the world in terms of traffic and registered users. Zapak has the largest 3|Page . Boonty.. TIM. China‟s largest Gaming Company worth $ 3 Billion) and “Runescape” (world‟s second largest MMO with over 8 million subscribers. South America. etc. Optimus and Telenor. Presently there are over 100 cafes in more than 40 cities in India. high speed gaming cafes that offer world class gaming content to the Indian user. Sony Online Entertainment. Playfish. in partnership with Jagex Games Studio). Telia. Come2Play etc. Microsoft.KEY Strategic Business units(SBUs) of ZAPAK Online Casual Games Zapak. Playboy. Telefonica. With a massive distribution network of over 5000 Retail Outlets in more than 100 cities. O2. girl games and cricket games. Zapak. Presently content is available on the leading operators like Vodafone. These are first of its kind. and Activsion-Blizzard to distribute their content in these cafes. Oberon. KPN. multi-player. Blackberry.com is the only portal in the world that offers games across all genres be it single-player. Premium partners include Cartoon Network.com.
They work exclusively with leading players such as Cartoon Network. He has also launched Multiple and Scalable SBUs such as Zapak Gameplex (Gaming Cafes) and Zapak Games (Gaming CDs and Merchandise). These included National Sales Head of online advertising Launching over 10 internet vertical channels for www. In his 6 year stint with Indiatimes. including Games. where he has managed all aspects of the Internet Business including content. Automobiles Business Head of Indiatimes Mindscape.com India‟s No. Yahoo etc. gaming division of Reliance – ADA Group He joined as the Business Head of Zapak. sales and marketing. Travel. Rohit has an overall experience of over 12 years in the Internet/Digital Entertainment industry.indiatimes.ciol. 4|Page . India‟s largest IT portal and spearheaded the VC funding for the portal and got Intel to fund the company Rohit is a Physics Graduate from Delhi University and has completed his Management from Lancaster University.Chief Executive Officer Rohit Sharma is presently the Chief Execuive Officer of Zapak Digital Entertainment Limited. technology and marketing. People. generating content and building communities on the Internet for Cyber Media India Limited. e-commerce. Disney. With a team of over 350 professionals Zapak is today India‟s largest gaming entity Prior to this. During this period he was responsible for creating the business plan and strategy for www. He has also worked with Cyber Media India Limited for two years in developing strategies for web publishing. In a span of three years he has built Zapak. the Events division of Indiatimes Project head for their e-commerce Portal Head of online alliances such as Google.com. 1 Casual gaming por tal with almost 7 million registered users. which is amongst the top three Business School in UK. Rohit was working with www. community. Zapak Cards (gaming cash cards) and Zapak mobile (offering downloadable games on mobile). one of the largest online portal in India. commerce. Spinmaster. Bandai etc. he managed a large number of projects ranging across content.network in the country. Women. Infotech. People behind Zapak Rohit Sharma .com. PopCap.com in March 2006 and has built the entire team and business from scratch.indiatimes.com.com.
He was also a part of the team that worked on the IPO and saw the 2nd avatar of the company.in) India Digital Summit 2007 & 2008 organized by IAMAI (www. Electronic Arts. then moved to Zoom to launch the brand.com in November 2005. Sanjay Netrabile . he revolutionized the Indian media and entertainment market. "Anyone who stops learning is old. Sony Online) (www. Arun is an Entertainment Industry veteran with 15 years experience in the industry. Taking the less trodden path.iamai. After starting his career with O&M Arun moved to MTV where he played a vital role in building Brand MTV and leveraged its equity for consumer & trade initiatives.Rohit has been speaker at various industry events representing Online Gaming industry and the company recently: NASSCOM Animation and Gaming 2007 & 2008 (www. whether at twenty or eighty!" An Industrial engineer with over 13 years of experience.com.ficci. Arun. 5|Page . he was the man behind the conceptualization and implementation of Promo Power. His ability to recognize and effectively use the most clutter breaking ideas has helped Zapak stand tall after three years of its inception. Sanjay started his career with Mastek Singapore and Mastek Scotland along with a stint at L & T Infotech. His constant innovative ideas helped Zapak win the Ne west Buzz Award 2008 at India‟s Buzziest Brands Awards 2008 by Agency faqs. Zapak also bagged the award – „Brand Leadership in the Internet Business‟ at Asia Brand Congress for 2 years in a row (2007 & 2008). gaming division of Reliance – ADA Group He joined as the Marketing Head of Zapak.Vice President – Technology In the words of Henry Ford. Later.in) FICCI FRAMES 2007 & 2008 (Panel included Microsoft. His contribution and dedication to the company has helped make Zapak a rage amongst the youth.nasscom.Chief Operating Officer Arun Mehra is presently the Chief Operating Officer of Zapak Digital Entertainment Limited. he shifted to Shringar where he re-launched the Fame multiplex brand and created a new Cinema experience.com) Rohit has also been voted amongst the top 25 young executives in India by Business Today Arun Mehra . Post which in his stint at Indiatimes.
he has worked at Indiatimes since inception as part of the team creating cutting edge technologies on the portal side besides being responsible for the ERP implementation as a Technology Head. when in Café.A geek to the core. they find time in short intervals to play for 10-15 minutes. Sudoku. Arcade. Coleman & co after undergoing SAP certification. and about 75% of these gamers are males. Again about 72% gamers are from higher two affluence strata (SEC A and B) and almost 80% of the gamers would be from the Top 8 Metros – Delhi. Bangalore. based on the time left for their session to complete. Recruited into Bennett. Hyderabad. Pune and Ahmadabad. Casual Games may be further classified into Action. Casual Gamers: This genre of gamers constitutes of those who play for the sake of having fun or for a quick break. Casual games typically include games such as Chess. software architectures and languages. Poker. there are about 2. As per I-Cube 2007. Based on the level of involvement.000 individuals across 20 cities of the country. Interestingly 99% of the Gamers are from the metros. Mumbai. with the small towns accounting for only 1% of the gamer Community. Sanjay loves reading and experimenting with new domains. Chennai. online gamers can be further categorized into Casual gamers & Core gamers. Kolkata.8 Million online gamers in India. I-Cube (Internet in India 2007) is one of the most extensive researches undertaken amongst the Internet users in the country and covers about 65. 6|Page . When in office. Who is the Indian gamer? There are a few statistics which are quite well known about the gamers in India. they get on to gaming.
however. they prefer multi-player games over single-player games.com. Core or Serious Gamers: Core gamers spend at least 4-6 hours a week gaming and play LAN based. Some are opening their own gaming zones while others are tying up with existing café and helping them upgrade to gaming zones by providing marketing support. Zapak has the features of that of a social networking site. downloadable games. These points can be used in bid to win in Zapakshop. multi-player. who generally have a peer group into gaming. Users can add friends. Creation of gaming zones/ organized cyber café chains: They play a critical role in development of the online gaming ecosystem and various companies are doing different things to maximize this opportunity. in future the focus would shift to the domestic market. Market strategy Zapak has started connecting through Facebook.com is the only portal in the world that offers games across all genres be it single-player. MMOGs & MMORPG‟s. It would also include spicing-up the available international content/ idea to appeal to a larger audience. Various games sites have put up either all or majority of these genre of games. and are not as easy to understand as the Casual Gamers. 7|Page . girl games and cricket games. downloadable games.com and can win extra time at ZapakGamePlex. icons & games. Currently several Indian companies are starting to focus on customizing content for the Indian market using local themes. Sports and Strategy games. It provides mail service through Zapakmail.com is the only portal in the world that offers games across all genres be it single-player. kids games. kids games. and play multiuser gamers and stay connected.Racing/ Driving. There may be many reasons which drive this genre of gamers to game online. Zapak. compare scores of games. Puzzles. multiplayer. Zapak. girl games and cricket games. They are community based gamers. Gamer wins LOYALTY POINTS by playing games downloading and even for login. Business model Value proposition Localization of games/content to better address the gaming needs of the target audience: Though most of the development work is being done for overseas market. Gamer having account on Facebook can post their score on Facebook which divert more user from Facebook to Zapak.
As a genre. Online gaming will add another platform to whet the appetite of Indian users. several companies are taking an initiative in enabling online payment though other platforms.Mainstream Advertising: To drive traffic and build awareness. The youth segment. This is all the more important because the core gaming segment of users. The gaming market in India comprise mainly of young men and college going students falling within the age group of 17 –25 years. Enabling payment mechanisms: Recognizing that the low penetration of credit cards & debit cards can be a potential bottleneck. Entertainment seeking behavior on the rise: Entertainment appeals to internet users of all age. One of the initiatives being experimented with is Pre-paid gaming cards. Causal games can be positioned as another arena for entertainment to appeal to nocore segment like women and older men.com has taken the mainstream advertising route. Once users get hooked on or like the experience of gaming they would also look at other avenues from online gaming. entertainment related applications are accessed by 54% active internet users (Source: I-Cube 2006). are more technology savvy and most of all carry an attitude to try everything new. Market Opportunities Size of youth segment. Increase in Mobile gamers: Mobile gaming has grown many-fold in India and downloads of mobile games is a fast growing component in the overall Mobile VAS pie. Zapak. This is generating interest & driving traffic to the site. The key challenge would be to retain the users through sticky content. Mobile gaming is serving to introduce a large base to gaming. International experience suggests that online gaming took off as in-home penetration of broadband increased in countries like South Korea & China. They form the largest segment of the active internet user base. Broadband ISP‟s are also offering Games on demand packages to users to encourage them to spend more time online. is driving the demand for games on multiple platforms like PC. Mainstream advertising from Zapak would also help other companies operating in the space as it is working at popularizing the category per se. which is the biggest segment on the Internet. Over a period of 8|Page . school and college students do not have access to bank cards. gender and affluence. Increasing broadband penetration in Indian households will drive usage of online gaming and vice-versa as the gaming experience is enhanced due to higher speed and bandwidth when compared to Dial-up connections. mobile handsets and consoles. These cards would enable both subscription for the gaming service and purchase of in-game add-ons.
It would also include spicingup the available international content/ idea to appeal to a larger audience.com both of which are focused on customizing the online gaming experience for the Indian users. Dadar West. Mhatre Pen Building. A special mention needs to be made of Kreeda. Creation of gaming zones/ organized cyber café chains: They play a critical role in development of the online gaming ecosystem and various companies are doing different things to maximize this opportunity. Market threats Growing popularity of games on Facebook and Orkut. www. Zynga Game Network Inc.imrbint. Reference: IMRB International. Senapati Bapat Road. reconsumable. or influential on the next generation of consumers than video games.com.com 9|Page . Farmville is the most popular game of the time.. engaging.com Zynga Game Network Inc. the transition has been slow. www. Endnote Games are the “crack cocaine” of new media and the darling of cyberspace. ‘A’ Wing.com Facebook. Currently several Indian companies are starting to focus on customizing content for the Indian market using local themes.zynga. video games will be the dominant media consumed by virtually all ages and demographics.time many users who seek an enhanced gaming experience can be graduated to online gaming. Before the end of the next decade. These sites are under Google.zapak.com & Games2win. Although there is tremendous enthusiasm for transforming video gaming into interactive marketing’s next nirvana. opened base at Bangalore. Some are opening their own gaming zones while others are tying up with existing café and helping them upgrade to gaming zones by providing marketing support.facebook. Farmville is part of Zynga.com Zapak Digital Entertainment Limited. icons & games. Mumbai – 400028. www. difficult and fraught with hype and misinformation . www. No media in history is more interactive.
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