gamification of indian bollywood/tv content

Browne & Mohan

Gamification Of Indian

Bollywood and TV

content

Akash Mohan, PGDM Intern, IIM Shillong

Usha V., Assistant Consultant (Strategy & Marketing)

Copyright of all images belong to their rightful owners

What is Gamification

Gamification of Bollywood or TV content

Is extension of a story line or characters of a movie or a TV show to a game format.

Creation and distribution of game based on “Sholay” Gabbar Singh & Viru & Vijay

fighting antics or “Dance Indian Dance” moves are fine examples of Gamification.

Gamification can be of any platform: mobile, PC, consoles or online. For this study

we are primarily interested in Mobile, and Online only.

From a producer perspective it is extension of the existing content at a huge

cost 30-80 Cr/movie to a lesser format for two primary purposes

Marketing of the primary content (to attract positive word of moth to the movie and

increase footfalls for the movie beyond the first show and involve more viewer

engagement with the TV serial). Some producers may also attempt this for “novelty”

effect”, more so with freemium games.

Other objective is to monetize additional revenue by small incremental investments in

content extension, creation and distribution of the game. This strategy is very similar

to merchandizing options pursued in sports industry.

© Browne & Mohan, 2012

Introduction

Movie titles released last year 107

Avg. cost of a movie 7.5 Crores

No of TV national reality shows

that did > 5 Crores revenue

13

Per episode cost of a reality show 50 Lakhs

Lately there has been a positive convergence trend between the entertainment industry and gaming, but still much can be done to capture more market and monetize the existing market.

Indian entertainment industry was valued at

$16.18 billion, TV revenues were estimated

to be $7.3 billion, Gaming industry revenues

were about $290 million, Online advertising

was about $343 million and Bollywood

inclusive of audio rights was about $2.1

billion in FY 2011.


Gamification Opportunity

Romance

Biography

Comedy

Drama

Musical

Social

Horror

Thriller

Action

Animation

Adventure

Sci-Fi

Sports

Dynamic

Compatibility

Extensible

Personalize

LOW Gamification Scale HIGH


Drivers…….

Favora

ble

Facto

rs

• Improving infrastructure

• Mobile penetration : 650 million(with around 400 million users open to VAS services)

• Broadband user base : 13.33 Million

• Strong user base: 76% of the children of age group 12-18 ( TG for gaming industry) prefer watching reality shows

• Long tail revenues: Bollywood game titles like Delhi Belly released in July 2011 continue to be downloaded 4,000 times a month, even six months after the movie's release

Econ

om

ics

• Last year there were 20 game titles based on movie or TV titles among the top 100 games of the year, generating 10 million downloads

• Assuming each download got an avg. of Rs30 as revenue the total revenue from top 20 such games was 300 million INR

• 30 to 40 % revenue for reality shows comes from texting and mobile interaction which is more than twice than the rest of the world


Business Model

What influences business model

Licensing

○ Who would be the rightful owner of the IP rights,

○ Content and platform flexibility

Revenue sharing

○ Developers, publishers (telecos/ app stores) and the movie producers

agreeing to a contractual revenue sharing model. Trust & monitoring are

the key.

Complementary role

○ Game as a marketing tool to drive theatre traffic

○ Extensibility of first-week phenomenon

Dominant business models that emerge

Outsourcing Model

Licensing Model

Revenue Sharing model


Outsourcing Model

Outsourcing Model : IP rights are held by movie/sitcom producers, and the

developer gets some fixed amount for the game development

• Game developers

get the development

fees

• Producers not only

market the product but also receive

a part of gaming revenue

Benefits

• The content is delivered

to the producers to publish it on

their own website or

involve a 3rd party.

Publishing

• Developers charge some development

fees and develop the

desired content

Development

• Producers/ directors approach

the developers

to make games for marketing

their shows

Initiation


Outsourcing Model contd…

Investment by Producers : 5-15 lakhs

Investment by Developers : 5-15 Lakhs (if developed from scratch) else

3-10 lakhs (if modifying existing content)

Expected life of game : 3 weeks

Break-even downloads for game : 35,000 – 50,000 downloads i.e. less

than 1% of the total active mobile users

Eg. : Agent Vinod, Ghajini , Ra one etc..


Licensing Model

Licensing Model : The game developer buys the IP rights from the

producers and build a game around it.

• Game developers get

whole of the gaming

revenue plus they own the gaming rights

for that particular content

• Producers get the licensing

fees plus promotion of their content

Benefits

• The content is the

property of the gaming company and they

may publish it according to their wish

Publishing

• Developers buy the

rights and develop a

game which would be

related to the theme,

characters and story of the original

content

Development

• Gaming companies

would approach the

concerned people for

the IP rights

Initiation


Licensing Model contd…

Investment by Producers :Nil

Investment by Developers Licensing fees: upwards of 15 Lakhs

Shelf life of game : 3-4 months

Break-even downloads for game : 1.7 Lakh downloads i.e 3 % of the total

active mobile users


Revenue-Sharing Model

Revenue-Sharing Model : Developers get a fixed amount to develop and

publish a game over their own websites. Restricted use.

Developer

Development fee from

Producers

30% of the game revenue

as publishing fees

Producers hold the rights

for movie as well as the

game and get 70% of the

gaming revenue.


Revenue-Sharing Model contd…

Investment by Producers : 5-10 lakhs

Investment by Developers : 5-15 Lakhs (if developed from scratch) else

3-10 lakhs (if modifying existing content)

Expected life of game : 3 weeks

Break-even downloads for game : 35,000 – 50,000 downloads

Eg. : Gali Gali mein shor hai, Kahani etc


Grand strategies for Gaming industry

• Acquire gaming rights for old blockbusters and gamify them

• Advantages

• Licensing would be cheap

• Less marketing effort for games

• Would work well for movies like Sholay etc.

Mint the old gold mines

• The developers would have some already developed games in coherence with the theme of the movie to be marketed.

• Advantages

• Low development cost

• Eg.Was done for movie like Kahani

Refurbish the existing content

• Can be done for sequels wherein either the theme or the characters are same and only some part of the game is to be added

• Eg. Different seasons of reality shows where the theme remains the same only characters are to be changed

Reconstitute of the content

• Making the game on similar lines with a movie / reality show but not in association with their producers

Replication without licensing


Thank You


For any query please contact K Raghavendra 154/A, 2nd floor, 10th A Main Jayanagar 1 Block Bangalore. 560 011 [email protected] 91-80-26565164 91-80 4095 1170

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