The Hindu Business Line: Bollywood is increasingly looking at mobile games for marketing movies. A sort of advergaming which increasingly FMCG companies have started using to sell their products (Pepsico does).
The story quotes Sanjay Bhutiani, CEO, P9 Integrated (a movie and entertainment marketing company), “We are trying to create advergames around certain specific movie properties. We are talking to both gaming production companies as well as film producers for this, and hope to integrate a brand too.” This, he said, would help create interest in the movie and give mileage to the brand associating itself with such a promotion.Bhutiani added that advergaming would work for certain genre of films, and, therefore, appropriate projects would have to be identified. Besides increasing interactivity, this could also bring in some additional revenues through pay-per-download.
But the issue here is quality. I remember attending the mobile gaming conference in Delhi in September and bollywood producer Harman Baweja was complaining that he had to abandon the plans to launch a mobile game based on his latest flick for lack of quality.
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