India's Gaming Industry: A New Frontier

The Indian gaming industry has undergone a significant transformation since 2018, with the launch of PlayerUnknown's Battlegrounds marking a pivotal moment in the market. Prior to this, real-money gaming titles dominated the Indian gaming landscape, but the success of Krafton's multiplayer shooter demonstrated a desire for more diverse gaming experiences. According to independent consultant Sameer Desai, the launch of PUBG changed perceptions of gaming in India, which was previously seen as either a children's activity or too violent for kids. The game's popularity coincided with the decreasing cost of smartphones and data, creating a perfect storm that propelled the industry forward. Sharmilee Daru, founder of 4WD Gaming, describes India as a "mobile-first market" with a growing appetite for Western-developed games. While international titles have found success in India, local developers are now creating their own games across various categories, including AAA and casual titles. The Indian gaming market is expected to continue growing, with revenues predicted to reach $1 billion by next year and $9.2 billion by FY 2029. The introduction of the Unified Payments Interface in 2016 has facilitated this growth, making it easier for players to make in-game purchases. However, the majority of popular games in India are still developed overseas, with titles like Valorant, Clash of Clans, and Free Fire dominating the market. Despite this, the success of PUBG has inspired Indian developers to create their own midcore shooters, such as FAU-G Domination. Indian gamers have diverse tastes, with anime and cricket games being particularly popular. The console and PC market in India is relatively small, but indie developers are still targeting these platforms in the hopes of reaching a global audience. Chirag Chopra, founder of Lucid Labs, notes that getting attention for games in India can be challenging due to the lack of a traditional games media scene. Indian indies often rely on cold emailing and attending international events to get their games noticed. Securing finance from Indian investors and funding programs can also be difficult, as many do not understand the gaming industry. Chopra believes that the challenge lies in educating investors about the potential of the gaming market and the need for more support from the government. The Indian government has limited support for the gaming industry, with no direct channels between studios and government. However, developers are working to change this, and there is increasing support from ID@Xbox and PlayStation's India Hero Project. When releasing games in India, publishers need to consider the mobile-dominated market and the importance of localized pricing. A $5 purchase in London is not equivalent to a $5 purchase in India, and publishers should adjust their pricing accordingly. With 23 languages spoken across India, localization might seem daunting, but English penetration is high, and culturalization is not essential. However, India is a diverse country with 28 states, each with its unique culture, language, and customs. Therefore, publishers should adopt India-specific policies rather than applying a one-size-fits-all approach to the Asia-Pacific region.