The gaming industry in India is witnessing an unprecedented boom, driven by the proliferation of smartphones and the internet. According to the “Beyond the Tipping Point: A Primer on Online Casual Gaming in India” report, India’s gaming market is projected to grow by 113%, from INR 136 billion ($1.83 billion) this fiscal year to INR 290 billion ($3.91 billion) by 2025.
As this dynamic sector evolves, companies like Zupee are redefining the gaming experience with innovative approaches and a deep understanding of their audience. With a focus on inclusivity and entertainment, Zupee has carved a niche in the real-money gaming market, becoming synonymous with engaging gameplay and tangible rewards. In this episode, we have Nishant Jaiswal, Marketing Lead at Zupee, discussing several key topics. Let’s dive into the strategies and insights that have propelled Zupee to the forefront of India’s gaming industry without further ado.
Introduction
My career spans over a decade. I started advertising with Ogilvy and JWT and then transitioned to digital marketing at Gana.com and Mahindra Comviva in Nigeria. Back in India with Lenskart, I deepened my understanding of omnichannel marketing. Now, as the Vice President of Digital Marketing at Zupee, I lead our strategies in the competitive real-money gaming market, focusing on the Bharat audience.
Zupee, a pioneering force in the Indian gaming landscape, has redefined the gaming experience with its innovative approach. Founded on the principles of inclusivity and entertainment, the organization has become synonymous with engaging gameplay, tangible rewards, and fair play. As we delve deeper into Zupee’s evolution, we’ll uncover the strategies and initiatives that have propelled it to the forefront of India’s RMG sector.
The Gaming Industry: A New Arena
From casual games to real money gaming platforms, the Indian gaming market has proliferated. With smartphones and handheld smart devices flooding the space, India has become a fertile ground for the gaming industry.
Zupee has played a pivotal role in this evolving landscape, offering users unique and engaging gaming experiences nationwide. From its inception, the organization has focused on innovation, inclusivity, and fair play, setting itself apart as a leading player in the Indian gaming industry. With a diverse portfolio of games and a user-friendly platform, the platform continues to attract a growing number of players seeking entertainment and rewards.
My association with Zupee has been nothing short of serendipitous. As the Vice President of Digital Marketing, I have witnessed Zupee’s evolution into a powerhouse in the Indian gaming sector firsthand. Our strategies focus on acquiring customers, building long-lasting relationships, and delivering exceptional gaming experiences. Zupee’s commitment to innovation and customer satisfaction has positioned it as a frontrunner in the dynamic and competitive Indian gaming market.
Understanding the Bharat Audience
Understanding the Indian audience has been critical in my role at Zupee. The Bharat audience is the vast Total Addressable Market (TAM) for gaming in India, distinguished by differentiated gaming preferences and behaviors. To better connect with this diverse audience, we have further divided our market into categories, such as fantasy gaming, card games, and casual board games, all resonating with different player segments. Sports fans enjoy fantasy gaming. Strategy fans prefer card games like rummy and poker, while everyone enjoys casual board games like Ludo and Snakes and Ladders, reflecting India’s culture. This customer segmentation enables everyone at Zupee to customize their offerings and marketing strategies to meet the Bharat audience’s diverse demands. By aligning game offerings with this diverse group’s cultural and entertainment values, Zupee has maximized its reach and engagement in India’s dynamic gaming market, ensuring that we effectively meet the needs of a broad and varied player base.
Marketing Strategies and Customer Retention
The path to sustained success in the gaming arena necessitated developing and abiding by key marketing metrics. One of these has been evaluating Lifetime Value (LTV) by Customer Acquisition Cost (CAC). The rise and fall of this value vis-a-vis every game launch has been a consistent determinator of whether our strategies are working.
For example, suppose the cost of acquisition surpasses the LTV. In that case, it is an indicator that the project is perhaps unsuitable for the Bharat economy, or a dramatic transformation of our strategies is required to tip the scales in our favor. My journey in digital marketing has highlighted the criticality of early retention metrics, serving as early indicators of long-term user engagement and product success.
Reaching out to resonate deeply with users has been instrumental in the company’s rise. We have ensured that each marketing channel and touchpoint contributes to a robust and enduring user relationship. We leverage the insights from the first interactions to refine our strategies and relook at best practices deployed, i.e., whether there is a seamless alignment between the marketing goal and promotional execution. Through it all, I focus on fostering loyalty and creating user stickiness.
The Role of AI and Machine Learning
Integrating AI and Machine Learning (ML) into our gaming platforms has been a game-changer for Zupee. These technologies have empowered us to predict player behaviors and enhance customer experiences with precision. As we dive deep into user data, AI and ML allow us to craft personalized gaming journeys, improving engagement and retention. The journey hasn’t been without challenges, including the need for substantial data infrastructure investment and navigating the complexities of data analysis, all while prioritizing our users’ privacy and security.
However, the benefits far outweigh these hurdles. They offer us insights into player preferences and enable us to tailor our marketing and game development strategies effectively. This technological integration has been crucial in maintaining Zupee’s competitive edge and highlights our commitment to innovation and customer satisfaction in the dynamic gaming industry.
The Importance of Trust and Community in Gaming
Trust is increasingly becoming a kingpin in the world of gaming. Today, it is not enough to put out stellar games but also enough to propagate responsible gaming. To this end, we take tangible steps to mitigate addictive behavior and future mishaps. Every user enters the Zupee universe by answering basic questions on age and consent. Following this, they are alerted about spending caps and asked how much of a stake they will take. Based on this information, we monitor the gaming environment closely, and any deviancy is met with intervention and advice. In drastic cases, we recommend help, such as speaking to a counselor.
We are committed to providing a real gaming environment with no permissions for Non-Player Characters (NPC) or bots that skew the game considerably and adversely impact brand trust and transparency.
Our community engagement efforts have been instrumental in retaining users and enhancing their trust in us. By showcasing real players and their experiences, we’ve cultivated a sense of belonging among users.
Leveraging social proof and customer feedback has been central to our strategy, allowing us to fine-tune our services and improve retention rates. This dual approach of responsible gaming and active community engagement has been key in establishing Zupee as a trusted name in the gaming industry, thereby driving up user satisfaction by a few notches.
Afterword
At Zupee, we’ve closely watched the impact of strategic digital marketing in the gaming sector. Looking forward, we envision a future where advanced technologies like AI and ML, combined with a focus on trust and community, will continue to shape our marketing strategies. This approach will keep us at the forefront of the gaming industry, delivering personalized and engaging experiences to our users.
As the gaming industry continues to evolve, Zupee remains committed to pushing the boundaries of innovation and customer engagement. Our dedication to understanding the Bharat audience and integrating advanced technologies into our platform has positioned us as a leader in the real-money gaming sector. By fostering trust and community, we ensure our users have a secure and enjoyable gaming experience.
The journey ahead is filled with exciting possibilities. At Zupee, we are focused on creating immersive and rewarding experiences that resonate with our diverse audience. As we continue to innovate and grow, our commitment to excellence and customer satisfaction will guide us towards achieving even greater milestones.
Thank you for exploring Zupee’s journey and insights with us. We would love to hear your thoughts and feedback. To dive deeper into our strategies and vision, listen to our full podcast on Spotify or YouTube, and don’t forget to leave a comment. Stay connected with us for more updates, and follow our blog and social media channels for the latest news in the gaming industry. Together, let’s shape the future of gaming and digital entertainment.
About the Author
Nishant Jaiswal, Vice President of Digital Marketing at Zupee
Nishant Jaiswal is a marketing pro with over 15 years of experience across domains like Performance Marketing, Branding, and Retention. At Zupee, he’s the VP of marketing, leading the charge of user acquisition, product marketing, and re-engagement strategies.
With a knack for achieving incredible results, Nishant has driven a 10X surge in monthly new depositing users at Zupee and boosted revenue growth at Adda52 by 45% year-over-year. He’s your go-to guy for everything digital, from Google and Facebook to AI/ML-based DSPs. Always strategic and hands-on, Nishant is passionate about driving business results and achieving key performance indicators.
