Nov 29 2021
BATTLEGROUNDS MOBILE INDIA (BGMI), developed and published by South Korean video game developer KRAFTON, Inc. onboards Flux@The Glitch, the content wing of The Glitch, a VMLY&R agency to create engaging and intriguing video content for users.
This partnership will focus on disruption driven and industry-first ideas to unleash the full potential of the BGMI brand in the Indian market, by bringing new players from various demographics across India, into the BGMI ecosystem. The goal is to provide information and inspiration driven content based on awareness and engagement. This will help pull the community of both - the advanced gamers as well as the casual gamers into the game.
With the increasing availability of smartphones and cheaper data plans, mobile gaming has become one of the fastest-growing sectors in India. Considering that the mobile gaming industry in India is expected to treble in size over the next four years, and the constant demand for FPS (First Person Shooter) games in the Indian mobile gaming market, the sky is the limit.
BGMI is India’s premier, free to play, multiplayer, battle royale game, that is changing the gaming landscape in the country. KRAFTON received an overwhelming response from gamers in India for BGMI. Within the first week of the launch of BATTLEGROUNDS MOBILE INDIA in August this year, KRAFTON saw an overwhelming 40 million downloads and 16 million Daily Active Users.
Tathagata Ray, Creative Director at Flux and the Creative Lead on the account, said, “The gaming universe is growing exponentially in India, rallied by a majority of mobile gaming players like Battlegrounds Mobile India. As an avid gamer myself, I am super elated with an opportunity to grow the Battlegrounds community in India. The industry is yet untapped in India, and the promise is that of category first innovation and content."
Throughout their collaboration, the highly qualified creative team at Flux will work together with BGMI to create intriguing, engaging and relatable video content, to showcase the potential of the game as well as the brand.
Varun Anchan, Associate Vice President- Strategy & Business, Flux@The Glitch spoke about what makes this collaboration exciting. He said, “More than a game, BGMI is a part of pop culture and we’re more than happy to have it as part of our portfolio. We’ve put together a team of mobile gaming enthusiasts who’d like nothing more than to work on a brand like this. What makes this even more exciting, is where we are at as a country when it comes to gaming. The YOY growth of the gaming industry as a whole and of mobile gaming, in particular, is just tremendous.”
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