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Marketing, advertising nurturing customer base in online gaming: Mitesh Gangar, PlayerzPot

by brandequity.economictimes.indiatimes.com Leave a Comment

online gaming industry is working hard to help young entrepreneurs get into gaming – thus aiding in job creation and building a platform to introduce high-tech solutions in entertainment and gaming.

Gaming brands are hoping that the government takes note of its potential and creates a regulatory framework that takes care of the concerns of all stakeholders in this growing industry.

Mitesh Gangar , co-founder and director, PlayerzPot , said that the suggested increase in tax from 18 per cent to 28 per cent as GST may disturb the current economy of the industry and slow down its growth momentum by tightening the cash flow. But the industry will adapt quickly to the new taxation system.

He added that this move will include online gaming under the legal framework and thus, attract investments solely because of its credibility at the global level.

Edited Excerpts:

1. Online gaming has seen considerable growth. How do you see this trend in the coming years?

The online gaming industry has shown a global uptick in interest during the pandemic. Breaking stereotypes of gaming as an isolating hobby, there were users above the age of 60 years, besides young gamers, who connected beyond the comforts of their home from across the world. No wonder that the Indian gaming industry is projecting a faster growth momentum. According to a report by KPMG, the online gaming sector is expected to rise to 510 million by the end of 2022. In terms of revenue, the market is expected to grow at a compound annual growth rate of 21 per cent over the period of next five years, meaning that it will reach USD 3.84 billion.

Supporting such growth is an unprecedented demand in gaming, especially among Gen Z and millennial players. Most of them are also planning their careers as gamers and entrepreneurs in this industry. Paying heed to this development, the government is also expediting efforts to make Indian online gaming a serious revenue and employment generating sector.

I see the online gaming market growing exponentially in the times ahead, with increasing regional penetration, and adoption of advanced technologies such as NFTs, Blockchains , and 5G internet.

2. How can brands leverage the online gaming industry?

The global online gaming market is set to surpass USD 200 billion USD in revenue by 2023. The pandemic has helped people to explore and realise the opportunities of online gaming. Now, this industry attracts advertisements because of its user base, which has target audiences for various customers in other industries.

We see many renowned brands leveraging gaming as an engagement channel, including live streaming, sponsorships, and product placements.

As gaming has provided a strong means to socialise, the industry has become yet another outlet for influencer marketing to thrive in. Popular gaming influencers with a huge following on their social media channels are actively sought by brands for endorsement or sponsored content. Technological advancement has even enabled platforms to check if the player is viewing the entire ad.

Likewise, platforms can also replay the ads which users seem to watch without stopping. Therefore, the mechanism for nurturing audiences is evolving at a fast pace in this domain.

3. Monetisation of gaming is a promising area. How do you see advertising creating an impact for brands through online gaming in India?

If we compare the current gaming scene with that even a decade before, we’d see that tables have turned drastically. Gamers, who struggled to fit in, have become influencers. They are adding value to the next generation of gamers with their content, and brands are leveraging their huge base of followers to reach their target audiences much more effectively.

Both marketing and advertising play important roles in nurturing a customer base in online gaming. It’s very important to communicate the right message to users and spread awareness about our services, new launches, and other relevant information such as offers, prizes, competitions, etc., through multiple marketing channels.

Besides these touchpoints, brands are also using mobile marketing to delight and retain users in their entire engagement funnel. Using promotions to advertise fantasy and casual games simultaneously in their own apps, brands are utilising mobile marketing to generate revenue and grow user base.

4. Which industry tends to benefit more from the rise of online gaming?

Various industries are exploring investment opportunities with the vast user base of online gaming. I think telecom companies are one of these players benefitting the most. That’s because telecom brands have analysed the potential of this industry during the lockdowns, and have already started investing on a huge scale.

A high-quality network with uninterrupted connectivity is significant for a satisfying gaming experience. Lucrative areas such as cloud gaming pivot upon 5G service providers being able to deliver low-latency and high-bandwidth connections. As telecom companies usher in the era of 5G in India, they will leverage greater smartphone penetration and thus, better accessibility to hi-res online games across devices.

5. How is data protection ensured in the gaming industry?

India still lacks an adequate comprehensive regulation of online gaming and fantasy sports. This situation leaves players and their data vulnerable to cyber frauds, theft and even circumstances where platforms freeze suspicious accounts permanently.

In a regulated environment, all companies must adhere to data protection laws, while rigorous audits should be done for specific requirements. While brands are already detecting abusive and fraudulent behaviour with advanced data analytics, it is also possible to monitor login activities and switch devices.

Therefore, gaming platforms, in association with tech companies and the government, should create a fail-proof solution for safeguarding consumer data and thus, maintaining consumer loyalty.

6. What are the challenges faced by the real-time gaming industry?

One of the major challenges faced by real-time gamers is the availability of high-speed internet and bandwidth. Reduced latency and ping are important to give users a real-time gaming experience. Today, game developers utilise high-end technology, complex AI, and design elements which require premium hardware, software configurations and excellent connectivity. We are hoping that the 5G connectivity will address a lot of such pain points to provide a maximised best gaming experience with the best internet connectivity at present.

7. How do you see the expansion of blockchain gaming in India?

Gamers have upgraded themselves from single-player video games to multiplayer online games. Setting the next stage of entertainment is blockchain gaming, which enables a gamer to play real-time and earn money. Blockchain has already proven to be transparent and reliable in other industries, and will be used extensively to create a win-win situation for developers and gamers.

A high sense of innovation, coupled with application of blockchain technology, will aid developers to envision, design, and develop dynamic game interfaces based on specific interests and preferences of gamers.

8. What are the biggest challenges for the industry?

The Indian gaming industry is in its booming phase since the pandemic. However, fantasy gaming and mobile gaming are mistakenly associated with gambling. That is because of the dearth of rules and regulations that differentiate gambling from ethical online gaming.

Thus, we are still to take significant strides as far as legalisation and governmental recognition of the online gaming sector are concerned. Legalisation would clear a lot of ambiguity and stigma attached to this industry.

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Amazing body transformations of football stars, including Man Utd’s Ronaldo building mass muscle to Hazard losing weight

by www.thesun.co.uk Leave a Comment

FOOTBALLERS will do anything to get an edge over their opponents.

And that means more work in the gym, sculpting their perfect bodies and lifting heavy weights to gain extra muscle.

But these stars didn’t always look like body builders.

In fact, these athletes have enjoyed a remarkable body transformation over the years, even when they could not train normally last year during the coronavirus lockdown.

EDEN HAZARD

When former Chelsea star Hazard moved to Real Madrid in a deal worth £130million, Los Blancos were delighted.

But they wouldn’t have been happy when he turned up to training seven kilograms overweight.

Even fans pointed out he looked chunky when he reported for preseason games.

However, during the coronavirus lockdown Hazard took his fitness very seriously.

“It’s complicated for me. I’m trying not to eat a lot,” he told RTBF.

“I’m trying not to go into the pantry to eat a lot of buns, but it’s not easy.”

Unfortunately for the Belgian he has still suffered to hit top form since for Madrid and has been linked with a move to Juventus .

CRISTIANO RONALDO

As a youngster, the five-time Ballon d’Or winner was often called too skinny by his coaches.

But through the years, Ronaldo went from lanky winger to powerhouse forward thanks to a strict exercise regime.

“I put it in my mind that my body can improve,” Ronaldo said.

“With dedication and hard work in the gym I improved a lot on that – at the end of the day it’s down to the person’s mindset.”

A Pilates-based routine that focuses on resistance work to strengthen his core is also key to his success – reportedly giving the Portuguese star the body of a 23-year-old.

At 37, Ronaldo shows no signs of let-up – scoring 24 times on his return to Old Trafford. However, with his future up in the air no one knows wherer he’ll be working out next.

MARCUS RASHFORD

When Rashford emerged on the scene in 2017 as a fresh-faced 19-year-old, his body was still developing.

But having Ronaldo as a role model at the club when he was a youngster was a big help.

The striker watched his now teammate in training closely, adding strength and conditioning work to the technical training he does at Carrington , which has given him a more muscular physique today.

And this summer he’s worked even harder on his physique, putting extra training in Portland, Oregon as he attempts to force his way into new boss Erik ten Hag’s plans.

ROBERT LEWANDOWSKI

The Barcelona striker was sensational for Bayern Munich, and it’s all down to his nutritionist wife Anna.

Through his diet , as well as rigorous training regime, he is now the perfect specimen.

“We changed our diet step by step, first cutting out sweets and then milk,” Lewandowski explained.

“Cows’ milk and soya milk isn’t good for me. Almond milk and rice milk is OK. I don’t really drink alcohol, either. Maybe wine but only sometimes.”

ADAMA TRAORE

A devastating blend of pace and power, Traore’s game has come on leaps and bounds.

And social media blew up when snaps of the Spain winger emerged showing off a raging bicep that would’ve put any Hollywood action hero to shame.

But despite his rippling muscles, Traore insists he doesn’t do any weight training.

“My training? I don’t do weights,” he told La Sexta.

“It’s hard to believe, but I don’t do weights.

“It’s genetic. I exercise, but I gain mass very quickly.”

ADEBAYO AKINFENWA

You don’t get the nickname ‘The Beast” for nothing, as well as a 98 strength rating in FIFA 20.

Football’s former strongest man Akinfenwa, 40, ruffled defenders’ feathers playing for Wycombe Wanderers in League One from 2016-2022.

To fuel his weights sessions, the striker ate like a beast too, although his weight does go up and down.

“Breakfast is Weetabix with honey,” he told the Daily Mail.

“At training there will be some kind of chicken. Our chef personally does chicken for me and that makes me very happy.

“Then a shake in the afternoon. For dinner, again it’s probably chicken, potato and coleslaw. My partner is half-Nigerian, half-Caribbean so it may be the curry goat, rice and potato. It’s the carbs I need to eat.

“I throw in the odd Nando’s. Quarter-chicken, medium breast, chips, corn on the cob and five wings. I don’t deviate.”

HULK

The aptly named Brazilian striker has always been admired for his physical stature.

Built like a truck, Hulk is currently terrorising defenders back in Brazil for Atlético Mineiro, who he led to the Brazilian title.

But there was a time when the former Porto star looked a little overweight, rather than chiselled.

He has toned up now, and looks fitter than his 36-years suggest.

SERGIO RAMOS

The Real Madrid legend’s Instagram account is littered with videos of high-intensity workout videos.

When he was at Sevilla, he was just a beanpole of a defender. Now, he’s the real deal.

“My training routines at home are usually focused on functional and isometric exercises, always ending with some cardio work,” the now Paris Saint-Germain star revealed.

And for Sergio, a healthy breakfast is the perfect to start the day.

He revealed: “I usually take a coffee, some whole-grain bread with protein like turkey breast or a poached egg, and a piece of fruit.”

GEORGE ELOKOBI

There’s no doubt about it, Elokobi is hench.

The former Wolves star, who played for National League side Maidstone United until retiring this year, was always a crowd favourite because of his size.

At only 5ft 9inches, he isn’t the tallest. But he earned the nickname of ‘The Body’ at Molineux because he was pure muscle.

The defender even stripped down to his smalls on the catwalk during a charity fashion show at the club.

MARIO BALOTELLI

The fiery former Manchester City striker was always tall and lean.

But after celebrating scoring for Italy against Germany in Euro 2012, he was keen to show off a ripped torso as he flexed his muscles shirtless.

However, the normally fit Balotelli was anything but in 2018 when he returned to training for Nice reportedly two stone overweight when a move to Marseille collapsed.

He soon dropped half a stone and was back to normal and is now playing for Turkish outfit Adana Demirspor.

ALEXIS SANCHEZ

The ex-Arsenal and Man Utd striker, who has just joined Marseille, takes his training very seriously.

Sanchez enjoys working out alone, and shared a video online strutting his stuff at Man Utd’s Carrington training ground to the famous Rocky theme ‘Eye of the Tiger’ in 2019.

Sanchez has also been seen in the past enjoying sprint drills on the beach. After all, even in pre-season you can’t down tools.

Standing at 5ft 6in, the former Gunner knows he needs strength as an attribute for his game to thrive. And he will be hoping to rediscover his form in France.

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