Indiagames Ltd: Mobile Games and Beyond

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Case Details:

Case Code : BSTR218
Case Length : 24 Pages
Pages Period : 1999-2006
Organization : Indiagemes Ltd
Pub Date : 2006
Teaching Note :Not Available
Countries : India
Industry : Game Development

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Indiagames: The Initial Years

Indiagames was one of India's first game development companies. Right from its initial years, the company followed a 'product driven' strategy, concentrating its efforts on developing unique and innovative products for the games market.

The company developed games for touch screen kiosks, handheld gadgets, and the console games market. While the games were developed on game engines written by overseas developers, the interfaces were developed in-house. To target the Indian audience, it tried to create a distinct local flavor in some of its games. Gondal and his team also felt that games based on Indian themes could have a market in other countries because of their uniqueness. In early 2000, Indiagames launched 'Yoddha - The Warrior', India's first 3-D, PC-based, first person shooter (FPS) game. This game was sponsored by Pepsi. In the game, the central character, Yoddha, halts to drink Pepsi during a mission. Another game based on cricket was sponsored by ICICI Bank...

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Indiagames Enters The Mobile Games Market

In 2001, with the dot com crash, Indiagames lost much of the market for its online games and advergames. The alliance with FUNnGAME, through which Indiagames hoped to earn large revenues and greater market access, turned out to be a non-starter.

The company's revenues declined and it had to undertake several cost cutting measures. However, it survived this downturn owing to a strong offline games market and a committed core team. Moreover, it had not completely run out of capital. After the dotcom crash, Indiagames' investors wanted the company to focus on outsourced work in design and servicing of online games for foreign game companies. The fact that major game companies were looking to outsource their work in order to reduce their costs of production and development time meant that companies in low cost countries like India could expect to get a lot of work. But Gondal and his team preferred to create original content as they felt that there was not much of a future in doing outsourced work...

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