Indiagames Ltd: Mobile Games and Beyond

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Case Details:

Case Code : BSTR218
Case Length : 24 Pages
Pages Period : 1999-2006
Organization : Indiagames 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 In The Console Games Arena

In early 2004, Indiagames announced plans to develop a cross-platform game based on Ashoka, a 2nd century BC warrior-emperor of India. The game was to be set in ancient India and included bloody battles, exploration, and elements of strategy.

The game was also to include the warrior-goddess - Kali - and other characters. "We wanted to have an edge. It's a storyline that hasn't been seen before." said Gondal. Ashoka was set to be a game that incorporated innovative integration between mobile and console platforms. "We're not just taking the brand onto multiple platforms -we're taking the game itself onto multiple platforms," said Gondal. Gondal hoped that the universal playability of the Ashoka game would further differentiate Indiagames from its competitors. Though Indiagames had previously developed games for the console market, the games were sold under the names of other publishers. Ashoka was to mark Indiagames' entry into the console game market...

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Despite the huge opportunities, Indiagames had to contend with several challenges. A major challenge was to create a culture of gaming in India. Though Indiagames was doing well in Europe and the US, its market in India was limited to a few pockets. With most Indian parents frowning on video games as a waste of their children's time, the country did not have a large market for any kind of game, and being one of the pioneers in the Indian gaming industry, Indiagames was faced with the problem of creating the market. One of the things the company did to promote gaming in India, was to organize video game competitions regularly. Later, it started organizing competitions in mobile games too...


The single biggest boost to the mobile games market in India was expected to come from the increase in the number of Java- and Brew- enabled handsets. Manufacturers such as Nokia, Samsung, Motorola, and Sony Ericsson had begun to introduce trendy new models, with a host of features at affordable prices, in the Indian market.

As a result of this, mobile game downloads were expected to increase by 300% in 2006-2007. Low data transfer charges and a high growth rate in the number of mobile subscribers were other factors that were likely to expand the mobile game market in India...


Exhibit I: About Mobile Gaming
Exhibit II: Characteristics Of A Good Mobile Game
Exhibit III: The Mobile Game Value Chain
Exhibit IV: Mobile Game Technology/Platforms
Exhibit V: Electronic Arts
Exhibit VI: Mobile Gaming In India
Exhibit VII: The Game Market In India
Exhibit VIII: Gaming Competitions
Exhibit IX: Popular Downloadable Mobile Games In India
Exhibit X: Departments In A Typical Game Development Firm
Exhibit XI: Top Companies In The Mobile Game Space
Exhibit XII: A Scene From The Ashoka Game

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