India is emerging as a significant market in the mobile gaming industry, according to Omar Tellez, VP for Emerging Markets at Niantic. Niantic, the company behind the popular mobile game Pokémon Go, aims to establish India as one of its […]
India is emerging as a significant market in the mobile gaming industry, according to Omar Tellez, VP for Emerging Markets at Niantic. Niantic, the company behind the popular mobile game Pokémon Go, aims to establish India as one of its top five markets for the game.
India is predominantly a mobile-first gaming market, with a whopping 98.8% of users playing games on their mobile phones. The availability of smartphones and affordable data plans make India an attractive market for mobile game developers. Niantic acknowledges the potential in this market and has taken steps to localize Pokémon Go for Indian players. This involves renaming over 800 Pokémon in Hindi and adjusting in-game pricing to better suit the Indian audience.
Niantic’s plans for India go beyond localization. The company intends to engage the Indian audience through live events and community days to build a dedicated fan base for Pokémon Go. The game itself is free to download, with Niantic generating revenue through in-game purchases like raid passes and incubators.
However, there are challenges ahead. Despite a large user base, monetization remains a hurdle in India. Additionally, attracting the attention of mobile gamers who are unfamiliar with Pokémon or the brand poses a challenge for Niantic.
Nevertheless, with 70 million monthly active users worldwide, Pokémon Go still boasts a significant user base, and India is expected to contribute to the next wave of growth. While the core player base falls within the 18 to 34 age range, Niantic also aims to appeal to parents and the entire family with Pokémon Go.
In conclusion, Niantic recognizes the increasing importance of India in the mobile gaming industry and aims to establish India as one of the top five markets for Pokémon Go. The company has localized the game and plans to host live events to engage with the Indian community. While challenges such as monetization and brand recognition persist, India’s potential to drive the next phase of growth for Pokémon Go looks promising.