INTERVIEW – KRAFTON India’s Seddharth Merrotra: “We are trying to educate and make parents aware that gaming is a mainstream activity”

Story Highlights

Seddharth shares interesting takes on how BGMI approaches for a collaboration.
We got to know why we see so many collaborations around Bollywood and Cricket in BGMI.

As a seasoned gaming enthusiast and observer of the dynamic mobile gaming market, I can confidently say that Krafton’s partnership strategy for Battlegrounds Mobile India (BGMI) is nothing short of brilliant. With a keen understanding of what makes players tick – novelty, aspiration, and the thrill of the unexpected – they consistently manage to keep their user base engaged and spending.

Battlegrounds Mobile India (BGMI) consistently introduces captivating new collaborations that hold the attention of its players. In a recent interview with Seddharth Merrotra, Head of Business Development at KRAFTON India, and Manva Hunswadkar, PR Manager at KRAFTON India, we explored topics such as BGMI’s partnership strategy, their vision for future collaborations in India, and more. The conversation proved insightful and enlightening.

1. Could you please introduce yourself to our readers?

Seddharth: Hello there! I’m Seddharth Merrotra, responsible for business development and partnerships at KRAFTON India. All our games fall under my watch, but currently, our main focus is on BGMI. My team and I oversee all collaborations and create engaging content within the game to keep users interested.

2. How does BGMI’s approach to partnerships and brand integration differ from PUBG Mobile’s global strategy?

This year, our focus has been on working together locally to distinguish the products available in the Indian market from those in other markets. To achieve this, we began by partnering with various local entities, such as movie productions, which you may have noticed.

INTERVIEW – KRAFTON India’s Seddharth Merrotra: “We are trying to educate and make parents aware that gaming is a mainstream activity”

Initially, there were ventures in Bollywood followed by the IPL, the Mumbai Indians team, Hardik Pandya, and other such instances. Hence, it’s essential to inform and remind the players that this game is deeply rooted in India. Consequently, we are fostering more collaborations, partnerships, or associations that resonate with our Indian context.

3. Why not make any India-specific outfits that can be sold in the country?

Response: I agree with your idea! It seems we’ve already featured a few India-themed items in the past, particularly during our Holi event. However, expanding on regional and cultural dresses is an excellent suggestion. Our teams will definitely consider that for future updates. We appreciate such input because it helps us design and test new content within the game.

4. What is the vision for partnerships in India, and how does it align with the game’s long-term goals in the region?

Seddharth: Our approach towards partnerships is quite passionate since we think they should include interesting content or collaborations within the game that keep users engaged. If there are no such collaborations, playing can become repetitive or uninteresting for a player, which is why we strive to come up with unique and fresh ideas.

Beyond just partnerships, we’ve introduced a unique gameplay experience known as WoW (World of Wonder) Mode. This new mode is gaining popularity fast, as players find it appealing. Unlike traditional maps, some WoW maps don’t feature weapons and the objective isn’t to conquer all opponents. Instead, you race around, engaging in various activities. It’s quite distinct from standard classic matches.

You’ll hear some very good news in the coming months about the kinds of collaborations we’ll have.

Apart from what was previously discussed, the emphasis on partnerships with local communities underscores our commitment to making this a game tailored for Indian players. Keep an eye out for exciting collaboration announcements in the upcoming months.

From a dedicated fan’s perspective, I’d put it this way: Every move we make, whether it’s teaming up or innovating new tech, is essentially a learning journey for us. It allows us to gauge our players’ preferences, helping us determine what they love or dislike. When something doesn’t resonate with them, we tweak and adjust it. This process not only keeps our existing users hooked but also draws in new gamers to join the fun!

The beta version is currently available, though only to a select few. Once we formally release, it will be accessible to a broader group, including more active game players. This allows us to collect valuable feedback, which in turn enhances the overall user experience.

5. How do you ensure that brand partnerships are culturally relevant and resonate with Indian players?

When tackling a brand, we meticulously conduct research that engages various departments within the organization such as marketing, product development, design, partnerships, and business development. This collective brainstorming session helps us identify the leading industry players, typically around five or six. We then narrow down our list and reach out to the top two contenders first.

In a unique partnership, our team joined forces with Hero Motorcycles. This was the inaugural collaboration of its kind in India within the Battle Grounds Mobile India (BGMI) scene. The partnership consisted of a joint giveaway contest and an in-game event. Three motorcycles were provided by Hero, while we hosted the event. The community responded incredibly well to this partnership, with numerous positive messages flooding my DMs.

This provides us with understanding of what’s effective in an Indian context. Occasionally, a partnership may not yield success, but it serves as a learning opportunity. In case of a sporting event, linking it with something non-sporty might not connect well due to the intense focus on the games. Therefore, we consistently reassess our strategies for better results.

Beyond what he’s mentioning, let me also emphasize that we tend to strategize well in advance. It’s not merely about planning for Christmas in December; we might have already pondered over it as early as 2023. This approach keeps us forward-thinking and allows us to introduce groundbreaking concepts. If we didn’t, everyone would be doing the same thing. All brands are striving to make their presence known. We simply plan a step ahead, similar to how the fashion industry works, launching collections for 2025 now. Our thought process is analogous to theirs.

Seddharth: I mentioned that you’ll receive positive updates regarding the upcoming year because producing items requires patience. We have approximately 200 million registered users in India who play Battle Grounds Mobile India (BGMI), which is exclusively available in India. To ensure a seamless user experience, our headquarters employ over 500 game testers who test the game across various devices like Apple and Android, multiple times to prevent any potential issues.

6. Since you mentioned planning, how long does it generally take to approve a brand collaboration?

The timeline isn’t fixed; it varies based on the specific industry and brand. In some cases, it might take 60-90 days, while for movie collaborations, negotiations could begin just 20 days before the trailer premiere. For significant deals like the one involving Ranveer and Deepika, a considerable amount of time is spent on both sides detailing the in-game elements and then creating the avatars and faces to be unveiled. The testing phase, which aims to make sure every aspect of an interacted item is flawless, consumes most of the time. Generally, the process takes anywhere between three to eight months or so.

7. What feedback do you consider when planning new partnerships for BGMI?

Seddharth: When considering collaborations, we look at past performances in the same genre or category. For instance, if it’s about sports, we review its previous success. If it’s about a celebrity or individual, we evaluate their past achievements. We also check for any upcoming movies, events, or projects featuring the celebrity or athlete. These aspects are crucial elements in our team discussions before making a decision about whether to proceed with the collaboration or not.

In about 10 collaborative ventures, it’s common to find that only a handful of them are actually successful. Usually, around 8 or 9 turn out well, but there might be instances where 1 or 2 don’t quite pan out. These experiences help us identify potential issues, such as incompatibility with the game or perhaps timing concerns, so we can learn and improve for future collaborations.

8. Looking at previous collaborations for BGMI, why do we see more movie and entertainment-related tie-ups? Is it because Bollywood is so popular in India?

Seddharth: I’ll share two aspects regarding this question. Firstly, gaming in India is on the rise and we aim to enlighten parents about it being a common pastime, as they often view it as an unconventional activity: “They think it’s just like sports, without any steady income.” However, this isn’t accurate. Our goal is to shift this perspective. We engage with Bollywood not only because their audience is youthful but also because their viewers include parents as well, broadening our reach.

In essence, by partnering or working together, we aim to connect with a broader segment of our adored fanbase – the one passionately devoted to Bollywood. To achieve this, we blend Bollywood’s charm with Cricket, reaching out to them and informing them about various avenues for participating in gaming. We want to highlight that gaming can be seen as a viable career choice or mainstream occupation.

When we engage in a collaborative effort or partnership, our aim is to connect with a broader section of our audience.

As an ardent admirer, I’m thrilled to share that we recently collaborated with the illustrious Neeraj Chopra, a shining star in the realm of traditional sports. Our partnership kicked off at last year’s BGIS, where he graced us with an electrifying pep talk. Let me tell you, it was a scene to remember! The crowd went wild as he stood before us, fresh from his silver medal win and brimming with Olympic spirit for the coming year.

This year, we advanced things by introducing in-game merchandise depicting him and launching a promotional effort. He’s an atypical sports celebrity who has now moved into the mainstream. Unlike traditional Bollywood or cricket idols, he offers a breath of fresh air, but as Seddharth pointed out, Bollywood continues to be influential when it comes to creating a stronger brand image in India.

9. Now coming to the interesting part, that is the revenue part. So, how do brand partnerships contribute to BGMI’s revenue? And what monetization model works best in India?

As a Gamer: In India’s gaming landscape, the approach for brand collaborations can differ. Some brands are prepared to shell out for partnerships because they have ties with an intellectual property that’s relevant to the game world. They get the game’s vibe, its market standing, and its appeal among players. For instance, if a brand is aiming at the 18-25 age group, and their product syncs with this demographic, they are more inclined to put money into this alliance. The crucial factor is how much the game connects with the audience they wish to engage.

Instead of saying “You just pay me,” let’s phrase it as “Let’s work together on a partnership.” In this collaboration, you provide something, I’ll offer you visibility within the game, but there’s more to it—you also need to contribute something outside the game. As a digital powerhouse, we can help boost your presence. But what can you offer us in return physically?

The choice between visiting markets or your retail outlets largely depends on their impact on revenue. In some cases, it’s a minimum fee guarantee. However, when considering this against the revenue, it’s not particularly impressive. In fact, it’s quite lower. This is because most of the income comes from in-game purchases such as skins and other items.

10. How do partnerships impact players’ spending patterns in terms of in-game items?

Just as I mentioned earlier, repeatedly using the same outfits can lead to boredom. That’s why they often spend money on new ones. However, when there’s a collaboration like the one with Ranveer Singh, it becomes more appealing. In our case, we had two distinct avatars and skins in various colors. Being a BGMI player myself, I too bought his skin as it was exceptionally well-crafted and attracted me. Generally, we design items that are appealing to users. For instance, we release X-suits, skins, or vehicles that are flashy and aspirational for the players. This strategy seems to work effectively when we collaborate with others.

11. What role do partnerships play in maintaining BGMI’s competitive advantage in the Indian mobile gaming market?

Seddharth: Currently, Battlegrounds Mobile India (BGMI) is the nation’s favorite game, so we initiated a campaign titled “India Ki Heartbeat“. This campaign has resonated deeply with our audience and is being widely used across various platforms. Although I wouldn’t claim it as the primary driver for sales improvement, it certainly adds an element of novelty and anticipation for users with each new update we roll out every few months. The question that constantly arises is, “What’s coming next?” Whether it’s a fresh vehicle or skin, discounted packs, a royal pass, new maps, or other exciting features, there’s always a buzz about what’s to come.

One of our recent collaborations was with KFC, which didn’t just stop at an in-game partnership. It spilled over into the real world too! The collaboration resulted in a special Battle Grounds Mobile India (BGMI) meal, available at approximately 450 KFC outlets all across India. This aspect of our partnership made it even more thrilling and players appreciated the connection between their favorite game and KFC. I’m not boasting here, but this collaboration definitely piqued the curiosity of players, hinting that something special was on its way.

12. What is in the next year’s pipeline?

Currently, we’re brainstorming alternative ideas. Our initial collaboration was with Alan Walker, marking our foray into the world of music. Subsequently, we worked with the Dolby Association, which involved integrating technology. Specifically, this tech integration concerned enhancing a specific map with advanced sound effects, particularly 3D ones.

Moving forward, you’ll discover our plans in various industries quite soon. Be ready to learn about our new venture firsthand directly from our team. It might involve entertainment, sports, or any other well-known brand – stay tuned!

2024-11-27 03:12

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