In an effort to satisfy the growing demand of Indian gamers for more features and sophistication from their favorite mobile games, Tata and Exent have partnered to bring the first mobile game subscription service to India.
India has emerged as one of the fastest growing mobile game markets in the world. The market is projected to grow at a Compound Annual Growth Rate (CAGR) of over 70% during 2010-2013 according to a recent report by global market research firm RNCOS.
A recent study by Nielsen indicates that smartphone users in India spend more than 40% of total active time on data-centric activities. Seeking to capitalize on this usage, the new Tata mobile game offering built with Exent’s GameTanium™ is the first and only all-you-can-eat subscription service offering unlimited game play of the hottest games on Android.
For the first time in India, millions of Tata customers will have unlimited access to the best Android games like ZENONIA®, Wave Blazer and EDGE, the company informed.
“Featuring an ever-growing catalog of full-version games with no advertising, the highly curated GameTanium catalog is enhanced with editorial features such as ratings, reviews and an extensive collection of game trailers. The service can also be played even while offline for maximum flexibility,” a statement by the company explained.
“The emergence of sophisticated mobile devices at affordable prices and wider range of smartphones along with greater wireless mobile broadband penetration has led our customers to expect much more from their service beyond calling and texting. Android is believed to have a rich user interface that adds functionality to the device and increases the overall mobile experience, especially gaming,” Tata Teleservices Limited’s Head (Mobility – Wireless Solutions) Sharad Arora said.
“By partnering with Exent, Tata DOCOMO customers can now enjoy unlimited mobile gaming with access to the top Android games from around the world,” Arora added.
Exent powers the Games on Demand offerings for the world’s leading service providers.
The company informed that by partnering with Exent, Tata’s wireless customers will benefit from GameTanium’s sophisticated content programming and cutting-edge technology platform, ensuring its extensive catalog of Android titles are optimized for mobile game play.
GameTanium is the only Games on Demand service that allows operators to extend their brand, entertainment offerings and subscriber engagement to new screens like mobile and TV, increasing average revenue per user (ARPU) and strengthening brand loyalty and retention, the company stated.
“We are very excited to partner with Tata. As one of the first telecom operators to launch 3G and other advanced services in India, they are truly at the forefront and share our commitment to delivering only the best to customers,” said Peter von Schlossberg, President of Exent.
“Since the advent of smartphones, mobile game play continues to grow globally each year and by partnering with Tata, we are pleased to introduce GameTanium for the first time to users in India,” Schlossberg added.
The new Tata mobile game subscription service for Android devices will be offered under the Let’s Play brand name for a low monthly fee. A free three-day trial of the service is also available to Tata mobile subscribers.