Is Social Media Marketing on Gaming Portals the next big thing in India?

Social Media marketing is comparatively a new concept in the Indian scenario which is at a very nascent stage but has been successful so far

. Web 2.0 platform is widely used wherein the content is made attractive, generates online conversations, and encourages readers to share it with their social networks. The message spreads from user to user and presumably resonates because it is coming from a trusted source, as opposed to the brand or company itself.

Zapak.com which is India's No.1 Gaming portal has over 120 million clicks per month with 33 million unique users who access these portals for online gaming apart from 7-8 million active users playing games like Farmville, Fishville, Mafia wars and Dragon wars on social networking websites like facebook and other gaming portals.The companies are now eyeing this new trend of users on web 2.0 platforms with the new medium of social media marketing mainly after the recent allocation of 3G and BWA licenses which is expected to convert more and more internet users to broadband facility which is now only available in few selected cities and towns, which in turn will give them access to high speed broadband and will attract new users as well as upgrade the dial up connection users to play games online.As per the recent data of IAMAI the number of active gamers in India has now reached 41.2 percent of the total internet users in the country.

Social Media Marketing has been found successful by India's No.1 gaming portal Zapak.com wherein featured games are now being offered to its users by bigwigs like Hindustan Unilever, Mahindra & Mahindra, United Spirits, Hewlett Packard and Reebok who are part of its esteemed clienteles apart from movies like 3 idiots and Kites who have taken help from Zapak.com to promote their movies through this medium and have achieved significant brand awareness and large amount of clicks on featured games.

Companies like Mahindra & Mahindra promote by giving a chance to the gamers to drive their latest SUV's and scooters online which attracts a lot of users who would like to drive a latest vehicle online whereas companies like Hindustan Unilever has been busy promoting Axe range and entertaining visitors by attracting not only users to its website but also letting users attract girls in the virtual place towards the Axe Effect. Basically all the games have been intelligently designed to showcase the product, the brand and the capabilities of the product online.Let it be by Mahindra by allowing you to drive SUV's in hilly terrains or using Axe on the beach or under water. Mahindra and Mahindra have gone a step forward by stating that it is not only nurturing the current customers but future customers who now drive in a virtual world but would love to choose Mahindra SUV's when they attain legal age.

The Gaming Portals users have also responded positively towards the brand and Mahindra has achieved over 8 million plays whereas Axe Twist has registered over 10 million plays in the current year with the next 7 months to go and new technologies making way, the growth would be tremendous and also considering the cost of advertising on this platforms is comparatively low when compared with the traditional advertising mediums.The integration of social networking websites with zapak.com the market is just becoming exciting for the advertising industry.

Gaming portals cannot be misquoted to be attracting only the kids as it has been observed that a lot of office goers in the age of 25-35 are active users apart from the housewives who play games on web portals of zapak.com in the dedicate girls website in the afternoon time after their daily routine. Kids do make up for the majority of the gamers but with the growing importance of the kids in the household decision making while purchasing new products has got the companies to a new destination of gaming portals to attract and share their thoughts on the product through their internet exposure in the decision making.

With growing internet access through 3G, BWA and Broadband, online game portals like zapak and social networking portals like facebook will have a remarkable growth and companies will be surely moving towards this new trend of promoting products through social media and making aware of its products.

So the next time you log on to Zapak.com don't be surprised to get your hands on new Mahindra vehicles,or hoardings of Axe in your Farmville while you play and visit others farm, while you may be busy browsing though my website let me check out the new Mahindra Rodeo on Zapak.com.

Is Social Media Marketing on Gaming Portals the next big thing in India?

By: Akshay Rao

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