Vodafone Idea enters the mobile games market with the Vi Games service

Vodafone Idea on Monday launched its game service available in partnership with mobile game company Nazara Technologies. Called Vi Games, the service claims to offer over 1,200 Android and HTML5-based mobile games across 10 genres directly through the Vi app. Game titles on Vi Games are available for prepaid and postpaid subscribers. While some games are available under a subscription model, Vodafone Idea also offers over 250 free games on the platform for all its customers.

Vi Games offers mobile games based on genres, namely Action, Adventure, Arcade, Casual, Education, Fun, Puzzle, Racing, Sports and Strategy. There are also games based on Disney cartoons and movies, such as Big Hero 6 Bot Fight, Castle of Illusion, Ducktales Remastered, and Disney Kickoff, among others.

Vodafone Idea offers gaming content in three distinct categories: Platinum Games, Gold Games and Free Games.

Gold games are available through a Gold Pass which brings 30 game titles at Rs. 50 for postpaid users and Rs. 56 for prepaid users — valid for 30 days. Platinum Games, on the other hand, will be available on a pay-per-download basis through a Platinum Pass at Rs. 25 for postpaid and Rs. 26 for prepaid users. However, free games are available as free downloadable titles through the Vi app.

Gradually, Vodafone Idea plans to develop the Vi Games proposal with social games and electronic sports. The main objective of the new service seems to be to improve the average revenue per user (ARPU) and to remain relevant in the competition with Airtel and Jio.

“We are seeing a significant increase in gaming consumption in India, with over 95% of gaming enthusiasts using the mobile device to enjoy a wide variety of content,” said Avneesh Khosla, Chief Marketing Officer of Vodafone Idea, in a press release. “We view gaming as a priority area of ​​our digital content strategy and intend to create a comprehensive game encompassing most facets of gaming with the goal of establishing Vi as a preferred destination for casual and serious gamers. .”

Currently, Vi Games does not appear to offer any popular titles for mobile gamers. The operator, however, claimed that it offers a wide range of gaming content from various franchises in India.

The game is indeed gaining momentum in the country, with an estimate of more than 500 million users in 2022 alone, according to a report by FICCI-EY. A separate report by market advisory firm Niko Partners predicts that PC and mobile gaming revenue in India is expected to reach nearly $1.5 billion (around Rs 11,500) in 2025.

Vodafone Idea is currently facing losses and struggling to add new subscribers over the past few months. The telco, however, seems to be trying to improve its position and attract new customers by using the content.

Last year, Vodafone Idea integrated the Vi Movies and TV app into the Vi app to start offering music and videos through its main app. The operator also partnered with Hungama Music in December to offer free access to songs, music and videos to prepaid and postpaid users.