Idea Cellular Ties Up With Gameloft To Offer Non-HD Game Subscription

Gameloft, a global publisher of digital and social games, has partnered with Idea Cellular to offer non-HD games to its subscribers on a subscription basis



Mobile operators in the country are trying out different ways to engage with customers. In a recent development, the country’s third largest telecom operator Idea Cellular has tied up with Gameloft, a global publisher of digital and social games.

With this alliance, Idea subscribers would be offered old and existing games from Gameloft and as an inaugural offer, consumers will get one bonus game when downloading it from Idea’s website. However there is no clarity right now on the subscription fees that would be charged for such an offering.

The service is being made available for both prepaid and postpaid users and can be accessed on all GPRS-enabled feature phones and 3G smartphones.

Talking to Medianama, Gameloft confirmed that the games will include in-app purchases which can be made using carrier/operator billing, removing the hassles of other modes of payment for customers. Besides Gameloft is also working on creating similar billing tie-ups with other operators as well, to sell its non-HD games. However, the company is yet to decide on the pricing model and has no plans to start its HD+ subscription service in India for now.

In fact Gameloft inked a similar deal with DisneyUTV in September, 2012 to distribute its mobile games priced at Rs. 30, Rs. 50 and Rs. 99 in India through operator channels and Indiagames website. Alternatively, Gameloft games can also be purchased from its official store via SMS. The deal is supported by major operators in the country but would be interesting if the company keeps it alive with the present deal with Idea.

With mobile turning into the first screen in the country, the online activities in the country are also growing rapidly. In a recent report, Internet and Mobile Association of India (IAMAI) and IMRB states that the number of online user visits to mobile segment has gone up from 6.31 million in January 2013 to 20.70 million in January 2014, registering a Year on Year (YoY) growth of 228 percent.

Lately Aircel tied up with Snapdeal to offer a free data package to customers who will buy a data-enabled phone from the website. The offer, 3GB of free 3G/2G data with a phone, will be valid for a period of three months. Telecom operator Uninor recently announced a deal with Facebook and Whatsapp where it is offering the services at fixed costs rather than on usage.

Mobile proliferation is spiking up in the country with every passing day, while the device sees increased activity levels. With customised data options to customers, mobile content engagement would also be one of the key areas operators would be interested to explore.

But, messaging apps are posing a challenge to the SMS and voice services and now also by offering free and paid games. Will such offers of non-HD games on mobile entice the youth?

Image credit: Livemint