The growth of the online gaming industry in recent months has in numerous ways reflected a human way of behaving. During a pandemic, we saw an increase in online gaming, and thus, there were a lot of users socializing on gaming stages close to OTT. However, presently, with individuals leaving their homes, getting back to the office, and traveling frequently, the gaming business has seen a change in their buyer conduct as there is a shift towards responsible gaming. Although the online gaming industry keeps on seeing fast development with new trends coming in. We speak to Gunnidhi Singh Sareen, VP Marketing, Head Digital Works, about the changing trends in the gaming industry post-COVID.

What is the current scenario of esports and the online gaming industry in India?
Gunnidhi Singh Sareen: Around the world, the development of esports was turbocharged during the COVID-19 pandemic. As individuals remained inside with more dispensable time in hand, they enjoyed online gaming more. Online gaming has started to be seen for stress relief, entertainment, and as a platform through which you can socialize. This, along with India’s monstrous youth populace, developing internet penetration, and the affordability of cell phones, has prompted the fast development of esports in India.

As of now, the Indian gaming industry is saddling the latest innovations, software, better connectivity, gadgets, and preferences, making it considerably more boundless. Localized gaming interfaces and vernacular content have made online gaming popular even in level two and level three urban cities. A few small cities have seen over 100% to 200% development in online gamers. The future of online gaming in India is exceptionally encouraging, with revenues projected to reach a stunning $3.9 billion by year-end. (as reported by IMGR). More modest towns will act as huge massive pools in this development, and to wrap things up, we all look forward to the debut of esports at the Asian Games 2022.

Can you comment on the versatility of esports and the factors enabling their rapid growth in the country?
Gunnidhi Singh Sareen: Esports is a very flexible game as it permits individuals across geographies to connect and play from the comfort of their homes. The industry is still in its early stages and is extremely dynamic. This guarantees there is a long way to go and you can forget about changing consumer behavior and helps keep the newness alive in marketing campaigns and user experience. competitions for the same variety in scale, operations, and frequency. One of the principal reasons why there has been growth in eSports viewership is that more individuals are finding out about it; be it because of fascinating configurations, gamers’ live streaming, influencers, or the ascent of platforms offering live eSports coverage.

Generally, the shift from offline to online during the pandemic truly sped up the development of the industry. Finally, the introduction of high-speed internet has made all of it possible, paving the way for online games to cross borders. Indeed, even in the remotest town, those equipped with a cell phone play online games. It has turned into a means for individuals to connect, and its competitive nature imparts on individuals the need to play over and over.

Numerous different elements in the pipeline will influence the fate of the sector. For instance, the accessibility of virtual reality features in mobile phone games is as yet restricted, but this is ready to develop consistently and create another gaming universe altogether. The scene of digital platforms is good to go beyond the creative mind, and it will be fascinating to perceive how it takes esports higher than ever before in a very long time.

What is fostering the transition of people viewing esports and online gaming as a hobby to a profession?
Gunnidhi Singh Sareen: Professionals today look for something beyond great work culture and attractive pay packages. In the wake of acquiring a tonne of experience with online gaming or esports, gamers have begun to comprehend and use the fame of these games. They are looking to have a significant effect and broaden their skill sets across sectors. What propels the gaming industry to flourish and be entrancing is that it offers an environment for innovative juices to stream and offers one a chance to develop something significant while encountering critical development directions. This, alongside the quick development of the sector, has led to numerous nerds joining the gaming space.

The industry offers a vast opportunity for one to level up their skills. One has the freedom and adaptability to switch roles to have a better understanding of the industry, unlike in different roles where there are more limitations.

Another viewpoint that is driving this change is that online gaming is currently being seen as a salaried profession and one that offers beneficial prize money. This isn’t all. Talented esports players are being signed by big organizations, who then, at that point, assist them in becoming worldwide stars. Ads and brand sponsorship agreements are additional ways to create high revenue numbers for the industry. So, all in all, it’s a lucrative career choice on both sides – as a gamer and as a techie.

What career options can people explore with esports and online skill-based gaming? Are the options lucrative?
Gunnidhi Singh Sareen: I truly believe that the timing could not be better for professionals and recent graduates to join the gaming industry. It not only provides creative roles for techies but also for people who are exploring opportunities in other co-existing sectors such as those of marketing, strategy, analysis, etc. Game Designer, Narrative Designer, Visual Artist, Sound Designer, Game Developer, and Testers are just a few names when it comes to possible career options in online gaming.

Digital metamorphosis during and post-pandemic has led to an exponential surge in demand for skilled tech professionals across sectors, with gaming being no different. Take the example of our company’s efforts. We aim to double our current workforce of 400 by the end of the year. We have already onboarded 100 employees since the beginning of the year and are actively hiring across domains including technology, marketing, strategy, growth, and product. This is a testament to the industry’s being recognized as highly profitable.

Can you share your views on the changing trends in the gaming industry and consumer behavior post-pandemic? What is the difference in user engagement being witnessed at Head Digital Works?
Sareen, Gunnidhi Singh: Today’s educated clients are taking a gander at numerous platforms for entertainment, be it OTT, social media, or online gaming. And, given the limited number of players in each of these formats, there is a need for differentiation and the creation of unique campaigns to strike the right chord. For example, a campaign that connects with gamers from metro cities won’t resonate well with gamers from Tier 3 towns. To fill such holes, it is fundamental to connect market-driven insights with campaign ideas. I believe that focused storytelling and adapting the right media mix are the keys to successful marketing campaigns that truly understand target groups.
Individuals are currently returning to work from offices or are embracing hybrid work styles. During the lockdown, our development in terms of everyday users expanded 2 times when contrasted with the pre-covid period. During the principal lockdown, in addition to the fact that we saw more users on the platform, we additionally saw that the average meeting time was over three hours. Presently, while there is sustained user commitment, we are seeing that the average meeting time has decreased by 30 minutes of the day as leisure time diminishes.

Responsible gaming has come into place because of a set number of office hours with WFH coming to an end and people having to juggle their time. Any thoughts here? What is Head Digital Works doing to ensure the creation of a responsible gaming ecosystem?
Gunnidhi Singh Sareen: As the industry draws the focus on itself because of its huge development, court decisions and confusion have maintained that online gaming is perceived as a legitimate business. There is an absence of the two guidelines governing the industry and of understanding the distinction between skill-based gaming and play-to-play. Worldwide, online gaming is genuinely well-regulated in nations like the UK, USA, and the EU that guarantee that users partake in this type of entertainment responsibly. In India, there is a critical need to address the discernment and vulnerability encompassing online gaming to keep away from the furthest points. Furthermore, it turns out to be significantly more integral as a gaming organization to advocate responsible gaming for all players.

As a company, right from day one, we have taken pride in advocating responsible gaming. Most recently, to drive this narrative even more deeply, we got onboard megastar Shahrukh Khan as our ambassador for the first of its kind ‘Chalo Saath Khele’ campaign for A23. We have a clear vision of adopting a Gamer First approach wherein gaming is uncompromising and uncomplicated. We go all out to ensure players on our platform are indulging in responsible gaming; we provide self-care options like time and deposit limits to ensure we regulate gaming patterns; assessments with suggestions based on results; and last but not least, our proactive approach to reach out to users and help them make informed choices. While we are here to facilitate and reward social connections through gaming, our focus is to do it responsibly. It is our endeavor to provide premium but inclusive platforms for skilled gaming enthusiasts and self-made champions who display a high degree of professionalism.

What is your vision for the future of gaming and how is Head Digital Works going to augment this growth?
Sareen, Gunnidhi Singh: The industry is scheduled to be filled consistently before long, giving ample vocation opportunities to the generations to come. Entertainment entered the esports space in 2020, a pattern set that has been strengthening as the industry grows in size and authenticity. More recent monetization patterns are also expected to multiply, and digital merchandise is expected to play a larger role as a revenue stream in the industry. With various new advancements coming into the picture, for example, 5G, which will offer significantly faster speeds, and gaming on the cloud, which will give gamers in VR improved experiences, what’s in store is undeniably fantastic.

As the oldest skill-based gaming company in India, our vision is to innovate and build our product portfolio based on changing consumer trends, messaging, and user demand, leading the industry in developing new markets and customer segments with the help of our technology, product, and marketing strategies. All of this while focusing on expanding our team with the right talent and upskilling initiatives. We strive to build an international tech team that will enable us to get insights across countries and, accordingly, enable us to create the most unique gaming experiences and localized campaigns. Last but not least, we will be streamlining our energies to give due importance to diversity in all our efforts.

Credit: Times Now