Gaming
PlayTV marketing campaign to break on 23 May
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MUMBAI: PlayTV, the interactive and gaming channel from Essel Group, will kick off the marketing and promotional campaign of the channel on 23 May, with main focus on print, outdoor and ground events. |
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“The initial media blitz will cover print and outdoor. In the next phase of the campaign, we will be organising various ground events,” the channel head and Essel Group director Amit Goenka told indiantelevision.com at the sidelines of the launch event. The channel is primarily targeted at generation X which is in the age group of 15 – 25 male/female. Essel positions this segment as its key TG since people of this age group are more adaptable to technology. Generation Z (25-35 male/female) is also targeted since this group is open to new technology ideas and innovations. PlayTV has a revenue-sharing arrangement with the telecom operators. The gaming channel will get a share of 25 per cent from SMS driven revenue. But it will be co-branding that will be the main source of income for PlayTV, according to Goenka.  Essel Group is clearly inspired by the latest data that Telecom Regulatory Authority of India (Trai) released on Indian mobile phone subscribers. The report puts the strength of Indian mobile subscribers at 55 million. The channel says one billion SMS are sent every month with each subscriber sending approximately 40 SMS per month. About 42 per cent mobile users engage in television interactive programmes and teenagers constitute its 70 per cent. |
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PlayTV has acquired three western game show formats. The channel, which is currently showing three live game shows, plans to extend its original programming to 10 – 12 hours by the end of the third quarter. “We are starting with three hours of original content. We want to test the waters first and once everything – including distribution – is in place, we will be doing more. ” says Goenka. According to Goenka, PlayTV has got encouraging response from rural India also. “we have been getting responses from the rural areas. So, even these backward areas come under our focus area,” he says, adding that the distribution initiatives are progressing in a slow and steady manner. |
Gaming
Konami concludes successful eFootball India campaign
Campaign featuring Rinku Singh, Varun Chakravarthy and other stars boosts engagement ahead of FIFA World Cup 2026.
MUMBAI: When cricket meets football in the virtual world, even the biggest fans can’t help but score and Konami’s latest eFootball campaign in India has clearly hit the back of the net. Konami Digital Entertainment has successfully wrapped up its India campaign for eFootball, which brought together cricketers Rinku Singh and Varun Chakravarthy, actors Naslen Gafoor and Chandu Salim Kumar, and footballers Sahal Abdul Samad and Shubhasish Bose. The multi-star campaign generated strong excitement across gaming, football, and creator communities through social content, fan participation, and in-game engagement.
Building on the initial launch that featured a limited-time Lionel Messi card, the campaign united fan communities, lifestyle creators, football creators, and competitive eFootball influencers. It significantly expanded the game’s visibility and deepened engagement with fans across the country.
The campaign also saw thousands of entries submitted as part of its social media engagement challenge, reflecting high levels of community enthusiasm and active creator involvement.
Looking ahead, Konami plans to build on this momentum with more eFootball experiences for Indian fans as the FIFA World Cup 2026 approaches. With global attention on the tournament set to rise, India will remain a key market for deepening community engagement and bringing fans closer to the action.
In a country that lives and breathes sport, Konami has shown that mixing real-world stars with virtual thrills is a winning formula leaving fans eagerly waiting for the next goal.
