iWorld
The Italian Ministry of Foreign Affairs launches its first video game in India
Mumbai: The Italian Ministry of Foreign Affairs (Italian MFA) has launched Italy Land of Wonders, a video game that aims to promote the country’s culture and heritage. The title is available to download for free on App Store and on Google Play.
As with all the cultural initiatives by italiana.esteri.it, Italy Land of Wonders is part of Italian MFA’s general post-Covid programming strategy aimed at supporting Italian culture as well as creative sectors. The interactive game is targeted at both children and adults and is currently available in English for iOS and Android, smartphone and tablet, via italiana.esteri.it, Italian MFA’s new portal dedicated to Italian culture in the world, the official statement read.
The game has several interesting characters, who will help users explore Italy. From opera to baroque to famous movie soundtracks, the original scores in the video game are inspired by the great Italian classics. The music helps set the mood to a game that is also an engaging and informative learning tool for schools that teach Italian as a foreign language. Itlay Land of Wonders also serves as a travel guide, thanks to a collection of 600 articles filled with stories, news, and fun facts.
Ministry of Foreign Affairs and International Co-operation, director-general for cultural and economic promotion and innovation, ambassador Lorenzo Angeloni, said, “Today, the mobile gaming market is one of the main channels for the diffusion of every type of content, including cultural and informative topics. It’s our job to leverage any opportunity we see to promote our country and its culture to the world. This is why we have embraced the mobile platform and are communicating in a way that is innovative not only for our Ministry but also for Italy’s public administration in general. We are engaging with a younger audience with ‘Italy Land of wonders’ and it is our objective to engage people from all over the world and to get them interested in our country and its beauties, creating a sense of familiarity that can guide them, one day, to the actual discovery of our territories and our products.”
“’Italy Land of wonders’ isn’t just an enjoyable mobile game – it’s a real Made in Italy product, skilfully mixing culture and technology,” Angeloni added.
The game is being launched at a time where India has placed itself on the top in the global gaming industry. As per SensorTower’s data, the first nine months of 2020 saw India rise to the number one spot in mobile game downloads worldwide, clocking 7.3 billion installs and raking in a 17 per cent market share of the installs volume.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
