In the gaming world, the engagement and retention rate fluctuates over the span of a week or even a month depending on industry experts. This mainly happens due to the work of home cultivation which gives people ample time to play games and there are several options available in the store. The only way to maintain the popularity curve is to evolve where it started. Nextwave Multimediathe popular game Cricket World Championship 3 (WCC3) is an example that has maintained it. Bagging Best of 2020 Google Play Store award in the user choice category, To become the first local esports game title in India, the game has continued on its way to maintain the upward curve with no intention of slacking off.
In conversation with AnimationXpress, Nextwave Multimedia co-founder and CEO PR Rajendran said: “COE3 brings the thrill and excitement of cricket to a mobile game. Sports simulation is one of the most difficult games to create and we have stayed committed to this journey by continuously improving the game. We have plenty of esports tournaments planned for our most ardent fans for the cricket season. A major game update is also planned during the season.
The game has attracted a lot of eyeballs from all over India. Along with the quality of the game, the game’s promotion strategies have also strengthened its growth curve.
First of all, the game commentary is made by top level cricketers who are well known professional commentators in real life, thanks to which the game experience has been upped by several notches. There are many cricket simulator games in the Indian market, but what is COE3 standing out is the real cricket experience it offers with professional commentary available in different languages. He added, “We believe the language commentary brings fans of the game closer together and keeps them more engaged. We have seen our fans bursting with emotions on social media because of the joy of hearing the game’s commentary in their own language. We are growing further and adding more languages to each release.
Second, they have partnered with AX Deodorant to give their users double the free coins, platinum every day for the duration of the campaign. “By doubling the in-game currency drops, the brand enables premium in-game content to be unlocked just by playing and not paying,” he explained. They are currently working with two major brands during the cricket season – Ax Deodorant and Redbull. Additionally, Redbull Mobile esports Open is live COE3 with daily prizes and starting in the quarterfinals, all matches will be streamed live and will end with a grand final.
Today, many brands are interested in exploring the gaming market and incorporating the brand into games is one of the profitable ways to attract new users as well as revenue. Speaking on the brand’s integration into the game, Rajendran shared: “Integrating the brand with a game results in the creation of exciting events or new content for the game fan, which benefits the game and the brand. Branding is also one of the sources of in-game monetization. In-game events with in-game brand presence allow for much higher brand recall.
Over the years, many influencers have said that it is essential to rightly choose branded content where audiences might find it relevant and that the same rule is followed in games. He further shared, “The brand’s engagement in games has a much higher recall if the brand’s story is woven into the game. The medium has tremendous novelty and can engage with audiences like no other. media. Another reason is that games are very profitable compared to other media.
There are currently five esports tournaments taking place in COE3 thanks to partnerships with Penta Esports, Redbull, ustreak, gamerji and Facebook. Staying focused on sports simulation, they now have a major version that will be released soon, in which they will add more content that is expected to be released next year.