RCB, Nazara look to score off the pitch with a mobile game

first_imgTeam aims to extend its brand franchise beyond the IPL season With a view to cash in on cricket’s popularity, Royal Challengers Bangalore and gaming entity Nazara Games have come together to launch a new cricket game for mobile phones, titled RCB Star Cricket.RCB is looking to extend its brand franchise to the online sphere and create a game that will last more than the IPL season of 90 days. This will also mark the first cricket franchise to have a game off the field and on a screen.RCB Star Cricket is a social cricketing experience with India’s biggest cricketing stars like Virat Kohli, Chris Gayle and AB de Villiers.“Our aim is to create the largest cricketing community on a second screen. RCB will work exclusively with Nazara Games as part of a three-year partnership,” Nazara Games CEO Manish Agarwal told BusinessLine.Agarwal said the company is looking to keep the buzz alive both during and after the IPL season. “Typically, the shelf life of an online game is about three to six months. Our aim is to keep the momentum alive even after the end of the IPL season,” he said.Agarwal said the company is looking at 5-10 million downloads for RCB Star Cricket.RCB Chairman Amrit Thomas said: “Over the past 10 years, RCB has transcended from being just a cricket team to a lifestyle brand that connects with its fans across multiple touch points on digital platforms. We want to offer a more personalised RCB experience to these fans.”The RCB IPL team is owned by Royal Challengers Sports Private Ltd, a subsidiary of United Spirits Limited – a Diageo Group Company. Sridhar B, Chief Digital Marketing Officer, United Spirits Ltd, said the company will leverage its assets base by using key players.“When we look at gaming, we are also looking at a gaming market that is predominantly owned by the affluent class. We may also look at extending the game franchise to an esport league depending on the traction we get,” Sridhar added.Both companies did not specify the investment made into the new game. cricket April 07, 2017 Published on SHARE COMMENTS SHARE SHARE EMAIL COMMENTlast_img read more