A have a look at the gaming approach of PhonePe and Paytm, and why it’s miles vital for the charge behemoths

In January 2018, Noida-based totally payments behemoth Paytm took the marketplace with the aid of marvel when it announced its foray into gaming, a circulate remarkable then. More than a yr later, Bengaluru-based payments enterprise PhonePe also introduced it’d introduce gaming to the one hundred fifty million users registered on its platform, via partnering with online gaming startup Mobile Premier League.
This results in one query: why are of the most prominent virtual price groups within the us of adding online gaming to their method?

Rightly so, for adding gaming as a class not only attracts users, however additionally will increase the time spent on the app – a fairly sticky use case. Gaming also contributes to global transactions made at the platform, through small in-game purchases.
Data on the net gaming market in India validates this flow. As in line with a file launched by KPMG and Indian Federation of Sports Gaming (IFSG), the overall variety of online gamers in the you. S. Grew ten times during the last eight years to 250 million individuals in 2018.
The record adds that 85 per cent of those gamers favoured devices “because of the power they provide” in terms of the capacity “anytime, everywhere’ utilisation”.
Over the beyond few years, PhonePe and Paytm had been focusing on high depth classes like tour and movie ticketing, online food ordering, and even e-commerce to decorate stickiness and increase transactions. Both additionally offer cash back to make sure these classes to take off.
There is one difference in their techniques even though. Paytm has been building those classes in-residence, also as PhonePe has been taking the partnership direction via its in-app strategy. This holds proper for gaming as nicely.
Last January, Paytm launched Gamepad, a joint venture with Chinese gaming and entertainment company AGTech Holdings Limited. The cell platform supplied social and informal video games on Paytm’s app. Paytm holds a fifty-five percentage stake in Gamepad. In August, Gamepad received a total investment of $sixteen million from One97 Communications and AGTech to increase operations.
PhonePe, in the meantime, has taken a partnership technique, partnering with Mobile Premier League (MPL) and letting customers play fable cricket recreation SuperTeam on the app. Apart from this, the Flipkart-owned bills organisation says it’s miles within the method of partnering with any other fable sports activities platform to extend its gaming category.

Paytm has its very own fable sports cricket game, but the Gamepad platform is firmly centred on casual and social games, consisting of taking pictures and racing amongst others.
Casual gaming may be on the nascent level for PhonePe however it’s far at the organisation’s radar because it scouts for brand new companions (after fantasy sports activities), says Rituraj Rautela, head of the Apps platform at PhonePe. He provides that when fable sports activities and casual gaming, the Bengaluru-based enterprise will flip closer to international partners to assist new state-of-the-art video games on the in-app platform. These may include games like DOTA, Counter-Strike, World of Warcraft, and others.
Both structures remain focused on transactions. While iPhone has made it clear that it will monetise thru in-game purchases, Paytm is giving loyalty points and rewards to customers on Gamepad which may be redeemed via cellular shopping of services and products on their app.
Can content material be the game changer?
Both PhonePe and Paytm also are looking at different content material to preserve users engaged.
Paytm has moved to classes like news to decorate its content method. Rituraj says PhonePe is also looking for different alternatives. However, the employer nevertheless has to determine out the transactional value.
Apart from gaming, the subsequent region where both payments majors are in all likelihood to compete is video streaming. And it isn’t sudden that the two have taken their very own tactics: building it as opposed to partnering with OTT structures.

Dennis Bailey


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