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By Shreya Negi
For several years now, players in the Real Money Gaming (RMG) ecosystem mainly roped in male actors as their brand ambassadors – case in point being Hrithik Roshan, Salman Khan, Shahid Kapoor, Shahrukh Khan etc. and others who have featured in campaigns for various platforms.
As a result, the category has been dominated by males for quite some time now.
However, an interesting approach to the RMG segment was brought in by Khelraja, who in December 2022 had announced Esha Gupta as their brand ambassador. In another instance, an online rummy gaming portal A23, which has Shahrukh Khan as its brand ambassador, had launched its new series of ad films under its ‘Chalo Saath Khelein’ campaign featuring actor Rakul Preet Singh and digital creator- Niharika Naga Malneedi.
As per A23, the new ad film shows Rakul Preet Singh and other players enjoying a game of darts, each with their own unique style of play and Singh goes on to talk about how players can choose from a variety of Rummy formats on the A23 Rummy app, best suited to their skill set.
A23’s ad campaigns featuring Rakul Preet Singh:
Nisha Sampath, Brand Consultant and Managing Partner, Bright Angles Consulting, stated that the rationale behind the RMG player picking up a female celeb for their ad may be based on the trend of how the numbers of women gamers are growing.
“While this would mostly be smartphone games, they may sense the opportunity for women to start playing for money as well. It’s a smart business move by the brand, in a category that is still traditionally male-dominated,” she added.
According to the Interactive Media Venture Capital Fund report on gaming in 2022, the number of female gamers in India was found to be on the rise with a 60:40 Male: female ratio.
She also went on to add that for most Indians, playing for money is ‘gambling’ and still carries a taboo. “In fact, Rakul Preet Singh herself has been facing flak in some sections of the media for promoting a gambling platform and as a result,
Read Full Story https://bestmediainfo.com/2023/03/real-money-gaming-brands-and-woman-ambassadors-a-quest-to-woo-rising-female-gamers