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<ul><li>PlayerUnknown’s Battlegrounds (PUBG) Mobile India still does not have permission to operate in India, even as its homegrown rival FAU-G makes its debut with pre-registration now open on Google Play.</li><li><keyword id="6409600" type="UNKNOWN" weightage="20" keywordseo="PUBG-MOBILE">PUBG Mobile</keyword> is registered in India under the Ministry of Commerce and without the reversal of the ban instituted by the Ministry of Electronics and Information Technology (MeitY), it is unable to launch. </li><li>A report by InsideSport indicates that the company has been trying to set up a meeting with the departments but has not been successful so far. </li></ul>It has been nearly two weeks that PlayerUnknown’s Battlegrounds (PUBG) was <a href="https://www.businessinsider.in/tech/apps/news/pubg-mobile-india-was-supposed-to-launch-today/articleshow/79315462.cms">poised to make its return to India</a> — the game’s largest market — after the government banned the app amid border tensions with China. Despite the long wait and heightened anticipation, it seems the PUBG Corporation doesn’t have the requisite permissions to restart operations in India. “Any banned entity can’t operate just by floating a new company. This even TikTok or anyone else can do. They will have to get permissions from the Ministry of Electronics and Information Technology (MeitY) to operate once again in India,” sources told <a href="https://www.insidesport.co/pubg-mobile-comeback-desperate-pubg-officials-requests-meeting-with-ministry/">InsideSport</a>. It reports that PUBG Mobile has requested a meeting with MeitY to resolve the regulatory issues, and not for the first time, but is yet to be granted an audience. “In the current circumstances it will not be easy for PUBG to relaunch themselves before Jan-Feb next year and that too will depend on the stance of the government,” <a href="https://www.insidesport.co/pubg-mobile-comeback-desperate-pubg-officials-requests-meeting-with-ministry/">sources</a> at the ministry disclosed. As PUBG Mobile struggles to make its comeback, the Akshay Kumar-backed indigenous battle royale game, Fearless and United Guards (FAU-G) is making its debut on Google Play. The co-founder of nCore games, Vishal Gondal, claims that the idea for FAU-G was always in the works but gained limelight when <a href="https://www.businessinsider.in/tech/apps/news/checkout-full-list-of-118-banned-chinese-mobile-apps-in-india/articleshow/77891192.cms">PUBG was banned back in September</a>. Once FAU-G goes live, its first episode will be called ‘<a href="https://www.businessinsider.in/defense/news/indian-army-on-india-china-war-in-galwan-valley-soldiers-killed/articleshow/76402297.cms">Galwan Valley</a>’ based on the clash between Indian soldiers and troops of the People’s Liberation Army (PLA). <keyword id="7307958" type="UNKNOWN" weightage="20" keywordseo="PUBG-Mobile-India">PUBG Mobile India</keyword> caught in the middle PUBG Mobile may not have permission from MeitY, but it has officially registered itself as a new entity within India, according to the Ministry of Corporate Affairs database. However, it is pertinent to note that PUBG Mobile only registered on November 21 — a day after the date floated for its launch (November 20). <div type="image" title="PUBG registration" msid="79503588" hostid="261" caption="&amp;lt;p&amp;gt;PUBG India registration as company in India&amp;lt;/p&amp;gt;"></div> As the company tries to navigate its way through red tape, fans of the battle royale game in India aren’t pleased by the company’s deafening silence. Many have taken to Twitter to express their frustration, including reaching out to Microsoft Azure, the cloud service enlisted to host PUBG Mobile India. Azure has since gone on the record to say that they don’t have any updates on when the game will launch and that the players should keep an eye on the official website. <div type="twitter" handle="Azure" handlename="Microsoft Azure" image="http://pbs.twimg.com/profile_images/1268207800313774080/KF9pXfXU_normal.jpg" favoritecount="723" retweetcount="75" status="@JugnuSharmaRd We don't have any news to share at this time regarding PUBG Mobile India. Keep an eye on the officia… https://t.co/3PIaoNy1yS" createdat="1606259787000" id="1331376163508400140"></div> SEE ALSO: <a href="https://www.businessinsider.in/business/startups/news/kunal-shah-cred-raises-80-million-valuation-doubles-to-800-million-for-the-just-two-year-old-startup/articleshow/79502864.cms">Kunal Shah’s CRED raises $80 million — valuation doubles to $800 million for the just two-year old startup</a> <a href="https://www.businessinsider.in/india/news/checkout-which-states-have-reimposed-curfews-and-restrictions-again-as-second-covid-19-wave-hits-india/articleshow/79366320.cms">Uttar Pradesh and Uttarakhand issue fresh COVID-19 guidelines, TN extends lockdown — these are the states reimposing curfews and restrictions</a>

PUBG Mobile India is still fighting its ban as indigenous clone FAU-G makes its debut

<ul><li>The gameplay trailer of the Indian battle royale game, Indus, is out now.</li><li>The game includes a futuristic theme based on Indian culture and lush greenery.</li><li>Pre-registrations for Indus are live now.</li></ul>The gameplay trailer of the much-awaited homegrown and futuristic battle royale mobile game, Indus, is finally here. The gameplay video clip gives a hint of what we can expect from this battle royale game. The gameplay video of Indus features background music that blends Indian classical music with hip-hop, including many Indian characters like SIR-TAJ, Adam, Adya, and more. Graphics will look familiar to gamers, with several elements that appear inspired by titles like Valorant and <keyword id="7294885" type="General" weightage="50" keywordseo="apex-legends" source="Orion">Apex Legends</keyword>. <div type="Youtube" id="D5P7L5uU3-E" title="Indus Gameplay Trailer | An Indo-Futuristic Battle Royale | Pre-Registrations Live" thumbUrl="https://i.ytimg.com/vi/D5P7L5uU3-E/mqdefault.jpg"><url><![CDATA[https://youtu.be/D5P7L5uU3-E]]></url></div> Featured in the trailer is Indus’s island map, Virlok, which carries a futuristic theme based on Indian culture and lush greenery. It also showcases weapons and character skins. Like many other battle royale games, Indus allows players to play in third-person and first-person perspective. Although it isn’t clear if players will be able to switch between the two mid-game or if there will be two separate modes for the two. For non-gamers out there who are not familiar with the battle royale genre, it is a mode where a large number of players (usually around 100) parachute onto a map to fight until there is one person left standing. Behind the Indus battle royale title is SuperGaming, the Pune-based gaming studio, which says its goal is to put India on the global gaming map with Indus. To put Indus on the global map, SuperGaming launched the trailer of this battle royale game in New York Times Square last year. Earlier, FAU-G, or Fearless and United Guards were released by Bengaluru-based company nCORE Games. Somehow FAU-G managed to draw eyeballs with the involvement of Bollywood actor Akshay Kumar and even got millions of pre-registrations. But, it soon faded out due to a poor storyline, amateur action sequences, and terrible gameplay. <cmsannotation type="cmsannotation" annotationid="Indus game pre-registrations are open" comment="subhead" text="Indus game pre-registrations are open"><keyword id="16265830" type="General" weightage="100" keywordseo="Indus-game" source="Orion">Indus game</keyword> pre-registrations are open</cmsannotation> The pre-registration for Indus is live on Google Play for Android. Registration for iOS will open up soon as well. According to the company, the pre-registration will fetch you exclusive surprises. To pre-register, simply search ‘Indus’ on Play Store, open the listing, and hit the green ‘Pre-register’ button. Indus was initially scheduled for a 2022 release, but it has been delayed since SuperGaming has yet to provide a definitive date. The company says that it will hold multiple community playtest throughout the year so that people can experience the game and provide feedback. SEE ALSO: <a href="https://www.businessinsider.in/tech/mobile/news/new-patent-suggests-that-apple-could-bring-a-foldable-iphone-with-a-self-healing-display-in-the-future/articleshow/97302738.cms">New patent suggests that Apple could bring a foldable iPhone with a self-healing display in the future</a> <a href="https://www.businessinsider.in/tech/news/apples-mixed-reality-headset-could-feature-full-body-facetime-avatars/articleshow/97300580.cms">Apple's Mixed Reality headset could feature advanced hand tracking and may work as a second display for Mac</a>

Made in India battle royale game Indus trailer out: Here’s what to expect

<ul><li>Brands like RSVP, OPPO, Mountain Dew and RedBull have associated with PUBG in the past. </li><li>PUBG was known to offer high-reach and consumer engagement, two powerful baits for brands. </li><li>Experts answer how brands that invested in PUBG will adapt to the current situation and where they will move their marketing monnies.</li></ul>It has been two days since the government banned Tencent’s signature battle royale game PlayerUnknown’s Battlegrounds (PUBG) and app clones like PABJE, FAU-G and Pixel’s Unknown Battleground have already started sprouting up on Play Store. Due to the ban, Chinese tech giant Tencent has lost nearly $34 billion (HK$ 261.05) of its market value over the last two days. PUBG was downloaded 34.2 million times until May 2020 of which India accounted for 35.8% — 12.24 million installs, according to data provided by Sensor Tower. PUBG’s ban has not only left gamers in the lurch, it also left a void for brands that invested on in-app ads, event organisers, and influencers who were using PUBG and game streaming to earn a livelihood. The game also attracted advertisers ranging from handset makers to beverage companies. Brands that catered to the young audiences like OPPO, Mountain Dew, RedBull, etc have associated with PUBG in the past. It offered them engagement and high reach. One of the prominent brand partnerships that PUBG saw was with Ronnie Screwvala Productions’ (RSVP) action drama ‘URI: The Surgical Strike.’ Gamers were given an opportunity to launch a surgical strike on Pochinki, one of the most popular towns in the game’s map. While PUBG enthusiasts did not notice the advertisements on the app, it did have some incentive-led ads like ‘watch this ad to earn a scrap coupon’, collect 10 coins and build crates to buy in-game items. Gaming was considered a niche-category for a long time in the advertising industry. However, in 2019, of the $22.6 billion spent on mobile apps in Q2 2019, $16.95 billion was spent on mobile games and Indians were the largest market for mobile games, according to App Annie. So we reached out to a few industry experts to understand what kind of dent will the ban create in the advertising and marketing industry, how brands will reshuffle their monnies and find an alternative that offers the same amount of reach and user base. Explaining how brands will try to find alternatives that offer the same reach, Vaibhav Odhekar – Co-Founder and COO of POKKT Mobile Ads, said, “In the gaming space, all the brands were largely involved in “audience buying” and not site buying (like Candy Crush). So as long as there are players and audiences actively involved in gaming, brands will continue to be happy. POKKT has a gaming audience base of over 252mn+ users in India alone, so we believe that there is a massive reach present in terms of gaming content, advertising opportunities and the effectiveness for brands. Now brands will look at tweaking their targeting strategy to try and capture a larger set of apps, or else surgically approach the top competitors of the likes of PUBG and other banned apps to ensure cumulative audience reach.” Odhekar also pointed out that the majority of Indian gamers play casual games and that is where the maximum advertising is happening. Currently, top 10 apps on Google Play Store are Casual Games. <div type="image" title="top games" msid="77932529" hostid="261"></div> On what led to <keyword id="739806" type="PERSON" weightage="20" keywordseo="Gaming-industry">Gaming industry</keyword>’s boom, Odhekar added, “Gaming became really big in the first place due to casual gaming, which means most Indian users are playing (and engaging with ads on) games like Candy Crush, Temple Run, Subway Surfer, Ludo, Carrom. And this entire segment is untouched via Chinese app influence.” Brands that did associate with PUBG, did that for its captive audience and large user base. Abhinay Bhasin, Vice President (South Asia), Data Sciences, Dentsu Aegis Network said, “Chinese apps presented advertisers with a unique avenue to reach out to captive audiences offering a fairly large base that created a diversion of spends from platforms such as Facebook and Google onto unique ad formats that the Chinese apps offered. Estimates show that apps like TikTok had over 600 million downloads in India during its lifetime and Alibaba-owned UC Browser had a market share of over 10%. With the ban on these apps and services, brands will ultimately follow eyeballs and engaged audiences. The recent ban on TikTok for example seemed to be a boon for Instagram as they launched Reels in India. Similarly, the desi competitor to TikTok, Chingari, witnessed a record 1 crore+ download on the Google Play Store shortly after an initial ban on Chinese apps was announced. Brands in India have a multitude of sources to reach out to youth audiences such as via Gaming, OTT services, the aforementioned substitutes, etc. It’s far from the end of the world!” Rajan Navani, Vice Chairman &amp; Managing Director, JetSynthesys, and President of the Indian Digital Gaming Society said that most PUBG casual players will switch to other similar games in India so the impact should not be much and it only brought about 2% to overall gaming industry’s revenue. Navani said, “Impact on the overall gaming industry should not be over 2% if one were to include in-app and advertising revenue combined, in the immediate short-term. However, the professional PUBG esport players and other content creators around PUBG streaming will be severely impacted since they derive their livelihood from the game. At a time when the domestic mobile gaming industry is growing rapidly, PUBG’s ban provides an immense opportunity for other international and domestic gaming companies to grow their market share.” According to Manesh Swamy, VP- Creative, Logicserve Digital, PUBG’s ban will not hamper brands’ way of finding ways to reach out to consumers. However, they will now be cautious to associate with any kind of Chinese brand. “As a marketer and advertiser, I feel it won’t affect the industry at large, as we always find ways to meet our clients' marketing challenges and goals. Also, taking into consideration the current reservation against Chinese products and services, even brands would be cautious and not want to associate themselves with these platforms to carry out any marketing activities. I am sure they do not wish to hamper their consumer's loyalty,” said Swamy. With the pandemic-infused lockdown, consumers had to find ways of entertaining themselves within the four walls of their house. As a result, gaming apps saw a spike in users and brands started realising the potential of this industry. Sanjay Mehta, Joint CEO of Mirum India described the foreseeable situation in one word - ‘adapt.’ He said brands and agencies will adapt and find alternatives. Mehta said, “The most impacted sector/brand because of the ban is the brand/app PubG itself and most importantly their Pro-Players, who literally earned from it. India contributed almost 1/4th of the user and being a MOG (Multiplayer Online Game) it majorly ran on a Freemium model. Means their biggest revenue generator was In-game-purchase. Gaming has been one of the biggest contributors for AdEx in India during this COVID period. So gaming is here to stay, and brands have a plethora of games to advertise on. Like Video, casual gaming is also on a high and thankfully Brands have enough options.” Ban on 116 Chinese apps and its impact on AdEx PUBG offered brands an opportunity to place in-app advertisements, explore content marketing associations and organise group events around it. So with its ban, what kind of impact will it have on Advertising Expenditure this year? With PUBG, the government also ordered a ban on another 116 apps like Ludo World, Arena of Valor, Chess Rush. The first list came out on June 29 after the Galwan Valley skirmish, which left 20 Indian soldiers dead and an undisclosed number of casualties on the Chinese side. This included the popular short video streaming app TikTok, UC Browser, Xiaomi's Mi Community and 56 others. So how will the ban on all Chinese apps in India impact overall AdEx? Bhasin said Chinese companies contribute around 4-5% to overall Indian Advertising Revenue. He said, “The ban on Chinese apps will certainly have a significant impact on influencer associations that were picking up steam on TikTok or even through gaming influencers and contests. These spends will now have to be realigned to other alternatives. Moreover, the ban on apps is most likely to have a ripple effect onto other investments into AdEx in India by Chinese companies that contribute to roughly 4-5% of the overall Indian advertising economy.” Swamy and Mehta, on the other hand, said the impact will be minimal. “I don’t feel that the ban would affect the overall Ad Expenditure as brands would redirect their strategies to fit in the best manner possible,” said Swamy. Conclusion Brands and agencies adapted to COVID, they adapted to the TikTok ban and now, they are gearing up to adapt to PUBG’s ban, too.

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PUBG Mobile India is still fighting its ban as indigenous clone FAU-G makes its debut

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Made in India battle royale game Indus trailer out: Here’s what to expect

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Will PUBG’s ban have a ripple effect on in-game brand partnerships and AdEx?

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