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In conversation with Amit Kushwaha, Head of Brand Strategy, Gameskraft

In conversation with Amit Kushwaha, Head of Brand Strategy, Gameskraft

While having a chat with Amit Kushwaha, Head of Brand Strategy, Gameskraft, we discussed the online games platform Gameskraft, awareness, and the future of online games.

The Gaming Reporter – What is Gameskraft?

Amit Kushwaha – Gameskraft is a technology company established in 2017 with gaming as its primary offering. As an organization, we are a group of tech professionals having a passion for online gaming, especially Real Money Gaming (RMG). While establishing Gameskraft, the founders were very clear regarding the goal and the problem statement they wanted to solve. 

We not just wanted to create the most trustworthy gaming platforms but also reduce the burden of other factors such as the tedious process of money withdrawal and the occurrence of fraudulent activities. This would help the player in prioritizing their focus only on the game and enjoying the gameplay experience. 

TGR – Tell us about the various games from the house of Gameskraft.

AK – The first game launched from the house of Gameskraft was RummyCulture. Boasting a community of over 1 crore users, we are currently one of India’s leading online rummy gaming platforms providing a seamless gaming experience. We have incorporated various industry-first features like instant cash withdrawal using IMPS & UPI, ISO 9001:2015 certified gaming platform, and the ability to view the game history and player profile makes us completely different from our competitors.

Also, from the house of Gameskraft, Gamezy is another product offering operating in Fantasy sports and RMG casual games like Ludo, carrom, 8 Ball pool, Bricks, and Bubble burst, among other interesting games. Innovation has always been our key endurance where we have introduced concepts like Live fantasy, 2nd Inning Fantasy, Season pass, etc. We believe that there’s more to fantasy cricket; hence we created a more rewarding and experiential platform where everybody wins.

TGR – The company has witnessed 50% growth in players since the last year. Tell us about it. Do you think the COVID-19 pandemic and the nationwide lockdown played a big role in boosting these stats?

AK – According to the latest Deloitte India report, the online gaming industry is expected to grow at a compound annual growth rate (CAGR) of 40%, that is, from $1.1 billion in 2019 to $2.8 billion by 2022. This growth is fuelled by high-powered RAM and easy-on-the-pocket smartphones along with affordable data plans. 

Online gaming had already been on a growth trajectory, but there is no doubt that the pandemic fuelled this growth. The total number of online gamers crossed the 300-million mark not just in terms of users, but also in terms of time spent per user due to the absence of other entertainment and recreational options during the lockdown.

External factors like these have of course driven growth in the online gaming industry and even after the opening of the economy, we have been able to hold on to these numbers, depicting the confidence, players have shown in our platforms.

TGR – What is the future of online Poker and Rummy in India where there clearly is a lack of awareness and understanding of such games? Also, does the company educate people about online games space? If yes, then how?

AK – There is no doubt that there are a lot of misconceptions surrounding Rummy in the eyes of people. Many see rummy as a game of luck whereas it has been proven beyond doubt that rummy is a Game of Skill.

Thus, to remove the negativity around it and educate people on the same, we have taken various steps like launching Rummy Culture academy on our website, and the launch of our campaign, “Culture of Champions” with sports legends like Abhinav Bindra, Harbhajan Singh, Mahesh Bhupathi and, Pankaj Advani. 

Furthermore, we have also launched features like Player History where any player can go and check the last 5 games they have played and learn how to improve their next gameplay. Engaging with social media influencers from varied fields has also been very helpful in passing our message on to a larger audience.

As a responsible gaming platform, we believe in complete transparency with our players hence we give the option to our players to check the profile of their competitors and ensure that they are playing against a genuine player. We think these steps and involvement of technology will help us bridge this mistrust which people have developed for Rummy.

TGR – What advice would you give to someone looking to enter the field of online games?

AK – Gaming is a broad field and it’s growing at a healthy speed, but this is a highly competitive market. In the gaming industry, you are not selling a commodity but the gameplay experience which engages players, and trust plays a crucial role here. So, anyone who tries to replicate a gaming model from any of the successful games out there without putting in honest efforts and implementing innovative features and ideas, might not survive for too long. 

TGR – Something you would like to tell our readers about the platform.

AK – We are committed to providing the best quality gaming experience to all our players and will keep working towards improving the game to make it more enjoyable and trustworthy. Above all, we want our players to focus only on playing and enjoying the game. 

We are a young company with great ambitions and growth plans, and it is our utmost priority to deliver games with intuitive design and a seamless user experience. While crafting these products, we ensure our games are completely safe, secure, and ethical for all our users. 


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