Role Of Regional Content And Celebrity Culture In Attaining New Territories For “PUBG”
Under the guidance of content creators and YouTubers, the popularity of PUBG has grown drastically in India since 2018, and a major part of the acknowledgment has been given to regional content and celebrity culture. PUBG mobile online tournaments keep happening at regular time intervals. The social gaming platform named WinZO has identified perfect use of opportunity in the need of hour. It has entered into a partnership with Tencent Games India to bring PUBG Mobile tournaments on regional platforms . The strategy is to excite Indian players by streaming content in 10 regional languages. The company is starting to conduct free PUBG mobile tournaments with a monthly prize of more than Rs 1 crore. WinZO hosts multiple games where users compete in real-time in multiple fun and engaging games to win a prize pool. WinZO has strong penetration in non-urban areas in India. More than 80% of players use their own language to use the app, including Hindi, Bengali, Tamil, Telugu, Kannada, Gujarati, Marathi, Punjabi and Bhojpuri. This not only equips gamers in the second and fifth tier Indian cities to play PUBG MOBILE, but also familiarizes them with the rapidly rising and prestigious e-sports alliances like ESL and Tencent’s own PUBG Mobile Global E-sports.
PUBG has been Indian cricket team’s long term obsession and it has also been mentioned by our Prime Minister in one of his speeches. Way back a famous incident happened which caught everyone’s attention when the audience was shown how Indian Cricket Players play PUBG in their spare time and encouraged the youths to play as well. The idea was to add a lot of gravity to the title which resulted bringing in immense attraction. Mahendra Singh Dhoni has also shown his love towards PUBG and has tweeted several times about it.
Various brands are endorsing PUBG mobile on their mainline channels to attract young audience of the nation. Popular Indian Bollywood icons such as John Abraham, Manoj Bajpayee, Arshad Warsi and Vicky Kaushal have collaborated with influencers and streamers before the release of films to help promote their films. Indian rapper Badshah also released a song on the theme of PUBG and participated in the PMCO Fall 2019 World Finals in Kuala Lumpur, Malaysia.
In December 2019, PUBG MOBILE aired a web series called “Dosti Ka Naya Maidan” (translation: a new field of friendship) on the Indian You Tube channel . The five episode series was highly focused on PUBG and showed how present virtual games connects people in all aspects of life. Each episode displayed a new story with related arches. For example, a streamer film convinces parents that live broadcasting is a career choice in today’s era. It’s evident that PUBG is popularising itself through very unique channels and regional content. PUBG MOBILE must constantly keep innovating itself – not just as a game but as a brand to survive amongst various competitive games in the long run.
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