1. What is your role at India Games?
Sean Malatesta is the Vice President for the Americas of India Games. He is in charge of the entire business for the Americas. This includes Licensing, Carrier Relations, Game Creation, Marketing and Sales, and Production. He is also now CEO of IG FUN LLC, the new publishing unit of Indiagames in Europe and The Americas.
2. What are some of the barriers to entry or challenges for your company?
For mobile gaming there is not always a clear marketing path. It is clear, however, that “The Carriers are our retailers.” says Malatesta. The company feels that they need to work with carriers on consumer education. We’re still dealing with discovery issues: Consumers need to know that such product exists and how to get the product from the carrier. This education should be all encompassing; explaining to consumers how to do it every step of the way.
3. Was NBC’s The Office Games widely adopted by consumers?
“Yes. We did Co-marketing with Circuit City, NBC Home Video and In Cinema Advertisements. In the future sales may come easier as customers will understand how to get product.” says Malatesta.
4. Could you tell me more about India Games? Is it a Global Company?
India Games has just gone through a change of ownership; now with UTV an Indian media company. American companies, Adobe and Cisco own roughly 10% each of the company. There are Offices in India, Los Angeles, Beijing and London.
5. What types of Games does the company develop?
India Games has creates many branded and unbranded titles; Hollywood, Action and Casual. Some examples are: Bruce Lee – Iron Fist, NBC’s The Office Games, Predator, Godzilla and the upcoming Rush Hour 3.
6. What about Mobile Video Game Rating?
According to Malatesta, “Not a major concern now. The carriers are our big box retailers and they are doing a good job; carriers are selective about the games that go onto their decks.” The industry is already “self policing”.
7. Any challenges with the handsets and porting games to the different handsets?
India Games believes that it is a part of doing business. As an analogy “It’s like making shoes. One size does not fit all. There are many different shoe types and many different shoe sizes.” states Malatesta.
8. What is the future of Mobile Gaming?
Recognize the medium we are in. This isn’t console gaming; this is mobile phone gaming; it’s got to be simple to understand. Multi-Player games will work well if they play easily, fast and are designed elegantly. 3D games may work best if they are simple and fun. The user needs to be able to easily understand the game, navigate within the game and for have fun playing the game.” says Malatesta.
9. What are the plans for India Games?
India games will continue to market and promote games to enlarge exposure and revenues. Most people think that once the game is placed on deck, that’s the end; It’s just the beginning for marketing and proper retail merchandising. They are working with their retail partners to help consumers understand how to buy the titles that they want.
India Games is working to import and export titles to and from the United States. They have global, regional and local titles. Some of the titles will not import or export well. They work with their partners to co-market or do cutting-edge marketing to get the message out about the new title. “This is not easy and can be expensive; Hollywood does it every week for its movies; it can be an expensive line item.” says Malatesta.
“Again, Carriers are our retailers. Carriers are willing to work more with their partners to promote games content. Innovative creatives, titles and marketing will succeed. The feeling that I get from carriers is that they are very helpful and want to help companies with content on their decks succeed.” states Malatesta.
With their wealth of titles and success of The Office, India Games is positioned to make mobile games easier for consumers to buy and enjoy.