Early Beginnings
In the early 90s, Rakesh Duggar and Hasmukh Garra founded Maze Marketing with an initial investment of 10 lakhs, aiming to introduce gaming to India. Since video games were a novel concept in the country at that time, it seemed like the perfect moment to start. They partnered with a local arcade game manufacturer, Columbus, and began selling gaming consoles. However, due to the high price tag of Rs. 3,500 and people’s relatively low earnings, sales were sluggish. Retailers were reluctant to stock these consoles, fearing they would be left with unsold inventory.
To address this issue, Maze took a bold and risky step by offering a consignment-based scheme to retailers. Under this arrangement, retailers would only pay for the consoles once they were sold, which meant no financial risk for them. This strategy paid off, and within three months, over 1,000 units were sold.
In 1995, after their partnership with Columbus ended, Maze collaborated with Sega, dropping the price of the Sega Mega Drive 2 and bundling popular games like Sonic the Hedgehog and Michael Jackson’s Moonwalker. Given the immense popularity of cricket in India, they also launched a cricket-themed bundle, Bryan Lada Cricket. This approach proved successful, and Maze made significant profits. However, Sega soon exited the Indian market, presenting new challenges for Maze.
In 1997, Rakesh Duggar and Hasmukh Garra launched their own brand, Mitashi. They introduced a gaming console, Gaming Extreme, that was compatible with Sega games and came with built-in titles. They continued the successful strategy of bundling, this time including an 8-bit cricket game. The game quickly became a hit, selling 185,000 cartridges in just two months. Despite their high price of Rs. 225 each, the cartridges sold well, marking a turning point for Mitashi.
However, as technology advanced, the gaming industry began to evolve. Sony’s PlayStation introduced CD-based games with better graphics and sound, and the industry transitioned from 2D to 3D gaming. This shift posed challenges for cartridge-based companies like Mitashi. The era of the early days of India’s gaming industry was coming to an end.
But as they say, every end marks a new beginning. This was the start of a new era with cutting-edge technology, bringing about a drastic transformation in the gaming industry.
End is the Beginning
By the early 2000s, the gaming industry in India was starting to gain recognition, and a lot of changes took place during this time. In the late ’90s, PC sales were on the rise, and 8-bit consoles were becoming obsolete. However, computers were still expensive, and owning one was a significant investment. Do you remember the Taarak Mehta episode about buying a computer? It was something like that in real life.
This gap created an opportunity for gaming parlors and cafes, which became popular in cities across India. Since owning a PC was costly, these cafes became a hotspot for gamers, offering access to games like Counter-Strike, Age of Empires, and Need for Speed. At the time, going to these cafes with friends to play games was a thrilling experience. These cafes played a major role in fostering a strong gaming community, where people could compete and collaborate with each other, significantly contributing to the growth of the gaming industry in India.
In 2003, Microsoft partnered with Reliance’s Webworld to hold Halo tournaments across major cities in India. The goal was to engage 7,000 gamers, with a prize pool of Rs. 1 lakh and free tickets to Los Angeles for the global Halo championship. Along with PC and console gaming, mobile gaming was also starting to make its mark. In the early 2000s, simple mobile games like Snake and Space Impact became incredibly popular. I remember playing the Snake game on my Nokia phone—it was such an exciting experience at the time!
Rise of Indian Gaming Studios
During this period, gaming cafes, along with the rise of PC and mobile gaming, brought about a significant shift in the gaming landscape, making gaming more accessible to a wider audience. After 1997, several major video game companies also began to establish themselves in India.
Among them, Dhruva Interactive, India Games, and Nazara Technologies made their mark. Dhruva Interactive is recognized as the first Indian game development company, and as a result, they had to experiment and conduct numerous trials to understand the market. They faced many challenges along the way, but despite these obstacles, the company earned a solid reputation in the industry. Dhruva Interactive contributed to notable titles like Payday 2 and Forza Horizon 3.
On November 26, 1998, Dhruva Interactive signed its first contract to develop the PC version of the game Mission Impossible for the French publisher Infogames. When this news reached the international gaming press, many were surprised to learn that a game was being developed in India, as the Indian gaming market had little presence at the time. This achievement was the result of 20 months of R&D, which began in 1997. The company developed a 3D game engine specifically for the Pentium processor, without any hardware acceleration. During this project, Dhruva’s team grew from 5 to 15 members, and they gained valuable experience in game development. While the game was never released, the project significantly boosted the team’s growth and reputation.
In 1999, Vishal Kundarsaran founded India Games with a small team of just 5 members. By 2012, the company had grown so much that its valuation reached 400 to 500 crores. We will discuss India Games further later.
In 2000, Nazara Technologies was established with a focus on mobile and online games. Their goal was to make gaming more relatable to the local audience, a strategy that proved to be successful.
Making Games In India
In 2000, Nazara Technologies was founded with a focus on mobile and online games, aiming to make gaming more relatable to the local audience. This approach proved successful, and as foreign games gained popularity, Indian developers began creating titles that resonated with local culture. For instance, India Games developed Yodha The Warrior, the first Indian game released in 2000. It was a first-person PC game based on the Kargil War. Initially intended to be a shooter game based on a Bollywood movie, the developers had to change the theme due to funding and licensing issues. To address the funding challenge, they collaborated with Pepsi, featuring their iconic slogan “Dil Mange More” when players entered enemy territory. A music video was also created for the game’s marketing. This innovative approach led to the sale of 10,000 copies, giving the company significant recognition.
In 2003, India Games developed the world’s first official Spider-Man mobile game, a side-scrolling, level-based game inspired by Spider-Man: Mysterio’s Menace from the Game Boy Advance. With a strong concept and gameplay, it became one of India Games’ most successful titles, generating around $1 million in revenue in just 8 months. This achievement highlighted that Indian developers could produce high-quality games.
In 2007, UTV Software Communications acquired a majority stake in India Games, rebranding it as UTV India Games. Then, in 2011, Disney acquired the company for $100 million. At the time of the acquisition, India Games had an annual revenue of $11 million and a profit of $400,000.
Following Yodha The Warrior, other Indian developers were inspired to create their own games. In 2008, Ghajini: The Game, India’s first 3D game, was launched. Based on the hit Bollywood movie Ghajini, the game was developed by FX Labs and aimed to deliver AAA production quality. The game followed the movie’s plot, with players completing five levels as the protagonist, Sanjay Singhania, played by Aamir Khan. Similar to the popular Max Payne, the game performed well and sold for around Rs. 600, earning a total of Rs. 4 crore.
By 2009, PlayStation games made in India began to surface, including Hanuman Boy Warrior, the first 3D game based on Indian mythology. Players took on the role of Hanumanji, fighting demons through nine levels, with the game also supporting Hindi. The game generated significant hype as India’s first console game but also faced criticism and controversy. Some felt it was inappropriate to control the Hindu deity, Hanuman, in a video game, leading to calls for its removal. Despite this, the game sold 10,000 units on its first day and was a commercial success.
Sony India partnered with 13 developers, including India Games, Dhruva Interactive, and a new studio called Trine, India’s first console studio. Trine developed games for the PS2, including popular titles like Street Cricket. However, some projects, such as a game based on the Ravan movie, didn’t perform as well due to rushed development. Trine also worked on a street racing game set in Mumbai, which looked promising but ultimately didn’t succeed due to mismanagement and financial issues, leading to the studio’s closure. Despite these setbacks, Sony’s initiative to support Indian developers brought attention to the potential of the local gaming industry, with games like Hanuman Boy Warrior and Desi Adda making an impact.
Working In AAA Games
To lead this revolution, another studio stands out: Lakshay Digital. Founded in 2004, it is one of India’s most reputable studios, having collaborated with major publishers like Electronic Arts, Ubisoft, Disney, Rockstar, and Naughty Dog. The studio’s primary focus has always been delivering high-quality services, which has earned them global recognition in the gaming industry. They have contributed to over 150 AAA game titles, working on artwork, environment design, and character modeling. Their portfolio includes iconic games that every gamer dreams of, such as Elden Ring, Destiny 2, Forza Motorsport, Street Fighter 6, Baldur’s Gate 3, Alan Wake 2, Sea of Thieves, Microsoft Flight Simulator, and Parallel World — just to name a few. And this is only a small portion of their impressive portfolio.
What makes Lakshay Digital unique is the combination of Indian and international talent within their teams, which allows them to work across multiple platforms and genres. Another notable studio, Technicolor Group, has also made significant contributions to the gaming industry. They’ve worked with companies like EA, Rockstar, and Capcom on games such as Red Dead Redemption 2, Hogwarts Legacy, Resident Evil 7 Biohazard, God of War 2018, and the Free Fire franchise. This showcases the proud achievements of India’s gaming community.
Thanks to these studios, Indian talent is now being recognized globally, and international companies have opened studios in India, including EA, Ubisoft, Square Enix, Zynga, Gameloft, and even Rockstar, which acquired Dhruva Interactive to set up their studio in India. At the IGDC 2022, Rockstar India presented their contributions, and it was revealed that Indian talent is also involved in the development of GTA 6. Specifically, Rockstar India has been entrusted with designing the Vice Beach area for the game, a significant achievement for the Indian gaming community.
It’s truly exciting to think that the games we love, the ones we play as favorites, now have contributions from our country. And these are just the AAA titles. If I were to list all the contributions made by Indian developers to both AAA and smaller-scale games, this entire video would be dedicated to it. The key point is that there is no shortage of talent in India.
Start Of The Revolution
While Indian studios were working for international companies, their focus was primarily on PC and console gaming. At the same time, studios developing games for the Indian market began to focus on mobile gaming. By 2010, with the rise of smartphones and improved internet access, the mobile gaming industry in India also began to take off.
One notable project during this period was the release of two mobile games based on the famous FPS franchise BioShock. These games, BioShock Mobile and BioShock 3D, were launched in 2D and 3D versions, aiming to bring the original BioShock experience to mobile players. However, due to several challenges during development, including limited guidance from the original developer and file size restrictions, the game had to be split into multiple parts. Despite these setbacks, India Games worked tirelessly, and the project turned out to be a financial success.
As gaming became increasingly popular, the number of gamers tripled, and new game development studios emerged. However, there was some bad news as well: two prominent studios in India, Gameloft and Square Enix, closed their doors. In early 2013, Gameloft shut down its studio in Hyderabad, laying off over 250 game developers. This news shocked the gaming community, especially since Gameloft had been celebrating financial growth at the time. Despite attempts by the media to uncover the reasons for the closure, Gameloft did not provide an explanation.
In 2014, two significant developments occurred. First, Keyword Studio acquired Lakshay Digital for $4 million. However, Lakshay’s co-founder, Manvinder Shukul, clarified that the acquisition was just a cash infusion, and the studio in Gurgaon continued to operate as usual. Thanks to this cash infusion, Lakshay expanded its operations, growing from a small team of six to 250 employees. Today, their teams operate not only in India but also in the USA, UK, and Japan. The second notable event was the closure of Square Enix’s Mumbai studio in April 2014. Square Enix explained that the closure was part of a strategic shift, focusing more on Japanese RPG titles rather than the global market.
Despite these closures, new studios continued to rise. In December 2016, the Swedish video game company Starbreeze acquired Dhruva Interactive for $8.5 million. However, due to financial difficulties, Starbreeze sold all of its stakes in Dhruva Interactive to an American publisher in 2019. The American publisher hired over 300 new employees, continuing the studio’s growth.
Meanwhile, Nazara Technologies emerged as one of India’s most successful video game companies. It became the first Indian video game company to list on the stock market and has since become a leading figure in the industry. Along their challenging journey, Nazara focused on developing games, and today, companies like Nordwind Gaming, Next Wave Multimedia, and Portskira are part of their expanding portfolio. The vision for this success was greatly influenced by India’s legendary investor, Rakesh Jhunjhunwala.
The COVID Boost
The COVID-19 pandemic had a profound impact on game development in India, driving several key trends and shifts in the industry. Here’s how the pandemic contributed to the growth of gaming development in India:
1. Increased Gaming Engagement
Surge in Gaming Population: With people confined to their homes during the pandemic, gaming became a popular form of entertainment, leading to a substantial rise in the number of gamers in India. This increase in demand sparked a boom in both casual and competitive gaming.
Mobile Gaming Boom: The growth of mobile gaming was particularly significant, fueled by the widespread availability of smartphones and affordable data plans. Games like PUBG Mobile and Free Fire gained immense popularity, contributing to the expansion of the gaming community in India.
2. Growth of the Indian Game Development Industry
Rise of Indie Developers: The lockdown gave indie game developers a unique opportunity to thrive, as more players sought fresh and innovative gaming experiences. Many Indian indie developers produced a range of games, from simple mobile apps to more complex PC and console titles.
Increased Investment: The growing interest in gaming attracted more investment to the Indian gaming ecosystem. Game studios secured funding to enhance production quality, hire skilled developers, and expand their operations.
Localized Content Development: Indian developers began creating games that reflected the country’s culture, languages, and themes, making the content more relatable to Indian gamers and enhancing the appeal of locally developed games.
3. Growth of Esports and Online Streaming
Boom in Esports: Esports in India saw explosive growth during the pandemic, with a surge in both participation and viewership. Online tournaments for games like PUBG Mobile, Valorant, and Free Fire attracted huge audiences, creating new opportunities for collaboration between game developers and esports organizations.
Streaming Platforms: The rise in gaming was mirrored by increased activity on streaming platforms like YouTube, Twitch, and Facebook Gaming. Indian viewers and content creators contributed to the growing popularity of gaming streams, helping to promote games and drive engagement within the industry.
4. Government Support and Policy Changes
Regulatory Developments: During the pandemic, the Indian government took a more proactive role in regulating and supporting the gaming industry. Discussions around improving the legal framework for online gaming and esports helped lay the foundation for future growth in the sector.
Focus on Skill Development: Both the government and private organizations began investing in skill development programs for game development, including coding, game design, and animation. This effort fostered the growth of a new generation of talent in the industry.
5. Increased International Partnerships
Global Collaboration: The pandemic accelerated international partnerships between Indian gaming studios and global companies. These collaborations included game publishing, outsourcing, and co-development efforts, allowing Indian studios to expand their reach and tap into global markets.
Growth of Indian Gaming Exports: Many Indian studios saw success on the international stage, with their games gaining traction abroad. This boosted India’s visibility and presence in the global gaming industry.
6. Focus on Virtual and Augmented Reality (VR/AR)
Innovation in Gaming: The pandemic also fueled interest in immersive technologies like VR and AR. Indian developers began experimenting with these technologies to enhance the gaming experience, responding to the demand for more engaging and interactive content during lockdowns.
Conclusion
The COVID-19 pandemic acted as a catalyst for growth in the Indian gaming industry, driving increased interest, development, and investment. A combination of a larger gaming audience, an evolving development ecosystem, and the rise of esports and streaming platforms helped position India as a key player in the global gaming market. The focus on localized content, along with a growing pool of skilled talent, set the stage for continued success in the years ahead.
Prince Of Persia: Failed Opportunity
The Prince of Persia franchise, once a flagship title for Ubisoft, is often regarded as a “failed opportunity” due to its untapped potential and recent struggles. Debuting in 1989, the series quickly became beloved for its innovative gameplay, rich storytelling, and parkour-inspired mechanics, with Prince of Persia: The Sands of Time (2003) being its most iconic installment. However, after a series of successes and promising directions, the franchise has failed to live up to its potential in recent years. Here’s why Prince of Persia is often viewed as a “missed opportunity”:
1. Unfinished Reboots and Development Gaps
After the 2008 reboot, the Prince of Persia franchise largely faded into obscurity, with no major releases. Although Ubisoft made several attempts to revive the series, development efforts stalled.
In 2012, a Prince of Persia movie, based on the video game series, was released, but it did not achieve the cross-media success Ubisoft had hoped for. Fans eagerly awaited a new game, and in 2018, Ubisoft announced a Sands of Time remake. However, this project faced multiple delays and production issues, including leadership changes and a lack of visible progress, leaving fans disappointed and the franchise in limbo.
2. The Ghost of Sands of Time
The Sands of Time remains the high-water mark for the Prince of Persia series, and its legacy has set a difficult standard for any new entries to meet. Attempts to recapture the magic of the original have struggled, with the franchise’s reluctance to evolve beyond its early success contributing to a sense of stagnation.
The Sands of Time trilogy was beloved, but the lack of subsequent games with similar creative ambition left fans feeling that Ubisoft missed the opportunity to fully capitalize on the series’ success.
3. Missed Opportunities with Modern Technology
By the time Ubisoft began considering the next evolution of Prince of Persia, the gaming landscape had drastically changed. Open-world games, advanced AI, and expansive narrative design had become industry standards, but Prince of Persia failed to fully embrace these trends.
Unlike Assassin’s Creed, which incorporated open-world exploration and RPG elements, Prince of Persia stuck to its traditional format, missing an opportunity to adapt to the modern gaming environment. This failure to evolve with the industry left the franchise without the longevity and relevance seen in other contemporary franchises.
4. Franchise Fatigue and Shifting Trends
The gaming landscape has dramatically shifted over the years, with new franchises like The Witcher 3, Dark Souls, and Uncharted offering deeper, more intricate narratives and expansive worlds. Prince of Persia, however, failed to adapt quickly enough to these changes.
As the industry embraced multiplayer experiences, open-world exploration, and cinematic storytelling, Prince of Persia remained tethered to its linear, puzzle-solving roots, which led to a loss of relevance among newer generations of gamers.
5. The Return of Hope: Remake and Fans’ Expectations
In 2020, the announcement of a Sands of Time remake reignited hopes for a franchise revival. However, persistent delays and production issues dampened excitement, and fans began questioning whether the remake would live up to the original’s legacy.
Expectations were high for a complete remake or even a new entry that would modernize the franchise while preserving its core elements. However, the delays, lack of significant updates, and uncertainty surrounding the game’s future have made the potential revival feel like yet another missed opportunity, especially given the current nostalgia for classic games.
Conclusion
Prince of Persia is often seen as a “failed opportunity” because, despite its groundbreaking start and immense potential, the franchise failed to evolve and maintain its momentum in a rapidly changing market. The success of Assassin’s Creed, combined with missed opportunities in innovation, gameplay, and follow-up titles, led to the series being overshadowed and left in stagnation. While a Sands of Time remake or a new entry could still spark renewed interest, the franchise’s inability to stay relevant has made it one of gaming’s most poignant “what could have been” stories.
Future Of Indian Gaming
The future of Indian gaming looks incredibly promising, driven by a combination of factors such as growing internet penetration, rising disposable incomes, the increasing popularity of mobile devices, and a youthful population. As the gaming industry evolves, several key trends and developments are set to shape its future in India. Here’s a closer look at the aspects that will define the future of gaming in the country:
1. Esports and Competitive Gaming
Growth in Esports: Esports is rapidly emerging as a significant force in the Indian gaming landscape. Competitive gaming titles like PUBG Mobile, Valorant, Counter-Strike: Global Offensive, and FIFA are gaining massive popularity, attracting millions of players and viewers. This growing interest is creating a booming esports ecosystem in India.
Professionalization and Infrastructure: As esports continues to expand, we can expect further professionalization of the sector, with more organized tournaments, sponsorships, and a growing pool of teams, players, and coaches. The rise of dedicated esports arenas and leagues will continue to enhance the sector’s credibility and reach.
Global Recognition: Indian esports teams are increasingly competing on the global stage, and the success of Indian players in international tournaments will help elevate India’s standing in the global esports community.
2. Cloud Gaming and High-Speed Internet
Cloud Gaming Services: With the rollout of 5G networks and improvements in internet infrastructure, cloud gaming is expected to gain traction in India. Services like Google Stadia, Nvidia GeForce Now, and Xbox Cloud Gaming will allow players to enjoy high-quality games without needing expensive gaming hardware. As cloud gaming becomes more accessible, it will open up new avenues for gamers across the country.
Faster Internet: The expansion of high-speed internet, especially with the arrival of 5G, will allow players to enjoy more immersive and demanding games, even on lower-end devices. This will particularly benefit players in rural areas, who may not have access to traditional gaming systems but can still play on smartphones or basic devices.
3. Indie Game Development and Local Content
Thriving Indie Scene: India’s indie game development scene is growing, with local developers creating culturally rich and innovative games that appeal to both Indian and global audiences. As tools for indie game development become more accessible, small studios will emerge, contributing to a more diverse and exciting gaming landscape.
Cultural Relevance: Indian developers are increasingly creating games inspired by Indian mythology, festivals, and regional stories. This cultural relevance will not only resonate with domestic audiences but will also attract international attention, as the global market increasingly looks for diverse narratives and fresh perspectives.
Government Support: The Indian government is recognizing the gaming industry’s potential to create jobs and drive digital innovation. Future initiatives may include funding for game development, tax incentives, and the establishment of game development hubs, helping to nurture the growth of the sector.
4. Increased Investment and Industry Partnerships
Investment in Indian Gaming Startups: As India’s gaming industry matures, it’s attracting significant interest from international investors. Global gaming companies and venture capitalists are investing in Indian gaming startups, enabling them to scale up, improve technology, and reach wider audiences.
Global Partnerships: Indian game developers are increasingly forming partnerships with international companies, gaining access to global expertise and improving the quality of games being produced in India. These collaborations will also help Indian games reach international markets.
5. Gaming as a Career
Professional Gamers and Streamers: With the rise of esports and game streaming, gaming is becoming a viable career path in India. Professional gamers, content creators, and streamers are gaining popularity, and platforms like YouTube, Twitch, and Facebook Gaming are offering them opportunities to monetize their content.
Gaming Education and Training: As the industry grows, so will the demand for skilled professionals. We can expect an increase in gaming-related courses, certifications, and training programs. Universities and private institutions are already offering specialized courses in game development, animation, and esports management, preparing the next generation of gaming professionals.
6. Virtual and Augmented Reality (VR/AR)
Immersive Gaming Experiences: Although still in its early stages, VR and AR have the potential to revolutionize gaming in India. As the technology becomes more affordable, gamers will experience highly immersive, interactive gaming environments. This could create entirely new forms of entertainment, offering experiences that go beyond what is currently possible in traditional gaming.
Educational and Cultural Uses: VR and AR will also have applications beyond entertainment. They can be used in educational games and apps, offering innovative ways to learn about history, science, and other subjects in a more engaging, interactive manner.
7. Monetization Models and Game Accessibility
Free-to-Play with In-App Purchases: The free-to-play model, with in-app purchases, will remain dominant in India’s gaming market. This model, combined with mobile gaming, allows a wide audience to access games without financial barriers while providing developers with a sustainable revenue stream.
Subscriptions and Microtransactions: Subscription-based services like Xbox Game Pass and PlayStation Now are gaining traction globally, and India is likely to see similar shifts towards gaming subscriptions. This model allows players to access a library of games for a monthly fee, opening up new ways for gamers to enjoy a variety of titles without the need to buy each one individually.
8. Regulation and Policy Developments
Regulation of Online Gaming: As the Indian gaming industry expands, regulatory frameworks will be developed to ensure fairness and prevent issues such as gambling and addiction. Clear guidelines around online gaming and esports will help create a safer environment for players, fostering more confidence in the industry.
Taxation and Compliance: The Indian government may introduce clearer tax policies related to gaming and esports, which could encourage more businesses to enter the market. Transparent tax regulations will help the industry grow while maintaining compliance with government standards.
9. Cultural Shifts and Gaming Popularity
Mainstream Acceptance: Gaming will continue to gain acceptance as a mainstream form of entertainment in India. With an expanding base of gamers across all age groups, gaming will become as common and widely accepted as movies and music.
Social Gaming: Online multiplayer and social gaming platforms will continue to grow in popularity. Games will increasingly become social spaces, where players can interact with friends or meet new people. Titles like Among Us and Fortnite have already demonstrated the social side of gaming, and this trend will only increase in the years to come.
Conclusion
The future of Indian gaming is incredibly bright. With rapid growth in mobile gaming, esports, indie development, and cloud gaming, India is poised to become a global hub for gaming development, consumption, and esports. As technology advances, investments increase, and the talent pool continues to grow, the Indian gaming industry is set to become one of the largest in the world in the coming decade.