A23 bets big: Skill gaming’s perception game

India’s online gaming industry is booming. With rapid digital adoption and a growing appetite for skill-based games, the sector is projected to expand from INR 33,000 crore in 2023 to a staggering INR 66,000 crore by 2028, according to a PwC report.

Yet, this growth comes with challenges, particularly when it comes to marketing. Online gaming platforms face a delicate task: balancing consumer engagement with societal concerns about excessive gaming and gambling-related risks.

A23 Gaming, owned by Head Digital Works, is taking a bold step to reshape the narrative. The platform’s new campaign, featuring Bollywood icon Shah Rukh Khan, pivots from promoting camaraderie to celebrating wit, strategy, and intellect. The ‘Yahaan Dimaag Jeetega’ (Intellect will win here) campaign seeks to reposition online gaming as an intellectually rewarding pursuit, focusing on skill-based games like rummy and poker. But can this shift truly transform public perceptions?

The evolution of A23’s messaging

Since 2022, A23 Gaming has been associated with Shah Rukh Khan, leveraging his universal appeal to promote the platform. The earlier campaign, ‘Chalo Saath Khelen’ (Let’s play together), highlighted the social aspects of gaming, fostering camaraderie among players. However, extensive research and consumer insights prompted a strategic pivot.

Gunnidhi Singh Sareen, Head Digital Works

“Our research revealed that players seek more than just entertainment; they crave the thrill of outsmarting opponents and proving their skills,” explained Gunnidhi Singh Sareen, vice president for marketing at Head Digital Works. “This campaign captures those aspirations, highlighting the skill-driven nature of rummy and poker.”

The brand’s research involved online surveys, social listening, and face-to-face interactions with gamers. By analysing responses from 1,500 to 2,000 participants, the team identified key consumer preferences. Gamers valued intellectual challenge and trusted platforms that provided fair play and reliability. These insights laid the foundation for the campaign’s new narrative, ‘Yahaan Dimaag Jeetega’, which celebrates competitive spirit and strategy.

Crafting the Campaign

The campaign was developed by Vector Brand Solutions, part of Quotient Ventures, with Corcoise Films handling production. Shah Rukh Khan, serving as the campaign’s sutradhar (narrator), delivers the message with a blend of wit and gravitas, appealing to both seasoned gamers and newcomers.

“The tagline—‘Yahaan Dimaag Jeetega’—moves away from luck-based perceptions,” said Adarsh Atal, group chief creative officer at Vector Brand Solutions. “It celebrates wit and intelligence, qualities deeply ingrained in Indian culture.”

Adarsh Atal, Vector Brand Solutions, part of Quotient Ventures

The campaign includes two ad films focusing on rummy, a game synonymous with family gatherings and nostalgia. In one instance, Khan quips, “Dhyaan se dekho, hum sab mein ek rummy player hain” (Look carefully, there is a rummy player hidden in all of us), subtly encouraging viewers to explore their latent skills. This storytelling approach positions gaming as a mental exercise rather than a casual pastime.

Challenges in execution

Creating a campaign that resonates across diverse audiences was no small feat. The team had to strike a balance between portraying rummy and poker’s unique appeals while maintaining a unified brand message. Additionally, media constraints demanded concise storytelling, further amplifying the challenge.

“The entire campaign reflects this dual focus with a distinct tone for each game,” Atal remarked. “Media constraints necessitated shorter ad-film durations, compelling us to craft concise yet impactful narratives.”

Working with Shah Rukh Khan presented its own set of challenges and advantages. As one of Bollywood’s most iconic stars, his presence required the creative and production teams to match the stature of his persona.

“SRK’s professionalism and intuitive understanding of the campaign’s essence made the process extremely smooth,” Atal added. “He brings a sense of trust and charm that few can match.”

Director Vishwesh Krishnamoorthy of Corcoise Films described the filming experience as a creative delight. “Our collective objective was to show how a rummy player’s wit translates to everyday victories. With SRK perched on a throne of TVs and stereos, and cameras rigged to a giant Ferris wheel, it’s a recipe for a great campaign,” he said.

Vishwesh Krishnamoorthy, Corcoise Films

Gaming’s expanding landscape

The campaign arrives at a time when India’s gaming market is transforming. According to a META report, India has the world’s largest community of creators, and 30% of shopping decisions are influenced by online recommendations. With 90% of adults engaging in weekly online shopping, the potential for digital engagement is immense.

A23’s strategic focus is not just on acquiring new users but also on growing the market. Currently, the platform boasts over seven crore registered users. By emphasising trust and intellectual engagement, A23 aims to attract intenders and non-intenders, expanding its active user base.

The ‘Yahaan Dimaag Jeetega’ campaign is just the beginning. Head Digital Works plans to roll out additional films promoting tournaments, leaderboards, and diverse gameplay formats. Regional language adaptations and collaborations with local influencers will further enhance reach.

“Rummy evokes nostalgia, while poker has an edgier appeal,” Sareen noted. “Shah Rukh Khan’s universal appeal bridges these diverse audience profiles.”

Yet, the campaign also raises critical questions about the perception of online gaming. Can messaging that emphasises intellect and strategy counter the sector’s negative narratives, such as concerns about addiction and financial losses? For A23 and the industry at large, the challenge lies in proving that online gaming can be a skill-driven, intellectually rewarding experience.

As India’s online gaming market continues to grow, the success of campaigns like A23’s will be pivotal. While ‘Yahaan Dimaag Jeetega' highlights the potential for gaming to be more than just entertainment, its long-term impact on public perception remains to be seen.