company Kreeda Games has tied up with NDTV Imagine's dance show, Nachle Ve with Saroj Khan, for integration with its own online dance game, danceMela.
Launched in October 2007, danceMela is a multiplayer game in which players compete through their virtual avatars in dancing rooms in various contests. The game, which is available free for download, also offers dance classes to beginners. As part of the tieup, an avatar of Saroj Khan will give the players her dance tips.
Speaking to agencyfaqs! about the tieup, Quentin Staes-Polet, chief executive officer of Kreeda Games, says, "The game is also like a TV show and NDTV Imagine was keen to explore an association which would be mutually beneficial."
Gaurav Gandhi, executive vice-president, business operations and ancillary revenues, NDTV Imagine, says in a statement, "Online gaming is on a rapid growth track in the country and the synergy of a strong on-air property like Nachle Ve with Saroj Khan with a strong gaming partner such as danceMela, will surely be a great fit for both the game and the show."
This is the first content integration that Kreeda Games has executed, and Staes-Polet hopes that "this will be the first of many such deals".
Though danceMela is free, Kreeda Games has advertising options in the form of in-game placements and ads. Players can also purchase items within the game, and exclusive merchandise from the show such as clothes and jewellery are available in the virtual store. Kreeda Games has tie-ups with music companies such as T-Series, Saregama and Universal for the music in the game.
Staes-Polet says the show has given a boost to the number of players in the game, which "runs into tens of thousands". He adds that the game attracts a fair number of female players, too - 30-40 per cent of the total.