Digital Entertainment has entered into a partnership with E-City Media to be present in the gaming zones of its Fun Republic malls in four cities, Mumbai, Lucknow, Ahmedabad and Chandigarh.
Zapak will distribute its online games through PCs in these gaming zones. Rohit Sharma, chief executive officer of Zapak Digital Entertainment, says that Zapak's model is different from that of E-City Media as it will offer only PC gaming.
Zapak also has it own gaming cafes - 20 in number now - but it is also open to following the store-in-store model in a big way, says Sharma. He justifies the tie-up by saying that malls receive a high number of footfalls from the youth segment.
Speaking to agencyfaqs!, Vishal Anand, vice-president of E-City Media, says the Mumbai and Ahmedabad gaming zones receive around 60,000-70,000 visitors a month, while the smaller towns receive around 30,000 visitors.
Anand adds that the gaming zones present an opportunity for advertisers in the telecom, FMCG and automobile industries, who are targeting the youth. "We get a dedicated set of visitors who are interested in gaming," says Anand.
E-City Ventures, which promotes E-City Media, also owns Fun Cinemas with 53 screens across the country, and E-City Digital with 110 digital screens for OOH advertising.