UTV Indiagames launches IPL Cricket Fever

By Nisha Menon , afaqs!, Mumbai | In Digital | April 10, 2012
The official IPL online game is available on Android, iOS and Java. UTV Indiagames has spent close to US$1 million on the game.

UTV Indiagames has launched the official IPL Season 5 game, IPL Cricket Fever. The game is close to the actual on-ground IPL with all nine official teams - Mumbai Indians, Chennai Superkings, Deccan Chargers, Delhi Daredevils, King XI Punjab, Kolkata Knight Riders, Rajasthan Royals, Royal Challengers Bangalore and Pune Warriors.

The gaming company has reportedly spent close to US$1 million on the development and launch of the game. The basic version of the game that is available on Android, iOS and Java platforms is free. Players can upgrade to an advanced version through a subscription fee of $2.99 for iPhone and $4.99 for iPad versions.

Vishal Gondal

Lutz Kothe

Pravin Kulkarnii

To ensure that all elements of the actual IPL cricket matches are experienced through the game, UTV Indiagames has also roped in brands to be associated with the online game.

Commenting on the launch of the game, Vishal Gondal, CEO, UTV Indiagames, says, "This is the first time that we have introduced in-game branding in our games. Apart from ensuring superior game quality, in game association with brands will provide an opportunity for brands to showcase their product and ensure that it gets maximum exposure and attention."

Volkswagen has extended its on-ground association with IPL Season 5 to the official game by introducing brand elements for 'Super Sixes' and 'Man of the Series'. Just like the on-ground association, Volkswagen is the brand partner for every 'sixer' hit in the game. The 'Man of the Series' in the mobile game, that is the player with the maximum number of wins during the current IPL season (April 4-May 27), will be presented with the 'Volkswagen Vento - IPL Edition'.

Emphasising the need to enhance brand image through such associations, Lutz Kothe, head, marketing and PR, Volkswagen Group Sales India, says, "With each IPL season, the communication decibel by all brands associated with the tournament continues to increase. It is therefore very crucial to be innovative in order to be able to catch the eyeballs of the consumer or even engage them. The IPL gaming application is one such initiative. We are confident that all this action-packed excitement in the gaming and the digital space, along with our Polo and Vento IPL Edition II, will enhance our brand image further with the consumers."

Parle-G has associated with the game with its brand, Parle 20:20 cookies, for various in-game branding elements like '4s' and 'replays'. The brand is also the sponsor of the 'Man of the Match' award in the game during the presentation ceremony.

Pravin Kulkarnii, general manager, marketing, Parle Products, says, "Gaming is huge in the country today and the mix of cricket and games appeals to one and all. IPL is as popular on ground as it is in the digital space. Parle 20:20 cookies' association with UTV Indiagames' official IPL game is the perfect brand opportunity for us as it extends our brand recall in the digital space instantly."

There are three game modes available, which include Quick Match, Powerplay and IPL Tournament. The IPL Tournament mode allows one to play the entire IPL schedule as seen on TV. Also available are four stadiums with three customised difficulty modes and original IPL players.

The control scheme and full touch control will let the player handle the batting and bowling with greater precision and more variety, with responsive and intuitive touch controls. The game also features scoreboard analysis, displaying the overall performance of each player. Users can also enjoy watching the cheerleaders dance to boundaries and wickets.

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