Disney UTV's Indiagames has launched the official IPL 6 mobile game called 'IPL Cricket Fever 2013'. The multi player cricket game, which is available on the Android platform, is sponsored by Parle 20-20 cookies.
According to Indiagames, the game will be available for cricket enthusiasts for one year and the association of Parle will stay on as well. This is the second year that Parle has sponsored the official IPL game. Last year, it was a co-sponsor along with auto brand Volkswagen.
"IPL is a huge platform which allows us to reach out to a large number of audiences across age groups. Mobile as a medium has grown tremendously over the last few years and consumers are spending more time on their mobile devices. We wanted to tap this growing segment and this association with the official mobile game for IPL gives us a perfect platform to reach out to the younger audiences," Kulkarni adds.
Vishal Gondal, managing director, digital, Disney UTV, opines that getting brands on-board to associate with the official IPL mobile game is to enhance the gameplay experience of the user. "With IPL Cricket Fever 2013, we wanted to offer a close-to-real experience of the on-ground action of IPL. With Parle 20-20 cookies on board, we have made it happen. Presence of the brand when a player hits a 4 or a 6 gives the users an actual IPL feel on their mobile phones. The brand fit with Parle 20-20 cookies just sits perfectly with the concept of the IPL tournament."
Gondal says that the biggest feature added this year is the Challenge mode, where players can challenge other players within the game and compete with others. "Enhancing the essence of the sport, gamers can add 'cheerleaders' from the in-game store. The cheerleaders will applaud every four or six hit by the gamer," he adds.
Gondal claims that the game has crossed lakhs of downloads in the first 10 days. However, he declined to reveal last year's download figures.