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T h e I n d
i a n G a m i n g
M a r k e
t R e v i e
w
O p p o r t u n i t i e s i n a R a p i d l y G r o w i n g M a r k e t
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01 | The Indian Gaming Market Review: Opportunities in a Rapidly Growing Market
Foreword
India, with 1.3 billion people and two-thirds below the age of 35, the world’s largest youth
population, is poised to become one of the world’s leading markets. Historically, games did
not gain a foothold in India due to the lack of access to gaming consoles and PCs, and the low
social acceptance of this entertainment medium. This is all changing now as the Indian
games industry is at the cusp of a major transformation. Economic growth has resulted in a
society that is embracing digital content and entertainment like never before, enabled by the
explosive growth of smartphones and affordable wireless internet.
These rapidly evolving changes will create tremendous opportunities for game developers,
publishers and enabling technology players, in what is destined to be one of the top gaming
markets in the world. This study, undertaken by NASSCOM Gaming Forum, offers a
comprehensive assessment of the Indian games industry. It provides an overview of the
Indian media and entertainment industry and digital landscape, a roadmap to the history and
evolution of the Indian games industry, an assessment of the Indian games market from the
consumer spending standpoint, and demographic insights into the Indian gamer. To put this
together, we conducted an extensive survey of the Indian developer and service provider
ecosystem, and interviewed key players to gather data and trends. We placed greatemphasis on data validation, as obtaining accurate data in a nebulous, and rapidly growing
and evolving market like India can be challenging.
The picture that emerges states that the building blocks for the creation of a massive market
are now falling in place. India is the world’s fastest growing smartphone market. By 2016, it
will top the US as the world’s second largest smartphone population with more than 200
million users. Thanks to this, consumers are experiencing games at a mass-market level like
never before. Huge momentum in eCommerce is building online purchasing habits, and
several initiatives, both by the government and private entities, are at play to crack
payments. With a growing consumer base and payment solutions in place, the Indian game
developer ecosystem will have ample opportunity to innovate and provide compelling
content with social and cultural context, which is key in engaging the Indian consumer.
As it discovers and capitalizes on market opportunities both in India and abroad, it is truly
exciting times for the Indian games industry. We hope that you find this report informative
and useful, and we welcome your feedback and comments at [email protected].
R Chandrashekhar
President, NASSCOM
Rajesh Rao
Chairman, Gaming Forum
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Acknowledgements
This report is a culmination of a four-month concerted effort by NASSCOM Gaming
Forum to provide a comprehensive overview of the Indian Games Industry.
We would like to thank various people for their valuable contributions, without which
this report would not have been possible. First, we would like to thank member
companies of NASSCOM Gaming Forum, who went out of their way to provide detailed
inputs, insights and perspectives on the industry, their companies and clients through a
comprehensive survey. More than 50 companies participated in this survey.
We would also like to acknowledge inputs from third-party sources cited in the report:FICCI, KPMG, IAMAI, TRAI, IDC, Cisco's Visual Networking Index, IMRB, ASSOCHAM,
Deloitte, Opera Mediaworks, eMarketer and We Are Social.
Finally, we wish to convey special gratitude for the efforts and contributions from the
NASSCOM research and the Google team, without which successful completion of this
report would not have been possible.
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Table of Contents
04 | The Indian Gaming Market Review: Opportunities in a Rapidly Growing MarketGAMING FORUM
Chapter 1: The Digital Enablers 05
Media & Entertainment 04
Internet 07
Mobile, Smartphone & Tablets 08
Digital Media 09
Mobile Advertising 10
Chapter 2: The Indian Games Industry 11
The Industry: A road Map 12
Industry Overview 13
The Developers 14
The Service Providers 15
Chapter 3: Indian Games Market Trends 17
Indian Games Market Indicators 18
Trends, Challenges & Opportunities 20
Chapter 4: Game Developer Salary Trends 21
Quick Facts 22
Talent Overview 23
Survey Background 24
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1
CHAPTER
The Digital Enablers
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06 | The Indian Gaming Market Review: Opportunities in a Rapidly Growing Market
Media & Entertainment
Overview
Growth of the media and entertainment industry
in India is being driven by digital players, in
addition to traditional media. TV is the largest
segment, followed by print, while radio is seeing
the fastest growth.
Digitization Drives Growth
The M&E sector growth in India
CAGR (2014- 2019)
13.9%2X global M&E industry growth
World’s Second Largest TV Market by Viewers • 168 million TV households (TV penetration rate of 61%)
• More than 800 TV channels, of which ~167 are paid
• 139 million paid cable and satellite subscribers in 2014
(82% of TV households)
• Future growth: 175 million paid cable and satellite
subscribers in 2019 (90% of TV households)
Media & Entertainment Revenues (INR billion) | 2014-2019
Total Industry, TV, Print, Film & Radio Revenues & Growth
2014 YoY
(2013-2014)
2015P 2016P 2017P 2018P 2019P CAGR
(2014-2019)
Total M&E 1,026 11.7% 1,159 1,330 1,532 1,740 1,964 13.9%
TV 474.9 13.8% 543.2 634.2 739.6 854.6 975.5 15.5%
Print 263.4 8.3% 284.5 307.1 331.9 358.0 386.8 8.0%
Film
126.4
0.9%
136.3
155.6
170.7
186.3
204.0
10.0%
Radio
17.2
17.6%
19.6
22.3
27.0
32.7
39.5
18.1%
• Year-on-year growth of 17.6%in 2014
• 90% of the Indian population
has access to radio
• Future Growth: Phase-II
auctions of 135 FM channels in
2015 will increase reach to
small towns and cities
• More than 330 million newspaperscirculated daily
• English print is struggling as
subscribers switch to online
platforms, but regional print is
largely isolated from this trend
• Future growth: Rising cover prices
and subscriptions aided by low
media penetration, population
growth, rising income and literacy
• World leader in films produced yearly, but industry lags in terms of infrastructure
• Low screen penetration (7 screens per million people)
• Slow growth (0.9%) in 2014, due to poor box office returns and lack of quality content
• Future growth: Increasing number of multiplex screens in Tier II and Tier III cities
Source: FICCI-KPMG Indian Media and Entertainment Industry Report 2015
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07 | The Indian Gaming Market Review: Opportunities in a Rapidly Growing Market
Internet
Potent Growth Ahead • 354 million internet users by Q2 2015 (>75 million users added since Dec 2014)
• In 2015, India is all set to surpass the US as the second largest internet population
in the world, after China
• Internet penetration remains low in India (19%), leaving much room for growth;
future growth will come from increasing smartphone penetration in rural areas
The World’s Second Largest Internet Population
Internet Growth in India| 2013-2017Internet Users (Millions)
190
278
354
427 503
2013 2014 2015e 2016e 2017e
Source: IAMAI-KPMG July 2015 - India on the Go: Mobile Internet Vision 2017
Mobile-First Internet Adoption
• 159 million mobile internet users of which 82 million are 3G users
• Mobile internet users set to grow at a CAGR (2013-2017) of 27.8%
• 3G users will grow with a CAGR (2013-2017) of 61.3%
• Future growth: Mobile internet adoption in rural areas through
increased availability of low-cost smartphones
Mobile Internet Growth in India| 2013-2017Mobile Internet Users (Millions)
Source: IAMAI-KPMG July 2015 - India on the Go: Mobile Internet Vision 2017
110 159
213 236
314
2013 2014 2015e 2016e 2017e
Digital India Programme To Increase Internet ReachThe Indian Government has identified nine pillars to realize Digital India:
• Broadband Highways
• Public Internet Access • eGovernance
• E-Kranti
• IT for Jobs
• Universal Access to Mobile Connectivity
• Electronics Manufacturing • Information for All
• Early Harvest Programmes
GAMING FORUM
503Minternet users in India
by 2017E
314Mmobile internet users
by 2017E
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Mobile, Smartphones & Tablets
Overview
India has the world’s second largest mobile user
base and the world’s third largest smartphone
user base. Future growth will come from
smartphone adoption in smaller cities and
towns, particularly in lower socioeconomic
groups.
World’s Second Largest Mobile User Base
95%of Indian mobile subscriptions
are on prepaid plans
Top 4 Operators Take 70% of Market
• 981 million mobile subscriptions at the end of June 2015,1
of which 90% were active
• 563 million urban vs. 418 million rural subscribers
• The top four mobile operators account for 70% of the
market
World’s Fastest Growing Smartphone Market2 • 122 million smartphone users in 2014
• Smartphones are the device of choice; the average Indian spends
162 minutes/day on it v/s. 96 minutes/day on TV
• Android dominates, with Samsung as market leader in Q4 2014
• Future Growth: Increasing availability of low-cost smartphones
and dropping data charges are fueling growth
08 | The Indian Gaming Market Review: Opportunities in a Rapidly Growing MarketGAMING FORUM
1 2 Source: TRAI as of June 2015, IAMAI-KPMG
Unbranded Tablets Wiped off Market in 2014 –Slows Growth • Tablet penetration is low: 3.2% of the Indian population in
2015.
• 56% Y-o-Y growth in shipment volume in 2013, however,
15% Y-o-Y decline in 2014 due to unbranded tablets being
wiped off the market
• Future growth: The tablet market is expected to grow in
2015, driven by tablets with 8-9 inch screen size
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Digital MediaSmartphones As Media & Entertainment Screens
Mobile Devices Have Multiple Uses
• Mobile devices in India have gone beyond simple voice and SIM;
mobile video, social networking and instant messaging are
proliferating in the Indian consumer market
• Smartphones now complement traditional channels such as TV
Online Video Accounts for About Half of Internet Traffic
• Video accounted for 46% of all internet traffic in India in 2014
and this will increase to 74% in 2019 (Cisco VNI Forecast)
• YouTube is the most popular video app in India; it is accessed
by 35% of smartphone users who spend an average of 1.5
hours/month on it
• Future growth: TV on the go - internet TV providers (Big Fish,
Dish TV, etc.) have mobile apps as part of multi-screen strategy
Top Social Platforms| 2014
Percent of the total population using the platform in the past month11%
9%8% 8%
7%6%
5% 5% 4% 4%
Whatsapp FacebookMessenger
Facebook Skype Google+ Twitter WeChat LinkedIn Pinterest Viber
social network messaging/chat app
Source: GlobalWebIndex Q4 2014 survey-based data via We Are Social
Mostly Mobile Social Media • 143 million social media users as of April 2015,
1of which 61% access social media on mobile
• Facebook and Whatsapp are the most popular
platforms
Google Play Dominates App Market • App downloads will reach 9 billion in 2015, up
2from 1.5 billion in 2012
• Games are the most popular category among
paid apps
• Within the Android dominated market, Google
Play prevails
125million
monthly active Facebook
users, of which 114
million are on mobile
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1 2 Source: IAMAI-IMRB, ASSOCHAM-Deloitte
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Mobile AdvertisingIndia Is the Driver of Asia Pacic’s Mobile Ad Market
ndIndia is the 2 largest mobile ad market in the world • Mobile advertising volume in India grew 260% between July 2013 and July 2014,
compared to 70% growth for Asia Pacific
• India is the world’s second biggest market in terms of mobile ad volume, behind
the US (Opera Mediaworks)
• India’s ad spike is mainly due to the rapid shift from feature to smart devices
Social Sites/Apps Account for Half of Mobile Ad Revenues • Similar to the global trend, social sites/apps in India account for half of mobile ad
traffic and almost half of mobile ad revenues
• However, India shows a significantly higher use of mobile app store sites, gaming
and education sites than globally.
• Ads for games and mobile devices represent nearly half of all ad impressions
(25.5% and 22.7%), followed by classified ads (20%) (Opera Mediaworks)
User-Rich Mobile Advertising on the Rise • 96.8% of mobile ad impressions are simple banners
• Remaining 3.2% of impressions are rich-media creative generating more than one1
quarter of revenues
• Future growth: While the mobile advertising market continues to transition to
advanced smartphone platforms, advertisers will deliver more user-rich
experiences
Mobile Internet Ad Spending in India2013-2018 (USD Millions)
26 79
173
347
589
943
2013 2014 2015 2016 2017 2018
$1billion
Mobile internet ad spending in
India will touch
by 2018
Notable Indian Mobile Advertising Platforms*
• InMobi, founded in 2007, recently unveiled Miip, a discovery platform that
will compete with Google. Miip transforms advertising into a personalized,
content-rich experience
• Vserv, founded in 2010, is a leading mobile marketing platform that delivers
smart data-led results to marketeers, app developers, telcos and datapartners. Vserv has raised $15 million in funding to date
*Illustrative
Source: eMarketer March 2015
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1Source: Opera Mediaworks
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2
CHAPTER
The Indian Games Industry
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The Indian Games Industry A Roadmap: Indies & Start-Ups Spurring Growth
• Outsourcing for consoles • Online portals
# of companies: 5
• Feature phone mobile games, Smartphone games
• MNCs setting up backend operations and studios • First wave of VC funded game companies
# companies: ~25
EARLY INNOVATORS
EARLY MOBILE, GLOBAL PLAYERS
EMERGING INDIES
Set Up Pre 2005
Set Up Pre 2005-2010
Set Up 2010 Onwards
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• Early PC game titles
• Mobile game analytics
• Focused/experimental game design
• Social/PC games
• Mobile games
• Kickstarter projects
• Angel investors for early stage funding
# of companies: >200
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Industry OverviewA Young Industry With a Fresh Perspective
2014 Revenues ($USD) Indian Game Developers & Service Providers
27% of companies with average
revenues of above
$1.6 million in 2014
Company Size
Indian Game Developers & Service Providers
57%
Year of IncorporationIndian Game Developers & Service Providers
15%
11%
19%
48%
9%
< 2005 2006-2008 2009-2011 2012-2014 2015
Location SplitGame Developers & Service Providers
The industry follows a lean structure, with 57%
of companies having fewer than 10 employees
Almost 60% of respondents are
based out of the top 3 Tier I cities
13%
17%
11%
2%
500
More than half of companies were
incorporated from 2012 onwards
Delhi-NCR
Mumbai Pune
Hyderabad
Kolkata
Others*
*Others include
emerging citieslike Vadodara,Jaipur, Indore,
Vizag, etc.
24%
17%
20%
18%
7%
6%
22%
Bangalore
< 160,000
160,000-800,000
> 1,600,000
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Source: NASSCOM Indian Gaming survey
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The DevelopersMajority Focusing on Global Market & Mobile
Market Segmentation – Development Platforms
Indian Game Developers
96%
22%
18%
8%
6%
14%
61%
35%
29%
Free-To-Play Freemium Premium
MobileGames
SocialWebgames
Casual PCGames
MMO Games ConsoleGames
Other
2014 Revenues ($USD)
Indian Game Developers
Game Genres
Indian Game Developers
Of Indian developers,
75%
are focusing on theglobal market
Business ModelIndian Game Developers
*Includes companies who are involved in both as well (developer and service providers)
With mobile games set to outpace other segments,
it’s no surprise that 96% of developers are working
on mobile
61% of developers use the
free-to-play model
Arcade style games are the most popular
genre followed by puzzle and racing genre
39%
31%
31%
22%
20%
14%
12%
8%
Arcade Braintraining,
puzzle, quiz
Race Sports Simulation Action oradventure
Shooter Casino (exl.Poker)
< 160,000
160,000-800,000
> 1,600,000
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Source: NASSCOM Indian Gaming survey
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The Service ProvidersOffshoring is Gaining Momentum, Along With Value Added Services
2014 Revenues ($USD) Indian Service Providers
Content creation andco-development arethe main sources of
revenue
Source of the Majority of ProfitsIndian Service Providers
95%
30%
30%
20%
50%
Mobile Games Casual PCGames
Social WebGames
Console Games Other
Market Segmentation – Service Platforms Indian service providers
95% of providers are mobile-centric
*Includes companies who are involved in both as well (developer and service providers)
Mobile is the most popular
segment on which service
providers are working,
followed by casual
PC games
Top 3 Services OfferedIndian Service Providers
90% of service providers offer
development services
90%
80%
55%
Development Game ArtServices
Animation
< 160,000
160,000-800,000
> 1,600,000
Content Creation Services
Co Development
Revenue Share
Other
15 | The Indian Gaming Market Review: Opportunities in a Rapidly Growing MarketGAMING FORUM
Source: NASSCOM Indian Gaming survey
Source: NASSCOM Indian Gaming survey
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3
CHAPTER
India Games Market Trends
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Indian Games Market IndicatorsMobile gamers leading the market
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Mobile: • Market size - Approx. 40 to 50 mn people play
games on their smartphones and older
feature phones, this number is growing
rapidly at a CAGR of 40% to 50%
• Revenues across all models including
premium, freemium and ad-supported
• Smartphone based is estimated at 200mn by
2015, to grow at 100 mn every year thereafter
• Future outlook - Most industry players areawaiting the integration of mobile carrier
billing, as this is expected to grow revenues
exponentially.
Gaming in Cyber cafes:
• Market size - Estimated 3000 cyber cafes in India with games, of which 1500 have 5
machines or more dedicated to games
• In addition, there are few exclusive gaming cafes with console games as well
• Estimated 250,000 active PC/MMO players
• Popular games -
– Counterstrike
– DOTA
– League of Legends
– World of Tanks
CONSOLEMarket size - Estimated around 3 to 4 mn console gamers
• 3 to 3.5 mn is the lifetime sales of all consoles (including PSP handheld), this includes grey
market imports
• 2m PlayStation, 2 lifetime sales, including grey market imports
• Around 500k units combined for both PS3 / Xbox360 (PS3 is around 350k units)
• Less than 100k units for PS4 / XBox1 with PS4 around 65k
Number of active consoles are much less than installed base, as many consoles are defunct, with dust
and weather resulting in high failure rate.
“Attach rates” or the number of games purchased by a console owning consumer in India is much
lower than international average. Many console gamers share game titles among each other.
Future outlook - As in the case of PC gaming, most industry watchers expect console gaming to gain
from the rapidly growing gamer base due to smartphones
Mobile gaming revenues
$150 mn
50 mnApprox gamers
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19 | The Indian Gaming Market Review: Opportunities in a Rapidly Growing MarketGAMING FORUM
*Disclaimer: We initially wanted to do a full market sizing for this report, but after discussions with a variety
of players in the ecosystem - developers, publishers, distributors, platform owners, hardware
manufacturers and journalists - we realised that it was very difficult to arrive at reliable estimates. India is a
nebulous, rapidly growing market, and reliable numbers are hard to come by. Existing market reports and
revenue estimates turned out to be in wide variance with our own research, which threw up far more
conservative numbers. We hence decided to put forth market indicators, data that we are confident as
reliable based on our own industrywide research and validation. We don’t have revenue estimates for all but
the mobile segment, and we hope that in future as the market matures and we have better data, we can
publish numbers that are reliable for all segments of the games industry
Indian Games Market IndicatorsWith growing advent of smartphones, PC online players are set to rise
PCs sold in Indiaevery year
~17 mnPC / Web gaming • PC Market - Around 10 mn of which 50% are sold to
businesses/corporates, and 50% to home consumers
• Overall “active” installed base estimated at 50 mn PCs
• 100,000: Number of high-end graphics cards being sold
in India per year
• 300k ~ 500k : Estimated ‘high-end gaming’ PCs and
laptops in India
• Estimated number of PC gamers: Between 5m to 7m,
with “hard core gamers” around 1m to 1.5m
• Biggest selling PC franchises
• FIFA, Grand Theft Auto, Assasins Creed, Need For
Speed, Call of Duty, Cricket games
• Most industry watchers expect PC gaming to gain from
the rapidly growing gamer base due to smartphones.
Between and , rapid growth in2011 2013Facebook user base coupled with widely
popular casual games like Farmville spurred a
mini-revolution of sorts, with many consumers
especially women gaining access to casual /web games
In India, the definition
of broadband is512kbps or higher, anda majority ofconnections are atspeeds 2mbps or less
This is set to changewith the advent ofFiber to Home (FTTH)
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Trends, Challenges & OpportunitiesHigh Potential for the Indian Games Industry
Overview
Presently, most game developers and service providers in India are focusing on the
global market. Approximately 9% are generating revenues from the domestic market,
while foreign developers and games are dominating the app store rankings. With recent
developments however, such as Apple and Google lowering the minimum price for apps
and in-app purchases in India, we expect more Indian companies to turn their focus
towards the local market.
Trends: Localization & Virtual Reality Are Emerging • Virtual Reality & Localization: 24% of developers see localization and virtual
reality as emerging trends
• Free to Play Reins: Gamers in India have a relatively high tolerance for in-game
advertisements and prefer free games
• Low ARPU: The ARPU of Indian gamers is far lower than the global average. 45%
of developers state that ARPU is low for those gamers who actually spend money
Apple and Google Lower the Minimum Price for Apps
• In July 2015, Apple announced new pricing tiers for App Store customers in India,allowing developers to price their iOS app as low as Rs. 10 (approximately $0.16)
• Google quickly followed suit with the same price minimum
• Google also recently started selling prepaid vouchers in India to facilitate
purchasing in a country with low credit card and electronic payment use
Problems Faced by Indian Developers: Lack of Talent, billing • Lack of scalable talent base (e.g. programmers, designers)
• Working with international partners comes at the cost of revenues
• Infrastructure: Only 2% of Indian consumers have a credit card, making it difficult
for many gamers to pay for games, carrier billing integration has not yet
happened.
• International games dominate mobile charts: with most local developers focusing
on global markets, only 15% of the revenues from the top 100 iOS games in India
in June went to Indian publishers, or publishers with offices in India
Opportunities • India will continue to be one of the fastest growing game markets in the world,
delivering more and more opportunities for new and existing developers
• With the new app minimum, mobile developers can target a wider audience and
acquire new paying users and this will drive overall monetization
• International companies will increase their effort in India, providing a push on the
local industry
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4
CHAPTER
Game Developer Salary Trends
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Quick Facts
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*Having less than 30 people and development of the game should have been self-funded **Includes people involved in Art, Tech, Production/Project Management and Marketing/Biz Development
#Includes Indie founders or people employed in Indie studios
‘Developers’ are
the heart of the
industry
‘Developers’
are the key
~80%
Average
compensation
Upto 5-6Lacs
(Designers)
Average
compensation
Upto 8-9Lacs
(Non Devs)**
Indian gaming
industry follows
the global trend
% of Women
employees
~15%
Average
compensation
~6-7 Lacs(For Women)
Average
compensation
~8-9 Lacs(For Men)
Game Dev is
more about
‘INDIES*’
#‘Employment
with Indie
studios’
~65%
Fresh minds;no prior
experience
~40%
Average
compensation
Upto 5 Lacs(
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23 | The Indian Gaming Market Review: Opportunities in a Rapidly Growing MarketGAMING FORUM
Talent OverviewTrendsetting the Gen-Y Evolution, Focus Shifting towards Skills
36%
30%
22%
10%
2%
15 years
A fair mix of experience across age groups
A Young & Dynamic Workforce
75%
Future Ready Entrepreneurs
21%
6%
38%
30%
11%
17%
Well diversified role with capabilities across levels
Trainee Developer/ executiveLead/ Manager Senior Management
All the above (Indie)
Diversity an increasing trend in the gaming industry
21% of the workforce is
SELF-EMPLOYED*(Approx. 4-5% are freelancers adding
more capabilities to the industry)
75% of the workforce constitutes
MILLENIALS(less than 30 years of age)
85%Male
Female
0 20 40 60 80 100
15%
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24 | The Indian Gaming Market Review: Opportunities in a Rapidly Growing MarketGAMING FORUM
Survey Background
% of respondents
Responses by Age Group
40
20%
54%
24%
2%
To assess the effect of thechanging businessdynamics on hiring trendsand the outlook of GamingIndustry, NASSCOMGaming Forum conducteda dip-stick survey duringthe period Aug to Sep. Wereceived responses fromover 100 people associatedto Gaming Industry
Responses by Location
Delhi-NCR Mumbai Bengaluru Hyderabad Pune Others
25%
21%
19%
13%
11%
11%
N=11313%
11%
35%
2%
11%
4%
8%
15%
Design
Art
Technology
Marketing/ Business Dev
Production/ Project management
General management
Product management
Multiple (Indie)
Responses by functional areas
Ahmedabad Kolkata
Chennai
Kochi
~7per cent
Chennai, Kochi and Kolkata
Ahmedabad, Chandigarh andJaipur are emerging fast
Chandigarh
Jaipur
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International Youth Centre Teen Murti Marg Chanakyapuri New Delhi – 110 021 India