Vodafone Idea (Vi) is intensifying its efforts to grow gaming and entertainment as key service categories to boost data consumption and attract new customers, according to Chief Marketing Officer Avneesh Khosla. As Vi continues to expand its 4G network, these digital services are seen as a strategic opportunity for monetization through partnerships, Khosla noted in a recent report.
Network Enhancements Fuel Digital Growth
Khosla highlighted that Vi’s ongoing network improvements have significantly increased data speeds, making affordable data more accessible and driving the democratization of mobile gaming. The company expects these initiatives to increase its data capacity by 15%, attract new 4G users, and raise its average revenue per user (ARPU).
Monetization through Strategic Partnerships
Gaming is a central component of Vi’s broader digital content strategy. With the rise of cloud gaming and esports, the company is actively exploring new opportunities in this sector.
Vi Games Platform
Vodafone Idea’s gaming platform, Vi Games, offers an array of online games, from casual to AAA, multiplayer, and cloud-based titles. Khosla noted growing interest in the “pay-to-play” model, which has led to the launch of an ad-free, subscription-based cloud gaming service called Cloud Play in partnership with CareGame.
The pay-to-play model is expected to be a key revenue driver. Industry reports suggest that 20% of gamers in India are paid users, with in-app purchases projected to grow at a 35% compound annual growth rate (CAGR). Additionally, Vi’s partnership with esports organization Team Vitality aims to strengthen India’s competitive gaming ecosystem by offering gamers a platform to build professional esports careers.
Khosla emphasized the success of Vi Games, which has attracted millions of unique gamers within a year, driving significant engagement through its hyper-casual games portal.
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OTT Expansion
As Over-The-Top (OTT) consumption continues to rise in India, Vi has expanded its entertainment offerings. The company recently relaunched its Vi Movies & TV app, an OTT content aggregator, and introduced Vi One—a comprehensive package combining fiber broadband, prepaid mobile service, and access to more than 13 OTT platforms.
These initiatives are designed to enhance the user experience and position Vi as a leader in the gaming and entertainment space while driving subscriber growth and engagement.
