The Hindu Business Line : `India on the edge of PC gaming boom'

"India is the only market yet to catch up with gaming wave like say the US, Europe or China and PC games could change this equation,'' says Mr Tony Garcia

MR TONY GARCIA

Hyderabad June 6 Mr Tony Garcia of FXLabs Studios believes that India is poised to ride the next wave of PC (personal computer) gaming in contrast to other matured markets.

Cost of gaming consoles is beyond the reach of average Indian household, which constitutes a big chunk of this market potential. Significantly, India is the only market yet to catch up with gaming wave like say the US, Europe or China and PC games could change this equation.

With 23 years of gaming expertise and lineage of Microsoft, Electronic Arts and LucasFilms, Mr Garcia, who operates out of Seattle, works with developers here. Their first global product developed in India (Inferno) is set to hit the market shortly. FXLabs is in parleys with leading publishers for distribution.

Speaking to Business Line, Mr Garcia spoke about trends, including potential for outsourcing and the company's go-to-market strategy. Excerpts.

What are FXLabs plans for India?

FXLabs is poised to expand headcount and nature and scope of work. Our fully India-developed game for personal computers — Inferno — based on Dante Inferno, will hit the market within four weeks. Second major game Archie Run is at advanced stage of completion.

Alongside, we are also working on Dhoom II game for Yash Raj Films.

Why are you addressing the PC gaming rather than the gaming console market?

This is conscious decision to address the PC market. We are among select companies targeting the Indian market even as we go global with our products. We believe that PC consoles at about $500 plus and games costing couple of $100 will make it difficult to attract the Indian gaming enthusiasts. India is the only untapped major global gaming market. The only way to address this is by offering affordable PC games. The pricing in India will depend on factors including the publisher etc., but we will make it affordable.

What is your go-to-market strategy?

Globally, we will partner leading publishers and distributors of games. 3D Games such as Inferno and Archies would appeal to people cutting across generations. When it comes to Dhoom II, we have established player like Yash Raj which can distribute it through its network and channel partners.

However, when it comes to other films or games related to films or stand-alone games, this could be a combination of our own network or could even be through original equipment manufacturers. We have plenty of options.

How big is the gaming market?

Globally, the gaming market is estimated at about $25 billion and gaming outsourcing market is pegged at about $2.5 billion. However, there is no perfect estimate of the market and size in the Indian context. We are working with Nasscom and other agencies to bring out the size and potential. But this is poised for big growth.

Do you see potential for outsourcing business?

There is huge potential. We have bagged couple of outsourcing orders and expect to build on this to expand operations.

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