In a bold move to capture the hearts of mobile gamers across India, Krafton, in collaboration with Zeptolab, is set to revolutionize the casual shooting genre with the launch of Bullet Echo India. AFK Gaming caught up with Anuj Sahani, Head of KRAFTON Incubator Program and Advisor for India Publishing Department to delve into the motivations, differences, and challenges faced in bringing this India-exclusive version to life.
Filling a Gap in the Indian Market
Sahani shed light on the strategic impetus for launching “Bullet Echo” in India, reflecting Krafton’s aspiration to extend its reach within the shooting genre. This move, he detailed, was aimed at addressing the absence of casual multiplayer shooting games in the market, particularly those with brief session times. Sahani clarified, “So this is part of a business strategy which will expand our horizon in the shooting game or genre in India.”
Expounding further, Sahani revealed the thorough groundwork that prefaced the decision to introduce “Bullet Echo” to the Indian audience. Through comprehensive research and dialogues with developers, it was discerned that the game’s format would significantly resonate with Indian players. Contrasting with the more intensive Battlegrounds Mobile India (BGMI), Sahani explained, “In the Indian market, there’s a gap for a casual multiplayer shooting game,” positioning Bullet Echo India as a game designed for quick, captivating play sessions lasting merely one and a half to two minutes. “It’s competitive but for a shorter duration, so it’s fun to play. You can play on the go; you can play anywhere,” he added.
The company has also Indianized the game to cater it for the Indian audience. This process of Indianization goes beyond merely adding localized elements; it involves a deep understanding of the market’s preferences. Sahani described the approach as “straightforward,” drawing on Krafton’s extensive experience with Indian themes and characters in previous titles like “Road to Valor: Empires” and the Garuda Saga. “We exactly knew, based on the gameplay genre, what we needed,” Sahani explained. This experience was crucial in deciding to integrate BGMI collaborations, a move Sahani views as a significant boon for the game’s launch.
While this is just the start, Sahani shared that there are multiple promising additions in gameplay features, characters, maps, and events tied to Indian festivals and themes in the planned roadmap for the game. “A lot of activities which are happening in the real world will also be replicated in the game in the form of events,” he revealed.
Localizing Bullet Echo: Crafting an Indian Version for a Cultural Fit and Beyond
The differences between the global version and the Indian iteration are significant, with Sahani emphasizing the introduction of Indian characters, themes, and live-op events tailored to local festivals and cultural nuances. “We’ll have a lot more content like maps, themes, different things which will come into the game…especially we’ll have live-op events also it’s a complete live ops based games who will have a lot of events in the game in future which will be catering to Indian audience,” Sahani explained. This approach not only localizes the game for Indian players but also sets the stage for what Sahani believes will be “the biggest launch of the year by Krafton.”
This tailor-made strategy, focusing on the rich tapestry of Indian culture and festivities signals Krafton’s ambition to foster a unique gaming environment.
The ripple effect of this innovative approach is clearly visible in the overwhelming response from the gaming community. The anticipation surrounding Bullet Echo India is not just hype—it’s backed by impressive pre-registration numbers that have already exceeded Krafton’s expectations. “We are going all out for Bullet Echo India, and as of now, we are seeing a lot of positive response within the community whoever has played the game,” Sahani shared, hinting at a groundswell of enthusiasm from both the gaming community and the developers themselves. While the specifics of these numbers are kept under wraps, the success of the pre-registration phase indicates that there is plenty of interest from the Indian audience for this game.
Cross-Pollination Between BGMI and Bullet Echo India
Perhaps the biggest reason for the initial hype generated for the game could be attributed to the cameo appearances of characters from the beloved BattleGrounds Mobile India (BGMI) in Bullet Echo India. This crossover has ignited a flurry of speculation among fans, eager to see if Bullet Echo’s roster might return the favor.
When pressed about the possibility, the response from Sahani was laced with anticipation but non-committal, “So as of now we don’t have any such plans but fingers crossed anything can happen in the future.” This statement leaves the door ajar for a myriad of exciting possibilities, hinting at a future where the lines between these two shooters could blur even further.
Identifying Trends in Indian Mobile Gaming
In the rapidly evolving landscape of Indian mobile gaming, understanding the local gamer is not just about translating content or offering localized payment options. It’s about striking a chord with a unique value proposition that resonates with the discerning Indian gamer—a community that does not shy away from spending but demands tangible value for every rupee invested.
“It’s very straightforward in the market; if you see value in something, you will obviously go ahead and spend,” Sahani elucidates. Krafton India, riding on the success of blockbuster titles like BattleGrounds Mobile India (BGMI) and Road to Valor: Empires (RTV), has not only recognized this trend but has embraced it as the cornerstone of their strategy for captivating the Indian audience.
Sahani’s narrative is not just about selling a game but about selling an experience that extends its value far beyond the initial download. “That’s what our motto is also, to provide value for whatever the users are purchasing in the game, not for short-term but also for long-term,” he remarks. This approach reflects a deep understanding of the Indian gamer’s psyche, aiming to build a lasting relationship rather than a fleeting transaction.
However, the pathway to unlocking the wallets of Indian gamers is fraught with challenges and opportunities. It’s not just about offering more content or better graphics; it’s about understanding the pulse of the market and delivering experiences that are perceived as valuable. “To give that right value is also a challenge and that’s where our expertise comes into picture,” Krafton India asserts. This perspective is not just about adjusting price points or adding more skins; it’s about crafting gaming experiences that are rich, engaging, and, above all, valued by the community they are intended for.
Esports and Competitive Play
Amidst strategic innovations and market insights, we couldn’t help but ask Sahani about the competitive side of video games that we all love. For his part, he dropped a tantalizing hint at the future of Bullet Echo India that could excite any esports aficionado. “We plan to have esports events for Bullet Echo India down the line,” Sahani reveals, painting a picture of a game that not only commands the casual gaming space but also makes waves in the competitive arena.
Bullet Echo India stands as a significant endeavor by Krafton to cater to the specific needs and preferences of the Indian mobile gaming community. With its strategic focus on casual gameplay, cultural customization, and potential esports viability, the game is poised to carve out a unique niche in the Indian gaming landscape. As the mobile gaming market continues to evolve, Krafton’s efforts to tailor content to regional tastes underscore the importance of cultural sensitivity and strategic localization in achieving global success.
With Bullet Echo India, Krafton is not just launching a game; it’s making a calculated bet on the future of mobile gaming in India, aiming to captivate and sustain a dedicated player base in one of the world’s most vibrant and diverse gaming markets.
