Deltatech Chief Marketing Officer, Joydeep Mukherjee Interview
Joydeep Mukherjee speaks on views on women's participation gaming industry and the 28% GST levied by the Union Government.
Joydeep Mukherjee
In a discussion with Mr Joydeep Mukherjee, Chief Marketing Officer, Deltatech Gaming, he spoke about various things like the future of online poker, Adda 52, the involvement of women in the gaming industry, 28% GST imposed by the government and many more
How was online gaming in 2023, specifically in the field of online poker?
The year 2023 for online poker, witnessed a tale of two halves – an initial period marked by innovation and an increased interest in the game of poker across the board. This, however, was followed by a challenging second half with the announcement of GST in the middle of July, which required most of the industry players to revamp their business models.
The number of gamers reached 658 million in 2023, of which approximately 25% were paying customers. Till 2023, real-money games were the driving force behind the gaming revenues, contributing 66% of the overall revenue.
In July, following the new GST notification, we had to revamp the business model by absorbing the increased impact to the tune of 400% in the interest of our players. This emphasised our commitment to providing an unhindered gaming experience to our customers. While this has squeezed our margins, the positive outlook stems from the enduring spirit of the players and the anticipation of a balanced regulatory framework, ensuring a resilient future for online gaming, including online poker.
Where do you see live poker going in 2024?
At our company, we're committed to creating an all-encompassing and unforgettable poker experience for players across the country. To achieve this, we've adopted a multi-pronged approach that combines both online and offline platforms, making us a unique and comprehensive destination for poker enthusiasts
Our offline tournaments have become synonymous with excellence. We host live events at prestigious venues, creating a physical space for players to engage, compete, and revel in the spirit of poker. These events not only attract players from around the country but also cultivate a sense of community, excitement, and competition that's second to none.
In 2024, live poker is poised for exciting growth, starting with our flagship poker series, AOPS (Adda52 Online Poker Series), culminating with its grand finale in Goa. The AOPS shall pave the way for many more exciting series and tournaments to be played at our live venues.
What level of participation are you anticipating for the upcoming Adda52 Online Poker Series (AOPS), and in what ways does this edition contribute to the enhancement of online gaming tournaments?
For the upcoming Adda52 Online Poker Series (AOPS), we anticipate a significant level of participation, building on the series' reputation as one of India's premier poker events. AOPS has consistently attracted players from across the nation in previous editions, fostering growth within the poker community. Scheduled from January 27th to February 18th, 2024, the current edition promises a dynamic platform for players to showcase their skills and compete for a substantial prize pool of ₹15 Crores across various formats.
According to me, AOPS is not just a poker series but a celebration of their love for the game, reflecting a commitment to building a vibrant poker community in India. The series aims to bridge the online and offline poker worlds, bringing together players from across the country for the final table in the iconic Deltin Royale in Goa. AOPS is positioned as an exceptional gaming experience, blending the virtual and physical dimensions of poker seamlessly, elevating the stakes, and infusing a touch of glamour into the series. As a pioneer in both online and offline poker tournaments, Adda52's commitment to delivering the ultimate poker experience is reaffirmed through AOPS, contributing to the continued popularity and growth of poker as a game in India.
What is the present extent of involvement of women in the gaming industry, and are there any noticeable trends suggesting an increase in their participation?
The involvement of women in the gaming industry, particularly in poker, has seen a significant surge in recent times. Poker is a game of strategy, and we maintain the belief that both genders possess an equal opportunity to thrive in poker. We are witnessing an increasing number of female players from various regions regularly participating on our platform.
In fact, we are fortunate to have two dedicated players, Pratibha Arya and Maria Kirloskar, as our game ambassadors. They not only exemplify outstanding poker expertise but also serve as a source of inspiration to others, having achieved significant victories in national and international poker events.
As technology continues to break down barriers, we expect to see much larger participation from female players in poker, rising to 30 to 40% in line with their participation in mobile gaming.
To establish a robust brand recall and consumer base, what significance do experiential campaigns hold in your view?
Experiential campaigns play a pivotal role in building a robust brand recall and consumer base for our poker platform. We actively engage in social events conducted at corporate offices, tech parks, co-working spaces, and prestigious B-schools like IIM Indore, IIM Kozhikode, and FMS Delhi. These campaigns offer participants a holistic poker experience, allowing them to showcase their strategic prowess. By bringing poker directly to our target audience, we create memorable experiences that contribute significantly to brand awareness and customer loyalty.
How do you think the RMG industry best tackles the 28% GST levy?
Tackling the 28% GST in the Real Money Gaming (RMG) industry primarily involves absorbing costs internally and strategically driving increased adoption. We are proud to be one of the organisations that showed its unwavering commitment to our players, easing them off the GST burden, and ensuring minimal disruption to their gaming experience.
By spreading awareness of the skill-based nature of our games and emphasising their higher purpose, we aim to distinguish them from games of chance, and potentially influence regulatory considerations. The enduring community spirit of poker is a unifying force, enabling us to collectively address challenges while maintaining a commitment to providing a seamless gaming experience for our players.
In the broader context, these hurdles could pose challenges for India as it seeks to challenge the world. Therefore, striking a delicate balance that encourages innovation and entrepreneurship is crucial.
What are the things to look forward to in 2024 for online gaming?
The rise of gaming in India has been driven by the higher adoption of smartphones and easy accessibility of high-speed internet. By the end of 2023, almost 70% of smartphone users were engaged in mobile gaming. This trend is set to continue in 2024, as gaming increasingly becomes an alternate source of entertainment, along with OTTs and short-form video content.
In the casual and free-to-play games, we anticipate revenue boosts from in-app purchases and ad monetization, diversifying the income streams for the industry. However, despite the industry's overall growth, the Real Money Gaming (RMG) sector may face challenges. Flat revenue, impacted by the GST, coupled with potential hits to margins, might affect investments in innovation and brand.
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