Market intel gathered for a Skill-based gaming, built for India at scale
Scenario
Our client is a leading skill-based entertainment platform known for its vernacular-first approach and deep mass-market user engagement. The company combines data, technology, and responsible gaming practices to build highly scalable mobile products and has emerged as a prominent player in India’s digital gaming ecosystem, driven by strong product innovation and execution excellence. Following the real-money gaming ban in India, the client sought to strategically pivot its business model by introducing bite-sized content experiences on its app, while retaining and engaging its existing user base.
We adopted a focused research approach to enable the client’s transition from real-money gaming to bite-sized content while minimizing user churn. The work began with a targeted market and regulatory scan, alongside benchmarking of short-form content platforms. This was complemented by analysis of historical user data to identify key engagement drivers, high-risk churn cohorts, and vernacular usage patterns. Primary user research was conducted to understand the type of content users wanted to consume- educational, skill development, fictional stories, mythological stories etc.
Approach
The market research provided clear validation for the client’s strategic pivot toward bite-sized content while retaining its existing user base. The findings revealed that vernacular-first content and quick-play formats emerged as critical engagement levers, particularly among high-frequency users. Collectively, these insights enabled the client to move forward with a data-backed content strategy, a clear experimentation roadmap, and confidence in maintaining engagement levels during the business model transition.