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Battlegrounds Mobile India (BGMI), developed by South Korean game developer Krafton, has onboarded Flux@The Glitch, which is the content wing of The Glitch, to create video content for users.

The Glitch is a VMLY&R agency, the partnership between the two will focus on disruption driven and industry-first ideas to optimise the full potential of the BGMI brand in the Indian market. The goal is to provide information and inspiration driven content based on awareness and engagement. This will help pull the community of both - the advanced gamers as well as the casual gamers into the game.

BGMI had received a good response from gamers at the time of its launch in India, which happened in August this year. Within the first week it saw 40 million downloads and 16 million daily active users.

Tathagata Ray

Tathagata Ray, Creative Director at Flux and the Creative Lead on the account, said, “The gaming universe is growing exponentially in India, rallied by a majority of mobile gaming players like Battlegrounds Mobile India. As an avid gamer myself, I am super elated with an opportunity to grow the Battlegrounds community in India. The industry is yet untapped in India, and the promise is that of category first innovation and content."

Varun Anchan

Varun Anchan, Associate Vice President- Strategy and Business, Flux@The Glitch, said, “More than a game, BGMI is a part of pop culture and we’re more than happy to have it as part of our portfolio. We’ve put together a team of mobile gaming enthusiasts who’d like nothing more than to work on a brand like this. What makes this even more exciting, is where we are at as a country when it comes to gaming. The YOY growth of the gaming industry as a whole and of mobile gaming, in particular, is just tremendous.”