Entertainment franchises, both live action and animated, are venturing into mobile gaming to enhance audience engagement and revenue streams. Nazara Technologies has introduced a mobile game based on the popular reality show Bigg Boss, leveraging the strong connection between TV viewers and India’s expanding gaming community.

Meanwhile, long-standing TV show Taarak Mehta Ka Ooltah Chashmah is exploring casual gaming formats, and animated series like Chhota Bheem are using games to maintain relevance and increase in-app earnings. Experts highlight that as passive viewing declines, interactive extensions are becoming crucial for monetization and engagement.

IP owners are now treating games as independent ventures rather than just promotional tools. Neela Mediatech, behind Taarak Mehta Ka Ooltah Chashmah, has launched various gaming titles and is focusing on expanding beyond its existing fan base. The studio emphasizes the significance of investing in design, art, and marketing to enhance the gaming experience.

For companies involved in animation, VFX, and gaming, transmedia IP offers longevity and adaptability. The shift towards interactive universes is driven by the desire of audiences to not just watch but also influence and engage with the content. This evolution requires creative adaptation and tailoring of narratives for gaming audiences.

As the industry moves towards interactive content, the battle for entertainment IP monetization is transitioning from views to playtime. With a vast audience base and changing viewer habits, the focus is now on creating immersive and participatory gaming experiences that extend the life of popular IPs.

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