Lights, Camera, Gamify: How Bollywood Uses Games to Promote and Engage?
Gamification is a technique that involves incorporating game design elements into non-game contexts to increase user engagement, motivation, and participation. In recent years, gamification has become increasingly popular in the entertainment industry, including the Bollywood industry.
In this blog, I will share my thoughts on how gamification has played a vital role in the Bollywood industry and its impact on audience engagement. Also cover some examples of successful gamification initiatives in Bollywood.
Movie promotions through games
One of the most common ways gamification has been used in Bollywood is through movie promotions. Movie studios have created games related to the storyline or characters of the movie, which are then promoted through various channels like social media, TV, and radio. These games are designed to engage the audience and promote the movie in a fun and interactive way.
Example: ‘Ra.One: Genesis’ game was launched by Red Chillies Entertainment to promote the Bollywood movie ‘Ra.One’. The game was available on mobile devices and featured the lead character from the movie. Players had to navigate through different levels, fighting villains and collecting power-ups to defeat the final boss.
Voting and prediction games
Bollywood award shows are a big deal, and fans love to predict the winners in different categories. Gamification has been used to increase engagement with award shows by creating games that allow fans to vote for their favorite actors or movies. These games also allow fans to make predictions about the winners and compete with other fans.
Example: The Star Screen Awards introduced a game called ‘My Star‘, where fans could vote for their favorite stars in various categories. Fans could also predict the winners and earn points for correct predictions. The game was available on the Star Screen Awards website and mobile app.
Social media challenges
Social media challenges are another way gamification has been used in Bollywood. These challenges are usually related to the movie or a specific song, and fans are encouraged to participate by creating their own videos or photos and sharing them on social media. This creates a buzz around the movie and increases its visibility.
Example: The ‘Kiki Challenge’ became a viral trend on social media in 2018, and many Bollywood celebrities participated in it. The challenge involved dancing to the song ‘In My Feelings’ by Drake and posting the video on social media. Many fans also participated in the challenge, creating their own versions of the dance.
Movie-related merchandise
Gamification has also been used to promote movie-related merchandise. By creating games related to the movie, fans are incentivized to buy merchandise like t-shirts, mugs, and phone covers, which feature the game characters or graphics.
Example: Red Chillies Entertainment created a game called ‘FAN: The Game’, which was based on the Bollywood movie ‘Fan’. The game featured the lead character from the movie, and players could collect points and redeem them for movie tickets, merchandise, and other rewards.
In conclusion, gamification has played a vital role in the Bollywood industry by increasing audience engagement and promoting movies in a fun and interactive way. By incorporating game design elements into non-game contexts, Bollywood has been able to create a buzz around movies and increase their visibility. These are just a few examples of successful gamification initiatives in Bollywood, and we can expect more innovative and exciting gamification projects in the future.
