Pokémon GO takes to Hindi in Indian outing
NEW DELHI : The Pokémon Co. and its American partner, software developer Niantic Inc., have launched the popular mobile game Pokémon GO in Hindi. As part of the expansion plans, the companies have allocated ₹125 crore over five years for activities like advertising and marketing.
Niantic plans to add more Indian languages to the game gradually. The companies are seeking to engage Indian audiences, considering Hindi’s status as the sixth largest language in Asia. This is the 10th country, where they have localized content, with some Pokémon characters now sporting Hindi names to enhance their appeal.
During his visit to Delhi, the Pokémon Co.’s director and chief operating officer Takato Utsunomiya told Mint that the firm will invest ₹25 crore every year for five years and see how the Indian market responds. The move follows the rising popularity of the gaming platform on YouTube in recent years. It continues to thrive in other markets like the US and Japan.
Utsunomiya said within Asia, China is a crucial market. India, in contrast, is a relatively new market for the business, and it is still in the process of establishing itself. “We are willing to invest because India has a strong gaming culture.
While a lot of the games popular in India right now are battle-style games, we hope the adoption of Pokémon Go will increase in a similar way it had in Japan, where we had battle royale games, too. Our games keep people on the move, and promote a healthier lifestyle. So, we are a very different category from those games." Omar Tellez, vice president of emerging markets, Niantic, said India represents a massive opportunity.
Read more on livemint.com
