How A23 Rummy Maha Mela can drive long-term growth of the online rummy ecosystem

The Real Money Gaming (RMG) industry in India is rapidly growing, fueled by increasing internet penetration and smartphone usage. As online skill-based gaming platforms gain popularity, companies are launching innovative campaigns to engage players, especially during the festive season when user activity peaks. The competitive landscape demands differentiation, and brands are pushing the envelope to stand out, incorporating extensive rewards, diverse gaming experiences, and cultural elements that resonate with players.

Adgully spoke with Gunnidhi Singh Sareen, VP - Marketing, A23 Gaming, to delve into the strategy behind the A23 Rummy Maha Mela. With a focus on making this 100-day event a game-changer in the RMG space, Sareen discusses how A23 is leveraging cultural alignment, responsible gaming practices, and a robust rewards system to elevate the rummy-playing experience and shape the future of skill gaming in India.

Could you elaborate on how the A23 Rummy Maha Mela differentiates itself from other online rummy festivals in the industry? What makes it a game-changer in the RMG (Real Money Gaming) space?

A23 Rummy Maha Mela is a 100-day long online rummy extravaganza. It started on October 5 and will go on till January 12, 2025. This mega event is the first-of-its-kind, and we expect it to be the biggest online rummy celebration this festive season, with an array of exciting rewards and experiences for rummy enthusiasts across India. It’s an ultimate celebration of rummy, where our customers can test their rummy-playing skill and win mega prizes. It’s packed with exciting challenges, competitive leaderboards, and thrilling tournaments packed with big cash prizes and some fantastic rewards.

There are several reasons why it stands out. Here are some of them:

Massive prize pool: With a whopping ₹100 crore prize pool, it offers one of the largest rewards in the industry. This includes luxurious prizes like a BMW car, XUV700s, Royal Enfield motorcycles, gold coins, iPhones, and substantial cash prizes.
Extended duration: Spanning 100 days from October 3 to January 12, 2025, it provides players with substantive time to participate and win.
Diverse competitions: The festival features a mix of challenges, leaderboards, and tournaments, catering to different skill levels and preferences.
The grand finale: Bringing together top 36 finalists from the online competitions, the Mela culminates in an offline mega finale at an exotic location. This adds a unique, real-world dimension to the online gaming experience.
High-value rewards: High-value rewards and the festive timing aim to elevate the rummy experience and add to the festive cheer.
Marketing and engagement: A23 is also launching multiple video campaigns to capture the attention of rummy enthusiasts, ensuring high engagement throughout the festival.

A23 has been a major advocate for transparency and fair play. How does the Maha Mela campaign uphold these principles, and what systems are in place to ensure a secure and trustworthy gaming environment for participants?

A23 has been committed to responsible gaming and while we’ve been advocating it for years, the Mela is no different. The Maha Mela upholds A23’s commitment to transparency and fair play through several stringent key measures:

Upholding transparency and fair play:

Random Number Generators (RNGs): A23 utilizes certified RNGs to ensure that the shuffling of cards and game outcomes are entirely random and unbiased, preventing any manipulation.

Clear communication: The Maha Mela’s rules, tournament structures, prize distribution, and terms and conditions are clearly communicated to players upfront, minimizing ambiguity and disputes.

Responsible gaming: A23 promotes responsible gaming practices, providing tools for players to set limits on deposits, gameplay time, and self-exclusion options to ensure a healthy gaming environment.

Our backend algorithms will continue to flag or highlight any specific game play patterns that are not in accordance with responsible gaming policies and take immediate corrective actions

Maha Mela has an opportunity for our customers to win from an overall prize pool by playing responsibility and within their respective limits

For a secure and trustworthy environment:

Data security: A23 employs industry-standard encryption protocols (like SSL) to protect player data and financial transactions, safeguarding against unauthorized access and fraud.

Secure payment gateways: Integration with reputable and secure payment gateways ensures safe and reliable deposit and withdrawal processes for players.

KYC verification: A23 implements KYC procedures to verify player identities, preventing fraudulent activities and ensuring a secure gaming environment.

24/7 Customer support: We also have a dedicated customer support team that is available round-the-clock to address player queries, concerns, and resolve any issues promptly and efficiently.

The Maha Mela introduces unique offline rewards for online gaming. How do you believe these innovations will shape the future of skill-based gaming campaigns in India?

The mela is conceptualized as a celebration of skill-based rummy. In this day and age, where the gaming landscape is shifting by the minute, we’re innately aware that engaging our customers is key. The offline rewards are designed for just that, to keep our loyal customers engaged and to give them a reason to cheer this festive season. Another reason for this is to think innovatively and create interesting ways to level up, therefore you will notice that amongst the mega prizes that include a BMW, XUVs and Royal Enfields, there are gold coins, iPhones and other substantial prizes along the way. We want our customers to play big and win big!

How do you see campaigns like Maha Mela contributing to the long-term growth of the online rummy ecosystem? What role will these campaigns play in building a larger player base?

Campaigns like the A23 Rummy Maha Mela can significantly contribute to the long-term growth of the online rummy ecosystem in several ways:

Increased visibility and reach: Extensive marketing, high-value rewards and the euphoria attached to an overall festive campaign attracts a wide audience, including new players who might not have considered online rummy before. This helps in expanding the player base and increasing the overall visibility of the game.
Enhanced player engagement: The variety of challenges, leaderboards, and tournaments keep players engaged over an extended period. This sustained engagement can lead to higher retention rates as players return to the platform regularly to participate in ongoing events.
Trust and credibility: By offering substantial and tangible rewards, such as luxury cars and gold coins, and hosting offline finales, A23 builds bonds of trust and credibility among players. This can encourage more players to join, knowing that the platform is reliable, and rewards are genuine.
Community building: Offline events and the opportunity to compete in person foster a sense of community among players. This can lead to stronger player loyalty and a more vibrant gaming ecosystem as players form connections and share their experiences.
Innovation and differentiation: Unique campaigns like the Maha Mela set A23 apart from other platforms, positioning it as a leader in the industry. This differentiation can attract players looking for new and exciting gaming experiences.
Economic impact: Large-scale campaigns can also have a positive economic impact by creating job opportunities and driving revenue for the gaming industry. This growth can lead to further investments in technology and innovation, enhancing the overall quality of the gaming experience.

Overall, campaigns like the A23 Rummy Maha Mela play a crucial role in building a larger player base, enhancing player engagement, and driving the long-term growth of the online rummy ecosystem.

How does A23 Rummy address the concerns related to offshore betting, especially given the ongoing discussions around legality and ethical implications?

Focus on Skill-Based Gaming: A23 explicitly positions itself as a platform for skill-based games, where outcomes are determined by players’ knowledge, strategy, and decision-making, rather than chance. This clear distinction separates it from betting activities where outcomes are primarily determined by luck.
Adherence to the regulatory landscape: A23 operates in full compliance with Indian laws and regulations governing online gaming—ensuring our operations are permissible within the legal framework of the jurisdictions it operates in, avoiding any association with illegal offshore betting sites.
KYC and Geolocation verification: A23 implements strict Know Your Customer (KYC) procedures to verify the identity and location of its players. This ensures that participants are of legal age and residing within jurisdictions where online rummy is permitted, preventing access from regions where it might be prohibited or considered offshore betting.
Responsible Gaming practices: A23 promotes responsible gaming by providing tools and resources to help players manage their gameplay and spending. This includes features like deposit limits, gameplay time reminders, self-exclusion options, and access to support organizations for players who might need assistance.
Transparency and Fair play: A23 emphasizes transparency in its operations, using certified Random Number Generators (RNGs) to ensure fair and unbiased game outcomes. It also implements measures to prevent collusion, fraud, and other unethical practices that are often associated with offshore betting sites.
Industry advocacy: A23 actively participates in industry discussions and advocates for clear and responsible regulations for online skill-based gaming in India. This includes supporting measures that distinguish skill-based games from betting and gambling activities, whitelisting law-abiding brands that pay their fair share of taxes and are promoting a safe and regulated environment for players.

As the RMG industry in India continues to evolve, how does A23 navigate the regulatory landscape to ensure compliance with government regulations?

A23 navigates the regulatory landscape in India by adhering to several key practices:

Legal compliance: A23 operates under the framework of Indian laws, which classify rummy as a game of skill rather than a game of chance. This distinction is crucial as it exempts rummy from gambling regulations.
State-Specific regulations: Since gambling laws in India are state-specific, A23 ensures compliance with the regulations of each state.
Mandatory KYC: A23 requires all players to complete KYC verification. This process helps in verifying the identity of players, preventing fraud, and ensuring that only eligible individuals participate.
Responsible gaming initiatives: A23 promotes responsible gaming through features like self-exclusion, setting deposit limits, and providing resources for players to manage their gaming habits.
Secure transactions: The platform uses SSL encryption and secure payment gateways to protect financial transactions and player data, ensuring a safe and secure gaming environment.

By implementing these measures, we ensure that we’re compliant with government regulations while providing a secure and fair gaming experience for the user.

How is A23 leveraging the festive season to engage both existing players and attract a new audience to skill gaming? What role does cultural alignment play in the campaign?

The Meha Mela at its very core is based on celebratory occasions, ushering in the start of the festive season, all the way till January when the world gets back to business.

Rummy, being a popular social game in India, already enjoys cultural acceptance as a skill-based activity often played during festivals and family gatherings. We’re aware that this is perhaps the perfect time to bring in some festive cheer for not only our loyal customers but also those that are fence-sitters about rummy. The campaign's prizes, such as gold coins (auspicious during festivals) and high-value items, align with cultural aspirations and gift-giving traditions.

Additionally, we’ve also engaged with several regional influencers like Dancer Shakti Mohan and Parambrata Chattopadhyay, Tejasswi Prakash, who participate in various marketing campaigns to join in the celebration that is the Maha Mela.