Well-regulated environment fosters growth, innovation in gaming ecosystem: Nitesh Salvi

The online gaming landscape in India is buzzing with excitement, driven by a vibrant community of players who crave not just entertainment, but a blend of skill, competition, and social interaction. With online poker at the forefront, platforms are increasingly focusing on immersive features that transform gameplay into a thrilling experience. As the industry evolves, there’s a growing demand for skill-based games that offer a challenge while providing a unique sense of connection among players. Yet, with this rapid expansion comes the need for robust regulatory frameworks and a commitment to responsible gaming, making compliance a key focus for market leaders.

In an exclusive interaction with Adgully, Nitesh Salvi, Vice President – Business, Pocket52, sheds light on the brand’s ‘Vibe Crazy Hai’ campaign, which seeks to amplify the excitement of online poker. He discusses the strategy behind the campaign’s innovative ad films, influencer collaborations, and how Pocket52 aims to strengthen its position as a go-to destination for both seasoned players and newcomers. Salvi also dives into the evolving regulatory landscape, the brand’s commitment to responsible gaming, and the current market sentiment during the festive season.

Could you share the inspiration behind the ‘Vibe Crazy Hai’ campaign? What do you hope to achieve with it in terms of brand awareness and positioning?

The ‘Vibe Crazy Hai’ campaign is inspired by the vibrant and exciting energy of the online poker community. We aim to capture this spirit and showcase how Pocket52 enhances it through our unique features and engaging gameplay. Our primary objective is to strengthen brand awareness and position Pocket52 as one of the most fun and entertaining online poker platforms in India. We want players to associate Pocket52 with an immersive and thrilling experience that goes beyond traditional online poker.

Who is the primary target audience for this campaign, and how are you planning to appeal to both regular and new poker players?

Our core audience consists of poker players in India, both regular and new.

• For regular players: We’re highlighting the innovative features that elevate their poker experience, such as interactive throwables, customizable themes, and a strong emphasis on fair play. These elements add a new dimension of fun and engagement to their usual gameplay.
• For new players: We’re showcasing the exciting and social aspects of online poker on Pocket52. The campaign emphasises the vibrant community, ease of play, and the thrill of competition, making it more inviting for those new to the game.

Could you elaborate on your promotional strategy, including the three ad films and influencer collaborations? How do you select the influencers you partner with?

We have created three engaging ad films, each highlighting a key aspect of the ‘Vibe Crazy Hai’ experience:

• Film 1: Showcases the fun and interactive elements like throwables and emojis, allowing players to express themselves and enhance the social aspect of the game.
• Film 2: Focuses on the customizable themes and environments, enabling players to personalise their experience and set the mood for their games.
• Film 3: Emphasises Pocket52’s commitment to fair play and genuine gameplay, building trust and confidence among players.
• Influencer Collaborations: We have partnered with gaming influencers who resonate with our target audience. These influencers are not just celebrities but individuals who genuinely understand and enjoy online poker. They create authentic content that showcases the ‘Vibe Crazy Hai’ experience to their followers, generating excitement and driving engagement.
• Selection Criteria for Influencers: We prioritised influencers who have a strong connection with the gaming community, create high-quality content, and possess a genuine passion for poker. We look for individuals whose values align with Pocket52’s commitment to fair play and responsible gaming.

Could you discuss the role of the agency involved in the ‘Vibe Crazy Hai’ campaign? What was the brief you provided them, and how did their input shape the final concept?

Minimalist, our agency partner, played a crucial role in bringing our vision into the ‘Vibe Crazy Hai’ campaign. Our brief was to showcase Pocket52’s unique features and gameplay in a way that resonates with our target audience. Minimalist successfully captured the essence of our platform and delivered a concept that is both creative and impactful. Their contributions were invaluable in shaping the final campaign, ensuring it effectively communicates the energy and excitement of playing poker on Pocket52.

How does Pocket52 navigate the current regulatory landscape for online poker in India? What are the key challenges you face regarding compliance?

Pocket52 places a strong emphasis on compliance and operates in full accordance with the evolving regulatory landscape for online poker in India. We understand the importance of responsible gaming and have implemented robust measures to ensure a safe and secure environment for our players. We continuously monitor and adapt to any regulatory changes to maintain the highest standards of compliance.

What role do you believe the gaming industry should play in advocating for clearer and more supportive regulations? How is Pocket52 contributing to this dialogue?

The gaming industry plays a crucial role in advocating for clearer and more supportive regulations. We believe that a well-regulated environment fosters both growth and innovation while prioritizing player protection. Pocket52 actively participates in industry dialogues and engages with policymakers to contribute to the development of a responsible and sustainable gaming ecosystem in India.

What are your observations on the overall consumer and market sentiment during the festive season this year?

This festive season, we have observed a heightened sense of enthusiasm and engagement within the online gaming community. Players are actively seeking entertainment and social interaction, and online poker serves a perfect platform for both. Additionally, we have also noticed a growing interest in skill-based games like poker, as players appreciate the challenge and the opportunity to test their abilities.