Campaign India Team
Nov 19, 2010

Turner ties up with Zapak Digital Entertainment

Partnership will expand Cartoon Network's online games in India

Turner ties up with Zapak Digital Entertainment

Turner International India will exclusively partner with Zapak Digital Entertainment to market and distribute Cartoon Network’s most popular Multiplayer Online Games (MOGs), including the launch of Ben10 Omniverse: Rise of the Heroes and a brand new version of the popular game, Toon Football.

As part of this partnership, Turner will leverage Zapak’s promotional channels to expand the reach of Cartoon Network’s online gaming experience nationwide. Zapak will also support the launch of CN Coins game cards, a toon currency designed for the youth gaming space in India. CN Coins will be available at Zapak Gameplex along with 500 other private cafes across 35 cities in the country for consumers to access these games. Zapak will provide significant support to Ben 10 Omniverse: 'Rise of the Heroes' and 'Toon Football' via promotional activities, gaming tournaments and customised retail promotions across Zapak Gameplexes and private cafes across 35 cities. The game will also be promoted on the website Zapak.com. In addition, Zapak will also act as a premium payment partner integrating the games into payment channels including credit and debit cards and electronic coupon purchase in Zapak gameplexes.

Turner’s foray into social gaming coincides with an increasing appetite for fun and interactive online games in India. In Cartoon Network’s kids’ lifestyle survey, New Generations, results showed that 34% of kids aged 7-14 who surf the net list playing multi-player online games as their favourite activity followed by 19% who listed individual online gaming as their favourite online activity.

Benjamin Grubbs, executive director for Turner Entertainment Interactive Media and general manager, TurnOut Ventures Limited, said, “India is a priority market for us so our partnership is a win-win for both Turner and Zapak. The alliance expands the distribution of Cartoon Network games and associated payment options as it leverages Zapak’s enviable network of promotional channels.  We’re already enjoying some of the highest game-plays and web traffic in the region coming from India so we look forward to welcoming even more players to our sites.”

Commenting on this partnership, Rohit Sharma, chief executive officer, digital business, Reliance Big Entertainment, said, “The kids aged 15 and below contribute to over 20% of traffic on Zapak.com. They serve as one of the stickiest users on the site. Ben 10 is an extremely popular Cartoon Network toon star amongst kids in India while Sports has always been one of the most popular genres of gaming. Hence this partnership with Turner for Ben 10 Omniverse: Rise of the Heroes and Toon Football is to offer the very best to our growing kids segment."

Source:
Campaign India

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