MUMBAI: Mobile games firm Nazara Technologies is looking to tap celebrity brands in the world of cricket to achieve a target of $100 million in revenues by 2018, a three times jump from the Rs 220 crore it clocked in FY16.
Nazara has partnered with cricketers Virat Kohli and Rohit Sharma to create a line of cricketing games solely based on the aspects of their sporting careers to be made available globally.
"The mobile gaming sports vertical globally is dominated by soccer, baseball and football. But for India, cricket is the focus area and so we are looking at cricket as a growth opportunity globally," said Manish Agarwal, CEO of Nazara Technologies.
"That could be a $100 million opportunity in terms of revenues."
The 16 year-old Mumbai-based gaming publisher will launch Virat Super Cricket and Stick Cricket Virat Rohit over the next month through their partnership with London and Sydney-based mobile game developer Stick Sports as reported by ET earlier. "My brand or IP will be the way I engage with startups when it comes to content," Virat Kohli told ET.
"That's going to be priority for me. If as a customer, it makes sense to me on whether I would use it or not, if it sounds exciting and has a plan of an exit or potential to scale, it can lure you into taking a decision. But for me, the intent is very important."
Nazara is looking to cash in on the cricketer's global brand value along with potential partnerships with global game developers to clinch the $100 million growth opportunity using in-app purchases and ad-based revenues.
Nazara is collaborating with Kohli for two years in the form of a revenue sharing partnership. The company is not looking at any extra spend on marketing but will use Kohli's social media connect to popularise the games.
To enhance user engagement and revenues for the cricket-based game series, Nazara plans to launch a series of merchandise as also consider collaborations with the brands and companies that Kohli works with to maintain a high user base.
Nazara is now considering a public listing in 2018. "We are significantly profitable and we don't have any need to go out and raise money to invest in our growth," Managing Director Nitish Mittersain told ET. "The options on the table today are to either get in a large PE player or look at alternate options like an IPO in 2018."
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