 going to talk about reaching the connected consumer, getting your game face on. We'd like to welcome our speaker for the session. He is the director of marketing at Asia Pacific at InMobi. I'd like to welcome Mr. Rajesh Pantina. A very warm welcome to you. Hello. Hi, Cathy. Thank you a lot for that. Good afternoon, sir. Over to you now. Good afternoon. I'm just going to try sharing my screen. So I think we've heard a lot from Sai and we've also seen the overall online gaming space being described in detail by Girish. Now, what we'd like to do is basically take you through our own insights and specifics of mobile gaming, where what we're basically looking at is a report titled, Everyone's Gaming Among Us, which is probably true. And a lot of you guys must be gaming right now while listening to this. Now, this report specifically, if you look at it, what we've tried to do is basically look at three parts. One is basically a bit of consumer research. What we're basically looking at is a report titled, Everyone's Gaming Among Us, which is probably true. OK. So yeah, quickly about the report, how we've gone about looking at the insights is we've looked at it in three parts. One is that there's a bit of consumer research that we have done using InMobi Pulse, which is our mobile consumer intelligence platform. The second bit is basically we've looked at a bunch of audience intelligence where we've looked at 1.7 trillion ad requests from January 2020 to January 2021. And using a lot of that, we've looked at actual engagement, actual usage patterns, et cetera. And ultimately looked at some advertising insights on the InMobi Marketing Club. That's where advertisers meet consumers on the gaming environment and are able to actually meet their consumers, engage them in the right formats, right kind of ways that they want. Now, quickly jumping into just the methodology of the consumer research specifically, as I was mentioning, the InMobi Pulse platform is something that uses programmatic sampling to run surveys and garner responses. What we did this time around was between February 9 to 16, very recently, reached out to 1,000-plus Indian smartphone users or connected consumers across tier 1, tier 2, and tier 3 cities, about 30 of them. And what we did was made sure that we weighed and targeted them to be representative of India's smartphone population. Now, what I'll cover in the next seven to eight minutes is basically first of just set the stage and help you understand what's the current demographic of the Indian mobile gamer like. And as we basically move and understand that demographic and then move into how the persona of the mobile gamer today is shaping up, what are their motivations like, why are they really gaming? We'll then move into the emerging trends that are actually coming up and then lasting behavior that for a long time, new normal behavior that we've been talking about has come out as. And ultimately, for a lot of guys, monetization is something that you've been hearing. And therein, while publishers have a huge opportunity, advertisers have an equal opportunity. But there have been a lot of myths. And those myths are something that I'd like to break at the end of this. Now, immediately setting the stage to help you understand how gamers are today, what the demographic is like. As the title suggests, it's not just a young urban man's game. It's been a long, whole held myth amongst us that it's only the young and it's only the male who basically game a lot. But what we clearly see is with mobile, close to 50 or 43% of basically mobile gamers are women. And what we also see is it is representative of all age groups with more than 30% of 45-plus age group. Female gamers being seen on the mobile arena. Now, what we're also seeing is that gamers are quite well distributed across India. South leads with a 29%, North accounts for about 27%, while Western India and Central and Eastern India account for 22% each. Now that we've understood how the demographic has shaped up, how it's kind of evolved in the past 12 months, what we'd like to look at is how do we define or how do we understand the persona of this mobile gamer better. And what we really have seen that India is emerging as the land of the committed gamer. Now, here's how we basically been able to arrive at it is we asked a very simple question to our audience was to say, how often does one play games on their mobile phone? And what we found was a whopping 80% basically said that they played once to several times a day. And these are basically the committed gamers in India. And these committed gamers actually reign supreme across gender, while we see that there's a certain skew, very tiny skew towards male. But you see the three and four gamers, both female and male, are basically committed gamers. The other set of gamers that we are defining are regular and occasional gamers, where we see that regular gamers play at least once a week and occasional gamers play once a month or less. Now, I think the most critical part and one of the pieces that was already kind of brought up by Girish and is corroborated through this survey is that we really wanted to understand what's a motivation for people and why did people take up gaming? Now, what we really found out that mobile gaming is equal to relaxation. When we'd ask people what's the primary motivation while you see a bunch of people wanting to compete and win, people wanting to fight boredom, people wanting to connect with friends and family, entertainment or relaxation basically reign supreme. Now, what this means is that people are treating gaming as a part of their entertainment bucket, which is comprising also of OTT video, OTT music, a bunch of social probably engagements, et cetera. But then gaming is starting to own that entire entertainment and relaxation genre and it's probably the new phase of entertainment now. Now, what's also unique, and as we basically need to keep that basic motivation in mind is that people are looking at it as entertainment or relaxation, they are also snacking on mobile gaming. You will see that a whopping 70% are basically playing either for 10 to 30 minutes for each session. So the question that was posed to people here was how long would each session of theirs be? And that turns out to be around 10 to 30 minutes. And that is true not just for basically the overall gamers, but also committed regular and occasional gamers. So it's something that is a snacking behavior is coming true for anybody and everybody who is a mobile gamer today. Now, what that also basically shows is that people are looking for it as entertainment, people are basically looking for it as something that is helping their snacking behavior. And so therefore they're actually going to go play them all and try them all from casual, card, multiplayer online battle arena action to eSports. People are actually trying out any and every game that they can lay their hands on to basically entertain or relax themselves. Now, what we also saw was over 40% of these gamers overall, not just committed gamers, but overall actually had more than three games at any point in time on their smartphones, right? While space might be an issue in the current Android heavy market, what we are eventually seeing, and there was a hint of about the cloud gaming, et cetera. But we will start seeing this entire thing drift and more and more games being present on everybody's smartphone. Now, having said that, what we wanted to also touch upon was that while there's a lot of stated data, people are responding to surveys, how did it actually pan out when it comes to actual engagement that we were seeing in those 1.7 trillion ad requests, right? Now, as you understand, this is a lot about games which use monetization as their mechanism or ad monetization as their mechanism. Now, one of the first emerging trends that we basically saw was an increase in time spent and increase in variety of games that people were using. Now, that is also something that is reflected in a response that we saw to our survey where we saw that 45% Indians actually started playing mobile games due to the pandemic. So you see that there's been a huge insurgence of actually non-gamers just because of mobile making it available to them. And therefore, democratization has actually brought in a whole new bunch of gamers who do not really know consoles, who do not really look at the desktop, but are basically looking at mobile gaming as the primary way of gaming. And therein, what we are also seeing is existing gamers are basically increasing their time spent and are increasing the variety of games that they have played. Now, as you see, gaming has been winning hearts because what we saw on the platform as well was a 1.5x growth in terms of the users, unique users as well from February 2020 to December 2020. And that is very much in line with where we are seeing that 45% of people have said that they'd actually started gaming just due to the pandemic. Now, please note here, this is unique user count. Now, if we move to the app usage itself, what we see are two big things. The first thing being that gaming earlier definitely was a small snacking kind of piece, but it had two big peaks, which was 1130 and then prime time around 839. But what has happened due to the pandemic is basically gaming has actually emerged as a constant engagement piece through the day and the peaks have actually just shifted three to four times and there are some peaks which are like six times or more, but then it's on an average three to four times higher than the engagement that was there previously. Now, to put the unique user and the app usage growth into perspective, this is how things panned out. You see the mark where January 2020, that is before lockdown, how app usage and unique users were at. And then after the lockdown over the course of a year, this is where we are seeing app usage and unique users shift to. That basically actually means that mobile gamers in India are not just committed, they are the most engaged and highly growing kind of a user base. Now, another way of basically looking at that change is to just see the heat map that we put together based on the same data. You see how there are a bunch of huge hotspots that have just exploded and there are very, a lot of newer areas that have come into existence with mobile gamers actually coming on board onto the platform, in movie audience intelligence platform. Now, I think one important piece that we need to definitely look at given all these insights is at the end of the day, if consumers are behaving in a certain manner, how can brands or advertisers best make the most of it? Now, the first, I think myth that we want to break in all of this is to talk about how women have basically entered the arena and are owning gaming. And you see, as we've seen earlier as well, is that 77% of all women who play are basically committed gamers. And what they are also doing is actually playing more in terms of time spent, right? And across age groups, the time spent is way higher than the average time spent by anybody and everybody when it comes to gaming. The second bit is also a long, for long kind of myth, which thinks that gamers are basically not my target audience. A brand always thinks that gamers definitely do not fit into my kind of target audience. Well, the myth cannot be far from the truth because gamers are equally likely to use music, social networking, sports, entertainment, lifestyle and news apps. And they're equally likely to be retail store visitors, shopping center and mall visitors, restaurant visitors, anything and everything. And therefore, what we really see is that in that 300 million strong audience on mobile gaming, you actually have each of your target audience, each of your brand's target audience out there. Now, what's also unique, and this is something that again, Girish had mentioned was the idea of how gamers basically engage with ads in gameplay. Now, we had clearly asked people as to how would they prefer to progress in games? They clearly said that three in four gamers would actually watch an ad than pay money. Now, therefore, in-app purchase are definitely not going to be that prominent in the next couple of years for sure. But what we are seeing and what it means is that ads are something that gamers are basically okay with. And they also have a 60% recall whenever they see an ad. Maybe it's because the brand or product is a topic of interest. The ads help them benefit in the game or the ad is engaging and interactive. But net-net, what you see is a highly committed gaming audience which is engaged, which is watchful, and which has a high recall. That basically means that India as a land of committed gamers is basically your target audience on mobile. Now, also, when it comes to a bit of outcomes for advertisers themselves, what we have seen on the InMobi platform is that we have a 31% higher video completion rate than Moat benchmark, which is an industry benchmark for in-app video ads. And we've also seen 2.6 is higher engagement in terms of clicks, in terms of end card engagement, in terms of rich media engagement, et cetera, that can be built on top of video. Now, that is basically huge, huge goal and a huge, huge distance that brands can actually cover by starting to invest and starting to make more of what the mobile gaming audience is providing to them in today's time and age. That's basically it. I think you guys will have access to the detailed report and detailed insights in the chat link. If you have any other inquiries, if you have any other thoughts, please feel free to reach out to mobilemarketing.inmobi.com. Over to you, Kher. Thanks. Thank you so much, Rajesh, for giving us that brief insight. And I'm sure a lot of our viewers have taken key highlights from your talk. Thank you so much for your time and sharing the insights here with us. Thank you. Thank you. Bye.