India’s popular mobile video game, Battlegrounds Mobile India (BGMI) has announced its association with Flux@The Glitch. It is a content wing of The Glitch, which is under the VMLY&R agency who specializes in creating video content for users.
Following the association, the agency will be focusing on disruption-driven and industry-first ideas which help in unleashing the full potential of the BGMI brand in the Indian market.
While it will also be bringing new players from various demographics across India, into the BGMI ecosystem. The main goal of the agency is to provide information and inspiration content that will be based on awareness and engagement. Following which it will be helping to pull the community of both the advanced gamers as well as the casual gamers into BGMI.
Speaking on the occasion, Tathagata Ray, Creative Director at Flux and the Creative Lead on the account, said: “The gaming universe is growing exponentially in India, rallied by a majority of mobile gaming players like Battlegrounds Mobile India. As an avid gamer myself, I am super elated with an opportunity to grow the Battlegrounds community in India. The industry is yet untapped in India, and the promise is that of category first innovation and content.”
“Throughout their collaboration, the highly qualified creative team at Flux will work together with BGMI to create intriguing, engaging and relatable video content, to showcase the potential of the game as well.”
Adding to it, Varun Anchan, Associate Vice President- Strategy & Business, Flux@The Glitch said: “More than a game, BGMI is a part of pop culture and we’re more than happy to have it as part of our portfolio. We’ve put together a team of mobile gaming enthusiasts who’d like nothing more than to work on a brand like this. What makes this even more exciting, is where we are at as a country when it comes to gaming. The YOY growth of the gaming industry as a whole and of mobile gaming, in particular, is just tremendous.”
Battlegrounds Mobile India or widely known as BGMI is an online multiplayer battle royal game that has been developed by Krafton, exclusively for Indian mobile gamers. It was launched earlier this year in August, and currently has more than 40 million downloads with 16 million active users.