By Saptak Bardhan

Gaming has slowly become a stronghold in the country as the market for gaming continues to grow aggressively. The online games market in India is expected to reach Rs 147 crore in 2024 and is further expected to grow by 11.36% to Rs 203 crore by 2027.

OTT platforms have slowly taken to gaming, as a few platforms in India have introduced games to their platforms. Despite having a collection library of content ready to consume, games have been added to these platforms to increase engagement.

Abhirup Datta, head of marketing- AVOD, ZEE5, stated, "OTT or any other content is usually one-way communication. Since it is one-way communication, the user won't be as hooked, and the engagement will be less. This is one of the reasons why OTT players are looking into gamification of user experiences."

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