The social games targeted at the mass market would be launched across platforms like mobiles, tablet PCs, the direct-to-home platform and social networking sites like Facebook. Each of these microtransactions would range between Rs 5 and Rs 100. The social games would be based on a freemium model, which means while the primary game would be free, users would have to pay for advanced features and accessories. Indiagames has already invested around Rs 4.5 crore in developing the game. Zynga, one of the most successful social game developers, has close to 270 million active monthly users, with almost five per cent of this base paying to play an advance version of the game. According to the Ficci-KPMG Indian Media and Entertainment Industry Report 2011, India accounts for an estimated 8-10 million social media gamers. Globally, social gaming is a $1-billion market. Successful social games include Farmville, Cityville and Mafia War.

Social games are played as a way of social interaction. In the case of Ra.One, we work with the character and create stories around it,вЂќ says UTV Indiagames chief executive Vishal Gondal. But these (social games) are just one-off games.

Games have been used as part of the marketing strategy. вЂњThis is different from what we have done so far in Bollywood.

The company is investing around $3-4 million (Rs 13-18 crore) for the film's online promotion. The game is part of Red ChilliesвЂ™ efforts to woo users in the digital space. A first in India, the social game would be based on the character G.One and would have its own identity. Actor-producer Shah Rukh KhanвЂ™s latest offering, Ra.One, has roped in UTV Indiagames to design a social game based on the film.

Ra one game for mobile