International BusinessDisney mulls localised console, PC games
Disney Interactive Media Group (DIMG), a division of Walt Disney Company, is contemplating introducing localised console and PC games for the Indian market shortly.
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DIMG is into creation and delivery of Disney branded interactive entertainment and informational content across multiple platforms including online, mobile and video game consoles around the globe.
“We will be evaluating the console and PC game options in the next few months,” Nitin Chawla, executive director of DIMG, said while delivering his keynote address on ‘Managing Disney brands from the global to the local – experiences and challenges’ at Nasscom’s two-day Animation and Gaming Summit 2009.
Terming DIMG as a young brand in the country (four-and-half-a-year to be precise), Chawla said they had three fundamental challenges to address when the company entered India.
“India is predominantly a local-content market with 92 per cent of the content consumed being local. Besides, Indian consumers had just started their journey with animation. DIMG had adopted a three-pronged approach to address this – using international content in the Indian context, localisation of global content for relevance and using technology to provide content with newer experiences,” he said.