GroupM’s global data and measurement-driven media agency Essence has been appointed as the integrated media agency of record for online games company Games24x7. The agency’s mandate includes media planning, media activation and content innovation for all of Games24x7’s gaming platforms.
The account will be handled by Essence’s Mumbai office.
Games24x7 was founded by New York University alumni Trivikraman Thampy and Bhavin Pandya in 2006. Fueled by early-stage investments from marquee venture capital firm Tiger Global and a host of investment entities from the United States, Games24x7 enables cash, community and creativity for its massive gaming community. The company boasts an exciting full-stack games portfolio across skill games and casual games, with leading platforms including RummyCircle, My11Circle (a fantasy cricket league) and Ultimate Games (casual games).
In the past year, Games24x7 has been partnering with national brand ambassadors for its gaming platforms, starting with iconic cricketer Sourav Ganguly’s promotion of My11Circle. The company has been investing aggressively in its India-centric mobile games business, while also diversifying with investments in the international gaming market and other technology partnerships.
“Online gaming in India has come of age and as a market leader in this industry, Games24x7 is seeking to further build exciting gaming propositions for millions of gaming enthusiasts in the country. We are delighted to appoint Essence as our agency of record for our media efforts as we accelerate our growth plans,” said Siddharth Banerjee, Chief Revenue and Marketing Officer, Games24x7.
“A pioneer in the high-growth, the technology-driven online gaming sector in India, Games24x7 believes in leveraging the true power of data science to provide millions of game players with unique game-playing experiences. At Essence, we have a similar approach to the use of data, analytics and technology to deliver valuable advertising for brands and their consumers. We are thrilled to collaborate with Games24x7 to further accelerate business growth for its platform brands in India,” said Anand Chakravarthy, Managing Director, India, Essence.
Games24x7 joins Essence’s diverse and expanding portfolio of clients in India, which include Airtel, Britannia, Faces Canada, Flipkart, Google, Honda motorcycles and scooters, Livspace, Vedantu, Wakefit and Zee5.