Battlegrounds Mobile India (BGMI), a titan in the mobile gaming arena, has made a striking entry into the world of digital storytelling with its latest offering on YouTube – a branded content miniseries titled “Double Trouble In Erangel.” This series is a creative amalgamation of humour, romance, and of course, a nod to the beloved game that has captured the hearts of millions in India.
BGMI’s journey is nothing short of remarkable. Originating as PlayerUnknown’s Battlegrounds (PUBG), it faced a ban in India due to geopolitical tensions, only to make a triumphant return under a new guise and management. This resilience, coupled with endorsements from celebrities like Ranveer Singh and Hardik Pandya, has cemented its legacy and popularity, as evidenced by over 100 million downloads on the Google Play Store.
In an effort to deepen its connection with existing users and attract new ones, BGMI unveiled “Double Trouble In Erangel.” Spanning eight episodes, each under three-and-a-half minutes, this series unfolds on BGMI’s YouTube page. It humorously chronicles the lives of players Nikhil and Siddhi, their budding love story, and the comical complications that ensue with the entry of Siddhi’s sister, Riddhi. The backdrop of a BGMI tournament adds an exciting twist to their tale.
Crafted by New Delhi-based Rusk Studios, known for their GenZ-focused digital entertainment, this series is a masterclass in branded content. It skillfully weaves BGMI’s essence into the narrative, using puns and references that resonate with its player base, while intriguing those on the fence. With over 6.54 million views as of November 28, 2023, its appeal is undeniable.
BGMI’s strategy extends beyond mere entertainment. The game, free to play, earns revenue through in-app purchases. This is exemplified in a 131-second advertisement by 22feet Tribal Worldwide, which promotes BGMI’s Royale Pass, offering gamers various in-game elements. This marketing approach has not only won accolades at the Cannes Lions International Festival of Creativity but has also significantly boosted the game’s visibility and user engagement.
This venture into branded content is just the beginning for BGMI. With another series, “Bolti Bandh,” in the pipeline, Krafton India is capitalising on a period where real money gaming companies face tax burdens, providing a window of opportunity for video games to expand their reach. “Double Trouble In Erangel” follows the earlier “India ki Heartbeat” series, which celebrated the game’s upliftment of the ban, featuring stories from gamers about their BGMI experiences.
BGMI’s story is one of persistence and adaptation. Initially launched globally as PUBG, it faced a ban in India, leading to its rebranding as BGMI. Despite the ban and subsequent comeback in May 2023, Krafton India’s efforts in promotions, celebrity partnerships, and content creation indicate a belief in the untapped potential of the Indian gaming market.
BGMI’s foray into digital content creation marks a new chapter in the intersection of gaming and storytelling. “Double Trouble In Erangel” is more than just a series; it’s a testament to the evolving landscape of mobile gaming, where engagement transcends the game itself and enters the realm of narrative storytelling. As BGMI continues to innovate and explore new avenues, it sets a precedent for others in the industry, highlighting the limitless possibilities in the dynamic world of gaming and digital content.
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