In an era where technology and creativity aim to converge to shape newer experiences, Krafton India and Mahindra have entered a collaboration. This partnership brings the sporty and futuristic Mahindra BE 6 electric origin SUV into the immersive world of Battlegrounds Mobile India (BGMI), promising to redefine virtual engagement and community interaction.
With this integration into BGMI’s dynamic universe, Krafton is looking to bridge two distinct industries and also creating an unparalleled experience for players and automotive enthusiasts alike.
Starting 16 January 2025, players will have the chance to explore this state-of-the-art vehicle within the game, engage in themed missions, and unlock exclusive in-game items inspired by the BE 6.
This collaboration is more than just a feature update; it’s a statement of intent. It showcases how two iconic Indian brands can collaborate to inspire a new generation of gamers and consumers.
For Mahindra, the BE 6 represents their commitment to pushing the boundaries of electric mobility with an eye on sustainability. For Krafton India, the partnership reflects its dedication to delivering culturally resonant, localised content to Indian gamers.
The collaboration offers players a chance to win a Mahindra BE 6 through an exclusive contest, making the lines between virtual and real-life engagement blur.
During an event in Mumbai to announce the partnership, we spoke with Seddharth Merrotra, head of business development, Krafton India. He shared insights into how this partnership with Mahindra came to life, the challenges currently facing the e-gaming industry, and the marketing strategies driving this collaboration.
Additionally, he discussed how more brands can harness the power of the e-gaming space to connect with their audiences, offering personalised and innovative experiences that bring their brands to life.
Edited excerpts:
What was the insight and vision behind integrating Mahindra’s BE 6 SUV into BGMI, and how does it aim to enhance the gameplay experience?
Nearly 90% of our collaborations have been focused on Indian audiences in our partnerships with BGMI so far. Our goal has always been to prioritise partnerships that resonate deeply with the culturally rich and diverse gaming community in India. BGMI is, at its core, an Indian game designed specifically for Indian players.
With this in mind, we aim to showcase the vibrant heritage and diverse cultures of our country through our collaborations. This journey with Mahindra began with discussions in January last year, where we explored ideas that could authentically represent and celebrate India’s unique identity. Now, after months of planning and effort, we’re excited to bring this collaboration to life in the game in just a few days.
What is the marketing plan to spread awareness about this association to Krafton’s audiences?
We’ve created an ad film to beautifully showcase our collaboration with Mahindra, which will be rolled out on 16 January, and stands out as one of the key content pieces. This is something we excel at—whether it’s a movie tie-in or any other partnership, we always ensure we produce exceptional video content. Videos have a unique ability to captivate and resonate with audiences far more effectively than static images or text.
What makes this collaboration even more compelling is the giveaway of the car, which is a groundbreaking initiative. It’s rare for an app or game to offer such a significant proposition, and this is the first time BGMI has collaborated with an Indian automobile brand.
This partnership not only highlights innovation but also emphasises the essence of 'Make in India'. It’s designed to resonate deeply with Indian audiences while promoting Indian products. We see this as a major milestone in our journey of collaboration.
Were there any challenges or unique opportunities during the development and integration of this collaboration?
Whenever we engage with our partners, we emphasise that any deep integration typically takes around eight to nine months to implement within the game. We conduct rigorous QA (quality assurance) testing to ensure that the final product aligns perfectly with the brand's vision. For instance, if it’s a replica of a car, it needs to look and feel exactly like the original, down to the smallest details in design.
This process involves significant manpower dedicated to testing and fine-tuning every element. Of course, challenges arise—especially when two parties are involved. There are instances where differing perspectives on design come into play, leading to ongoing discussions. However, through collaboration and mutual understanding, we always manage to find common ground to deliver a seamless and authentic integration.
With gaming becoming a powerful platform for advertising, what makes BGMI an ideal space for brands like Mahindra?
The collaboration with the Mahindra BE 6 highlights the vast opportunities available for brands to engage with the gaming community and industry in meaningful and innovative ways. This is why we place so much importance on collaborations—whether with QSR brands like KFC, celebrities, movies, or other creative partnerships.
Beyond in-game integrations, we also explore out-of-game collaborations. For example, last year, we partnered with unipin.com, a web platform for game top-ups. This allowed players to easily top up their in-game currency through a seamless web store experience.
These kinds of collaborations not only create new spaces for brands to connect with audiences but also help educate them about the unique opportunities gaming offers. It’s a chance for brands to channel their marketing strategies into a platform where the audience is already active and eager for fresh experiences. Without such innovations, the audience risks losing interest, which is why we remain committed to forging partnerships that reach both gaming and non-gaming audiences alike.
Outside of BGMI, which are the emerging games providing Krafton with growth?
We recently launched a casual game called Cookie Run India, which has been performing well. It’s a running game, similar to popular titles like Temple Run, where players race to earn points, boost their scores, and level up their ‘cookie’ characters.
To make the game more relatable to Indian audiences, we introduced two uniquely Indian-themed cookies named Gulab Jamun and Kaju Katli—a playful nod to beloved Indian sweets that players can connect with.
This was one of our major launches in December, alongside another game, Bullet Echo. Looking ahead, we are planning to expand our portfolio even further, with three to four new game releases scheduled for this year.
Any challenges in the mobile gaming space in India that Krafton wishes to tackle for smooth growth?
One of the key priorities for us is enlightening and educating the Indian audience, especially parents, about the potential of gaming as a viable and rewarding career path. There’s a common perception that video games are not a legitimate way to generate income or a mainstream activity. To address this, we regularly organise major eSports events, including some of the biggest tournaments hosted by Krafton.
Through these events, we actively engage with parents to demonstrate the opportunities gaming offers, not just for earning money but as a pathway to various careers, such as game development. We also conduct leadership talks, interviews, and workshops at colleges and other platforms to spread awareness that gaming can indeed be a credible and mainstream activity.
Interestingly, recent studies on social media highlight the benefits of gaming for mental health, noting that it can have a positive impact on overall well-being. When mental health is strong, it often translates to better physical health as well, making gaming a valuable activity in more ways than one.