Bollywood based Mass Multiplayer on-line dancing game. Dance, chat, socialize on-line to the latest tunes of Bollywood and use o

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Bollywood based Mass Multiplayer on-line dancing game. Dance, chat, socialize on-line to the latest tunes of Bollywood and use o

India
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Integrating mass popular content from bollywood with the latest technologies to deliver a full mass multiplayer on-line dancing game with complete soc

About You
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Your idea
Year work began:

2006

Focus of activity

Other

YouTube Upload

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Project URL (include HTTP://)
Plot your innovation within the mosaic of solutions
Which of these barriers is the primary focus of your work?

Which of the principles is the primary focus of your work?

If you believe some other barrier or principle should be included in the mosaic, please describe it and how it would affect the positioning of your initiative in the mosaic:

This field has not been completed

Innovation
What is your signature innovation in one sentence?

Integrating mass popular content from bollywood with the latest technologies to deliver a full mass multiplayer on-line dancing game with complete soc

Describe your innovation. What makes your idea unique and different than others doing work in the field?

The game scale is infinite making it a full new interactive media channel. The dance mats also make it a fitness exercise machine. On-line games have long proven to be the most efficient application to bridge the digital divide and drive the increase of both broadband and PC penetration. Video dancing games with dance pads like DDR are also proven to be efficient to promote fitness and exercise. DanceMELA combines these two elements with the popular entertainment provided by the Bollywood movie industry to start the on-line game phenomenon in India.

What barriers exist that are creating the problem your innovation is hoping to address/change?

Low internet penetration and PC literacy and a limited fitness culture due to the rapid urbanization of the Indian population. The game addresses both these issues and promote an easy and entertaining way to overcome them. People do not realize they are using a computer or exercising. They just play and learn these skills in the process.

Delivery Model: How do you implement your innovation and apply it to the challenge/problem you are addressing.

How do you implement your innovation and apply it to the challenge/problem you are addressing. (1000)
The game is delivered to the audience in several ways:
- Our own sales force which has so far signed over 2,000 internet cafes and installed over 20,000 seats.
- 6,500 lifestyle retailers across the country will be carrying the game, the game cards and the mats
- On-line the game can be downloaded from about 10 different partners’ sites
- 3 Telco partners are distributing the game to their broadband users
- Partnership with print media will deliver a further 500,000 game SW to their subscribers
- We do 5 colleges festivals a month with full game demo and tournaments
- TV partnership with integration of the game in a popular TV program will ensure the necessary awarness.

How do you plan to scale your innovation?

- By increasing the marketing and distribution effort progressively. The game can scale to multimillion users easily. Our objective is to reach over 1 million users by 1st quarter 2008

Impact
Provide one sentence describing your impact.

If India is to follow China, Korea and South East Asia, on-line games will be the application that will drive PC penetration and broadband penetration

What impact has your innovation had to date? Exactly who are the beneficiaries of your innovation?

Everyone can benefit as it different game functions drive different agenda such as PC literacy (chat, emails, on-line transactions, teaming, leading, trading, networking...), fitness (dancing pads), and skills like eye-hand coordination, peripheral vision and reaction speed. The launching of this game also help us in establishing a marketing and distribution network for the gaming industry.

How many people have you served directly?

Launching on Saturday October 6th. The beta test phase has already 7,000 users. We are targeting 1Million users by March 2008

How many people have you served indirectly?

This field has not been completed

Please list any other measures reflective of the impact of your innovation

This field has not been completed

What are the main barriers to creating your impact?

This field has not been completed

Sustainability
How is your initiative financed?

Self funded initially. From March 2007 two venture capitalists have also invested: Softbank (largest internet investor in the world from Japan) and IDG ventures (largest US and China Investor in the internet space)

Provide information on your finances and organization: annual budget, annual revenue, number of staff:

• Annual revenue generated:
Just started
• Number of staff (3 boxes: full-time, part-time, volunteers):
50

What is the potential demand for your innovation?

Please view the addtional YouTube videos found here:

<a href="http://www.youtube.com/watch?v=5JIOwWZC2vU" target="_blank">Rajasthan</a>
<a href="http://www.youtube.com/watch?v=HEgn1mqdyHc" target="_blank">Marathi</a>

What are the main barriers to financial sustainability?

The commercial success of the game will be the key. The lack of support from telecommunication companies, the difficulty in trading around India, the lack of legal clarity for the industry, blur regulatory environment and limited legal framework. Corruption

The Story
What is the origin of this innovation? Tell us your story.

After 10 years of music industry (Director at Universal Music Asia Pacific) and 5 years of technology (partner at IBM media and entertainment division) around Asia we decided India was to be our home. Having advised many emerging game companies in Korea and China in the past few years and media companies in India, we noticed there was an opportubity to become an on-line game publisher in India. After building a business plan and getting funding we sourced a game engine from China we licensed and localized for India. The game seemed to be ideal for the Indian market given the popularity of dance and music. After selecting the game the largest challenge was to establish and distribution and collection infrastructure to allow the widespread diffusion of the games and their monetization.

Please provide a personal bio. Note this may be used in Changemakers marketing material

Quentin Staes-Polet, Kreeda’s CEO and Co-founder, was IBM’s Media and Entertainment Practice Leader for Asia Pacific Media and Entertainment. As Asia Pacific head consultant for on-line games, M&E and triple play, he has helped clients across the region set their business strategies. Before joining IBM he also spent 10 years in the music industry across Asia. His experience and knowledge in marketing and sales of consumer goods and online services adds to his passion as an agent of social change

How did you hear about this contest and what is your main incentive to participate? (this is confidential)

Kalpana