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(formerly known as Indian Market Research Bureau or IMRB), the high customs duty, about 25%, not only makes
games out of reach for the majority of consumers, but also encourages the grey market as it is able to sell gaming
"Like with any content business, piracy is a key problem area that affects the growth of the Indian gaming industry.
While it seriously restricts the sales of many international game franchises, it completely jeopardises the possibility of
the Indian game development industry which may be interested in creating Indian intellectual property (IP) content,
with dependence on a captive audience in India for initial success," said Atindriya Bose, country manager,
The Internet is the driving force behind the gaming market in India. Gamers constitute 41.2% of the total active
The population of gamers is also on the rise and this is attributed to the rapidly rising number of mobile subscriptions
in India and high-profile launches of the Microsoft Xbox 360 and Sony's PlayStation (PS) 3 in the country. The report
said that by 2010, it expects the gaming industry to generate revenues of Rs575 crore from consoles and Rs812
accounting for almost 50% of the total gamers in India. Many of these students are unable to afford high-priced
games and often tend to get them duplicated from friends. This is a major reason for piracy in India.
Sudeep Shukla, who runs a gaming blog, said, "As games are initially released in the US and other foreign countries
and are not released in India, pirates are easily able to create pirated CDs and sell them in the country.” The gaming
industry needs to price its games at a lower cost and launch its products as early as possible in order to curb piracy,
he added.
Again, the buyer may face problems if he wants to turn in a game CD for replacement from an authorised dealer. In
the gray market, however, you get replacement of any faulty CD, without any question and within minutes, said Mr
Shukla.
Prices of new game titles are usually very high in India compared with other countries due to a variety of reasons,
including high taxes and duty. Dealers often sell old game titles at a discounted price, which disappoints earlier
buyers as they may have paid a higher price for the same.
"While making prices more accessible for DVDs may help, it needs to be done with a business perspective. Piracy
control needs a dual approach of making products more accessible and acceptable to end consumers, along with
using regular steps against people indulging in selling of pirated products," said Mr Bose.
Earlier, while speaking at a Confederation of Indian Industry (CII) conference in Panaji, Harish Dayani, chief
executive, Moser Baer India, had said that film piracy industry in India is worth Rs1,500 crore and its profits are being
“The rate for each pirated DVD is Rs25 and the cost of a raw DVD is a mere Rs11 to Rs12. Imagine the profits they
are reaping in,” Mr Dayani said, adding that Moser Baer was forced to come up with a 'revolutionary pricing strategy'
Moser Baer has been selling CDs/DVDs of popular Hindi movies at very cheap rates or for just a few rupees more
than the prices of pirated ones. A blogger picked up a legal copy of a movie and compared it to its pirated version. He
said, "At Rs34, the price (of an original DVD title) is the real killer. This price cannot be beaten. Why buy pirated stuff
anymore?"
"You will not be tempted to buy pirated copies as you can never be assured of the quality of pirated movies," added
another blogger.
The same low pricing method can be applied for game titles as well. "They (the gaming industry) need to take the
approach like that of the film industry where Moser Baer has joined hands with film producers to sell cheaper DVDs