In conversation with Anuj Sidharth, MediaTek India
Anuj Sidharth is Deputy Director, Marketing & Communication, MediaTek India. He is a specialist who has spent over 16 years working with some of the most innovative and storied brands worldwide.
Agency Reporter – We are seeing unprecedented rise in the Indian Gaming Industry since the last 3 years and with a complete halt on live games in the last 3 months, people’s interest in eSports has only piqued. Do you think this momentum will last and will give the required push to the gaming industry to reach the billion-dollar club in 2020 itself?
Gaming has, globally, developed into a major industry, offering entertainment, multi-player engagement, as well as career options for serious gamers. The lockdown has further boosted eSports and gaming, as these are some of the entertainment options that can be enjoyed while maintaining social distancing. According to Newzoo Global Games Market Report, globally the video game market is expected to be worth $159 billion in 2020, and the biggest market, in terms of revenue, is Asia-Pacific, consisting of almost 50% of the games market, by value.
We expect the momentum gained by gaming, during the lockdown, to sustain going ahead as people avoid social gatherings and spend a majority of their time indoors. A recent KPMG report on sports gaming in India forecasted that the industry would grow to 118.8 billion rupees or 1.57 billion dollars by 2023. In keeping with this trend, we expect the gaming industry to reach the billion-dollar club in the near future.
AR – More than 2/3rd of online gamer’s access games through budget & value phones and this puts MediaTek in the most advantageous position since almost all your recent gaming chips are for smartphones in this segment. Do you think the fight here is tougher and how is MediaTek faring better in this segment than the obvious competitors like Qualcomm, Exynos and Kirin?
MediaTek creates technology keeping humans in mind. We believe in technology democratisation and our offerings are aimed across price categories. We are greatly focused on gaming and our G series chips were conceptualised with the aim of offering seamless gameplay to all smartphone categories. We intend to make every millisecond matter and deliver incredible and intense gaming experience to avid players.
India is a dynamic smartphone market and our offerings under the G series target a wide range of consumers – from the mainstream or budget, to the mid-tier, and the premium category. While there is strong competition in all the segments, we believe that our chips are designed to offer the best possible experience. Through wide-ranging platform enhancements and the innovative MediaTek HyperEngine Gaming Technology, the entire smartphone is optimised for seamless performance, including intelligent network prediction, rapid gameplay though faster sense response, and stunning picture quality.
Our G series chips feature technologies that not only boost the mobile gaming experience but also let the user enjoy premium camera features, connectivity, and multimedia support along with industry-leading AI performance. We are constantly reinventing our offerings, keeping in mind the evolving needs of our customers.
AR – As a marketer, how are you dealing with cultural barriers holding back the Indian Gaming industry and fighting with notions like gaming being an unproductive way of spending time?
The Indian gaming industry has evolved over time, with people now accepting gaming as a legitimate source of entertainment, recreation, as well as a viable profession. Earlier, gaming was considered an unproductive way of spending time. However, with increased awareness and media acceptance, gaming is now considered a fruitful activity. It helps individuals relax and wind down after a hard day. Gaming also instills values such as teamwork, discipline, and focus, in players. Such positives have helped fight the notion of gaming being a waste of time.
As a chipset company, we promote our gaming-focused chips through media outreach and work in tandem with our OEM partners to promote their gaming-centric smartphones.
AR – Can you take us through your current gaming chipset line up and what’s in store for the coming days? This would be a good opportunity to also talk about the brand’s latest offering, Dimensity 1000 5G chipset.
As the fourth largest global fabless semiconductor company, MediaTek is focused on verticals like 5G, smartphone gaming, and smart homes, and we are consistently striving to create newer and more feature-rich chips. This year, we have already launched MediaTek Helio G70, G80, and G85 gaming chipsets with MediaTek HyperEngine gaming technology and we will soon be launching two more chips under our G series, to reach a wider segment of the audience. The year 2020 will also see many new smartphones, powered by MediaTek Helio G series, being launched in the country.
Under our well-appreciated MediaTek Dimensity 5G SoC series, we have launched two new chips this year – the MediaTek Dimensity 1000+ and the MediaTek Dimensity 820. The MediaTek Dimensity 1000+ chipset is an enhanced 5G-integrated chip with leading technology upgrades for gaming, video, and power-efficiency. It delivers a high-end, premium user experience, integrating an array of top-class innovations in 5G connectivity including carrier aggregation, dual 5G SIM, superfast speeds and MediaTek’s 5G UltraSave power-saving technology. The chip is a benchmark for flagship-grade user experiences in the 5G era and we expect multiple devices powered by Dimensity 1000+ to hit the Indian market soon.
The recently launched Dimensity 820 delivers ultra-fast 5G speeds, and is feature-packed with our latest multimedia, AI, and imaging innovations. Boosted by MediaTek HyperEngine 2.0 gaming enhancements for seamless gameplay, and featuring MediaTek MiraVision for vivid visuals, the Dimensity 820 is a flagship chip from MediaTek.
AR – We are already halfway through the year, and without much action from the ecosystem flag bearers due to Covid19. How do you see the year ending for the Indian Gaming Industry? Do you see India becoming a preferred exporter of GaaS and gaming hardware by 2021?
We at MediaTek see enormous potential in the Indian gaming industry and have been focused on ensuring seamless experiences for gaming enthusiasts. Going ahead, we expect the segment to see robust competition from innovative device-makers and gaming companies as gaming becomes more popular as a passion and a recreational activity,
As an organization, we are intent on solving problems that most gamers face, including slow processing, poor resolution, time lags, or connectivity issues. Our power-packed G Series enables faster processing, high-quality graphics, and seamless experience for the new-age gamers.
Further, with the government’s focus on Make in India, and the favorable business environment, we expect India to transform into a manufacturing and export hub going ahead. With consistent efforts, it is possible for the country to become a preferred exporter of GaaS and gaming hardware in the years ahead.