The country’s second largest private wired broadband player ACT on Wednesday launched two special tariff plans for gamers offering high-speed internet experience starting ₹500 a month.
With the new gaming pack subscription for customers, the company has now forayed into the growing Indian gaming industry. It has also teamed up with Cyprus based gaming giant Wargaming as strategic partner in India launch the World of Warship title here, the Bengaluru-based company said.
This marks a strategic shift in the company’s strategy from just selling an internet connection. Home broadband operators, who had so far relied on selling internet connections by pulling the duct till your home, are now eyeing a bigger slice of the pie by morphing into integrated content and services platforms with consumers demanding more value for their money.
The foray into gaming subscription for ACT comes after it launched the ‘ACT Stream TV 4K’ across top metros in August to offer consumers movies, TV shows, sports, music videos, and live TV from existing on-demand streaming providers and TV channels. Customers can pay for their subscription directly as part of the ACT Fibernet monthly bill.
Operators now believe that this can help them increase customer stickiness through offerings such as gaming and smart home experiences. The home broadband operators could provide these through partnerships and by ultimately becoming an integrated platform to meet the digital needs of consumers.
ACT’s gaming pack is a subscription service for gamers in two variants – A-Game Basic ( ₹500 monthly) and A Game Ultra (6-month variant For ₹2,000).
Users can improve their plan speed on demand through their “SpeedBoost" feature to 300 Mbps in instantly that will enable downloading large gaming updates or multiplayer gaming. They will also get additional data of 200 GB/month on A-Game Basic pack and 1,800 GB added one-time with a validity of six months for A-Game Ultra pack.
In fact, the company is also tying up with gaming publishers to offer special in-game benefits such as faster level ups, performance boosts, access to higher skill levels, discounted purchases from publishers upon signing up via the gaming pack, ACT said.
“With the gaming industry in India now beginning to grow we believe our proposition of a gaming pack puts together in one place what the customer wants – speeds, data, low pings, in game benefits and offers will meet the needs of gamers and enable a delightful gaming experience," Ravi Karthik, Head of Marketing, Atria Convergence Technologies Ltd said.
As of June-end, India had only 18.42 million wired broadband users against 575.63 million wireless broadband subscribers, according to data from Telecom Regulatory Authority of India.
The largest private operator in the wired broadband market is Bharti Airtel, which has 2.40 million users, followed by ACT with 1.45 million users. Jio is yet to declare its subscriber numbers for wired broadband.