Battlegrounds Mobile India (BGMI) Doubles Up In Recent Branded Content Efforts

Battlegrounds Mobile India (BGMI) has ramped up its branded content efforts since November. The popular mobile game launched its branded content miniseries titled Double Trouble in Erangel and Battle Beats, a user-generated music contest. 

Earlier in November, BGMI rolled out eight episodes of Double Trouble in Erangel on their official YouTube channel. The series of mini romcom webisodes was created by Rusk Studios. It traces the budding romantic relationship of BGMI players Nikhil and Siddhi, whose relationship is thrown into disarray when Siddhi’s sister, Riddhi, develops feelings for Nikhil. While tackling this thorny connundrum, the duo also has to gear up for an upcoming BGMI tournament. Meanwhile, Battle Beats, is a music-based contest seeking user-generated content (UCG) of their original tunes or remixes of Jeeto, the catchy official rap anthem BGMI had created specifically for this campaign.

The rap—paying homage to BMGI lingo— was written by 1080G and performed by popular singer Benny Dayal. The music video directed by Altray also features cameos from influential gaming influencers 8Bit Thug, Dynamo, Kaashvi, Mavi, Clutchgod and Shadow.    

According to ASN data, mobile gaming platforms have invested US$106.4m in the Asian sponsorship market since Q121.  PUBG Mobile—the predecessor of BMGI— has a 2.8% share, spending US$3m, but it has been quiet in the market since Q422, and the current outlay in India’s branded content scene is move in the right direction.