GreedyGame: Leveraging Online-Gaming for Brand Storytelling

Founded in 2015, GreedyGame Media Pvt. Ltd. (GreedyGame) had a mission to develop culturally relevant gaming content into which ads could be seamlessly integrated so as not to compromise the user experience. Through this approach, organizations would also be able to target their users more sharply. The market looked promising, and the opportunity was ample, but gaming as an industry was still new to India, especially for its inclusion in business. There were many challenges from both the gaming side and the advertising side. GreedyGame had to find the right business model to create an ecosystem with cost-sharing between multiple stakeholders and to expand revenue streams beyond advertisers. In 2017, the company’s co-founders wondered what their go-to-market strategy should be. Should they raise funds and continue on the same path they had been on, or should they look to find new collaborators and partners?