Just when it was becoming common for Bollywood films to launch video games as extensions of their promotional activities, now TV shows are following the same trend. Imagine TV’s Ratan Ka Rishta now has an official mobile phone video game to its credit. Surprisingly, this news comes after Shah Rukh Khan recently announced plans to launch a RA.One video game to market his superhero film.
“The Swayamvar series has an interesting appeal and connect with the audience. Also, a large portion of the gaming audience consists of men. With this game, we see there is an opportunity to develop something for women too,” says Samir Bangara, COO, UTV Indiagames, the producer of the game.
The game is available for download on various handsets within a range of Rs 50-99. Following the show’s concept, players have to pass various challenges to reach the final, where they stand a chance to win Ratan’s fictional hand in marriage by solving puzzles and testing their aiming abilities. Surprisingly, the game’s downloads haven’t been restricted to one part of the country. “We suspected several downloads from the north, west and central India, but there has been fairly healthy interest from the south as well,” adds Bangara.
The five rounds of the show are called Swayamvar ka joda, Dil pe nishana, Maha shakti, Ring golmaal and Shaadi malaamal. In level one, the contestant’s dressing speed is judged. In two, the closest aim for Ratan’s heart wins. In three, the one who hits the target with maximum strength is victorious and level four is a puzzle format. The last part requires the player to garland a disappearing image of the bride.