Nazara invests undisclosed amount in vernacular social contesting platform

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MUMBAI: Nazara Technologies has invested an undisclosed amount in Bakbuck, a vernacular social contesting platform operated by Khichadi Technologies. Currently available in Hindi, Bakbuck plans to expand to 10 more Indian languages soon.

Bakbuck uses technology and immersive user interface transforming popular traditional Indian games like ‘Antakshari’, ‘Saanp Seedhi’ and ‘Tol mol ke Bol’ amongst others, into online contests that users can play anytime, with anyone.

Bakbuck offers Indian women all over the country a safe and social platform to compete and participate in knowledge/skill based social contests and ultra-casual Indian games. This entire experience gives them the thrill and joy of learning, winning, and the much desired recognition in the digital world.

Additionally, winners get the opportunity to claim gifts of their choice or donate for a noble cause on the app itself in exchange of points earned via different gameplay.

Bakbuck launched in August 2018 by Abhinay Jain (CEO) along with co-Founder’s Shashank Kakrecha (CTO) and Rohit Naidu (CXO) has registered 5x User-base growth in the past few months with high user stickiness on the platform. Bakbuck differentiates itself from other content platforms with its focused social contesting offering and diverse user base consisting of more than 70% females from non-metro cities.

Nazara Technologies CEO Manish Agarwal stated, “Nazara has successfully built a very strong network of younger audience through its investments and offerings in sports based mobile games, and is now looking at building the largest and most secure platform for virtual kitty parties where housewives can interact with each other freely and securely and enjoy a multitude of entertainment options. Bakbuck will help aggregate millions of Indian women on a common platform.”

Bakbuck CEO Abhinay Jain added, “Coming from a small town myself, I could see how smartphones and data adoption has altered the way content is consumed by users, particularly housewives in small towns. Users are now looking for a more interactive, social and instant form of engagement on their mobile phones. This inspired us to start Bakbuck. Bakbuck shall use these funds to enhance product development, acquire new users and build a strong community of women while delivering unique gaming and social contesting experiences.”

Nazara Technologies has been actively pursuing opportunities in different verticals of gaming that cater to both genders in all demographics. Nazara has invested in mobile gaming companies such as Mastermind Sports Limited, Moonglabs Technologies Private Limited and HalaPlay Technologies.

Nazara has taken a majority stake in Next Wave Multimedia Private Limited and NODWIN Gaming last year and offers gaming subscription services in over 61 countries globally including, Africa, Middle East, South East Asia and the Indian Sub-continent.


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