Garena is relaunching Free Fireplace in India, a yr and a half after the favored cellular title was banned within the South Asian market over nationwide safety considerations.
The agency, owned by South Asian large Sea, mentioned it has partnered with Yotta, managed by native large Hiranandani, for cloud and different storage wants of native customers’ information within the nation. It has additionally appointed Indian cricket legend Mahendra Singh Dhoni as its model ambassador within the nation.
The corporate mentioned it has additional localized Free Fireplace for the Indian market — incorporating “distinctive content material” and creating an atmosphere that “encourage(s) a protected, wholesome and enjoyable gameplay expertise” — and can make the title out there within the nation on September 5. Free Fireplace India customers shall be inspired to take breaks after sure intervals, the corporate mentioned.
Earlier than it was banned, Free Fireplace loved vital reputation in India with round 40 million month-to-month energetic customers. It was a detailed competitor to Krafton’s PUBG and BGMI, that are additionally immensely well-liked within the nation. India’s ban on Free Fireplace instantly wiped $16 billion off Sea’s market cap final yr.
“We sit up for offering an enticing and extremely localised expertise for Indian customers,” mentioned Gang Ye, Co-founder of Garena, in an announcement. “We consider our partnership with Yotta will be sure that our customers can benefit from the highest high quality gameplay expertise and profit from Yotta’s experience in defending and securing Indian consumer information.”
Information and picture: HSBC. Analysis: Sensor Tower, HSBC
Garena’s transfer follows Krafton securing a re-entry of BGMI in India on a trial foundation. Final yr, Sea additionally quietly tried to launch its e-commerce platform Shopee in India however ceased the initiative weeks after the ban on Free Fireplace.
Business executives say that Garena nonetheless wants to alter its tack within the nation and may try and mirror Krafton technique by investing in native corporations.
“We nonetheless consider that Sea must current a extra vocal id for its India enterprise, and for that, it wants to rent a longtime CEO,” AllianceBernstein analysts wrote final yr. “That is required to deliver an id to its Indian enterprise, reasonably than being operated from the area.”
Sea didn’t reply to requests for touch upon Wednesday. India’s Ministry of Electronics and IT hasn’t commented on Free Fireplace’s return.
“Garena’s launch of Free Fireplace India and dedication to localising and growing the esports ecosystem regionally is testomony to the vibrancy of the cellular video games and esports house in India, and to India’s potential for international management on this space,” mentioned H.E. Simon Wong, Excessive Commissioner of Singapore to India, at an occasion Thursday. “I sit up for higher partnerships within the digital media, leisure and esports fields between India and Singapore.”