Airtel rolls out games-on-demand service

Bharti Airtel has launched games-on-demand service on its broadband network, aimed at the growing market for online games in the country. Users can play games online through the Airtel broadband consumer portal for Rs 199 a month.

The company expects that it will help increase its broadband subscribers from the current figure of 35,000 but did not divulge details.

The country's online gaming industry is expected to be around $4 million but is expected to grow to $200 million in four years.

"Popularity of online gaming is growing fast in India. In the US, it is bigger than the Hollywood and music industry," Akshay Kumar, chief marketing officer, Airtel broadband and telephone Services said.

"We are launching 50 games which will be increased to 300 by the end of next year. The games are will interest both the first timers and hardcore gamers and we are targeting users between age group of 14-35 years," Kumar said.