PUBG’s South Korean publisher Crafton: Battlegrounds, preparing to score their India’s game with new investment and long -term plans to create another blockbuster title. The company has decided to pump the Indian market for at least $ 50 million every year along with scouting for possible acquisitions, as it is now aimed at changing its attention from slow growing areas such as China and the United States.

Thanks to the popularity of PUBG Mobile and its local version, Battleground Mobile India (BGMI), India has emerged continuously as one of the top five markets of Crafton worldwide. The company now sees the country as central for its next phase of development, especially Chinese rivals face obstacles after New Delhi’s sanctions on apps related to Beijing.

In an interview with the Financial Times, the chief of Crafton’s India Operations, Sohan, admitted that PUBG’s success would be difficult to copy, but remains the priority of the company. Sohan said, “It is not easy to come with a big hit again like a battleground,” Sohan said. “But developing another hit game is our important challenge.”

India’s gaming market is expanding rapidly, although it is smaller in value than the global benchmark. Market researchers Nico Partners estimate that the country had 444 million gamers last year, which was 12 percent above the previous year. Nevertheless, the overall market is a part of South Korea’s gaming industry, which costs $ 14.4 billion.

Sohan explained that consumer behavior in India is a challenge and an opportunity. “India is a difficult market. Users are not so receptive to new sports and are reluctant to spend more on sports,” he said. “But they show strong loyalty once to enjoy a game.”

Crafton’s push comes at a time when the local gaming ecosystem is undergoing a large shake-up. The government has recently banned all real-mani online games, whether it is based on chance or skill, in which prominent players like Dream 11, MPL, Winzo and Pokrabiji were forced to stop operations in their main businesses. While the ban has disrupted the region, Crafton’s free-to-play titles are unaffected, giving the company more space to grow.

The youth of India adds to demographic attraction. With 65 percent of the 1.4 billion population under the age of 35, the country represents one of the world’s largest gaming audiences. For Crafton, this means both the challenge of mudification and the opportunity to create a long -term brand loyalty.