London, August 6 (ANI): Indian media and entertainment company UTV is all set to release an action game called El Shaddai, inspired by the Book of Enoch this year, in a bid to become a global player in the video games market.
The company has invested 75 million pounds (5.5 billion rupees) in three game titles, the BBC states.
"In India, we are already the number one movie studio in the country and we have five genre specific television channels too. We were looking where we could drive content and the creation of intellectual property (IP) content, because that is where we believe maximum wealth can be derived," Ronnie Screwvala, chairman of UTV Group said.
He also said that despite rapid advances in India's infrastructure, education and training it still has little in the way of internal game development for consoles.
"This was due, in part, to a lack of cultural history in video gaming. India has yet to get into the cultural habit of video gaming," Screwvala added.
However, Piers Harding-Rolls, an analyst with Screen Digest, called it a "tough market" to launch new brands.
"There's less money being spent on games compared to last year, but games are still selling and its a substantial market, albeit declined slightly year on year," he said. (ANI)