Playwin plans expansion to attract middle class

Mumbai, Aug 24 (UNI) The country's leading online gamming company Playwin is gearing itself as the Rs 25,000 crore regulated industry is witnessing a perceptible consumer shift from paper lottery to the online version.

Since its launch in 2002, the company has attracted the lower-income group to its online game. The segment now makes up 80 per cent of its customers. But success still eludes the company in attracting its primary target group -- the A and B class income group capable of generating huge revenues, and who could give the game more publicity and legitimacy. ''The middle-class is also the segment that aspires for better things. They have a wider perspective of life and lifestyle and also want it for themselves,'' Arun Sinha, chief executive officer and managing director, Pan India Network Infravest, which owns the brand told UNI.

''The main problem with the middle and upper-middle class has been lack of exposure and facilities. The ambience of the existing outlets frequented by the lower-income group is also not conducive for many of our target groups,'' he said.

To mobilize the dormant market, Playwin has plans to open a host of exclusive outlets in the large metros to offer their ''Lotto'' and ''Jackpot'' games. It will also promote its online gaming site, which already has 2,50,000 registered users and an annual turnover of Rs 25 crore.

The company's strategy to market the game as a lifestyle and entertainment activity among the elite, since its launch in 2002, now shows signs of bearing fruits.

''Gaming is becoming a regular activity among white collared workers as they discover how safe and transparent the whole game is. We also offer the flexibility of letting the customer choose their numbers,'' Mr Sinha explained.

A 20,000 sq ft casino in Goa is on the cards, which would not only attract the domestic customers but the well-heeled international players from their usual haunts of Macau, Thailand and Nepal. The company wants the A and B class to perceive the game more as an entertainment, and less as gambling.

To consolidate itself among existing consumer base, which earn the Playwin Rs 3,000 crores, the company will increase its number of outlets from its current strength of 12,000.

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