PUBG Returns to India
By: Antony Terence
Tags: Features, Gaming, Culture, Digital Life, Technology

PUBG Returns to India

Two months after the game’s ban in India, PUBG Mobile is making a comeback. Citing privacy concerns over its affiliation with China’s Tencent, Indian digital regulators banned the game, stranding 50 million monthly active users across the country. While existing users still had access to their accounts, the game was taken off Android and iOS app storefronts. Over a hundred apps were affected by this ban, ranging from games like PUBG Mobile to services like TikTok and WeChat. PUBG Corporation’s return signifies that India is willing to reconsider things if apps alter how they handle user data. Hopefully, this opens a path for other services to follow suit.

Right after the ban, PUBG Corporation took action. It severed ties with Tencent in such a manner that the latter’s involvement with PUBG Corporation would remain unaffected in other markets. With over 175 million downloads before the ban came into effect, about a quarter of PUBG Mobile’s users were located in India. And while that number doesn’t translate into revenue, it still accounts for millions of dollars in cosmetic in-app purchases. Amidst the backdrop of tensions between the two nations, PUBG Mobile’s attempt is reassuring for developers who want to tap into India’s massive audience.

The iconic helmet-toting survivor perfectly depicts the game’s rise to fame. Source: PUBG Corporation.

Here’s how PUBG Mobile is changing

PUBG Corporation has made the following changes to address the concerns of India’s digital regulators:

PUBG Mobile is now PUBG Mobile India, a familiar game repackaged with some additions tailored to Indian gamers. Instead of the scantily clad protagonist that greets you at the beginning of your PUBG journey, characters start off fully clothed. Blood is replaced with a green liquid and the game now supposedly takes place in a “virtual simulation training ground.” Time limits will also be enforced “to promote healthy gameplay habits for younger players” according to the company. Surprisingly, these very changes are already in effect in the heavily customized Chinese variant of the game. China is PUBG Mobile’s biggest market, having contributed over $1.6 billion from iOS in-app purchases alone so far.

Last week, PUBG Corporation teamed up with Microsoft to move all of its PUBG Mobile data to its Azure platform which already operates in the country across three cloud regions. The firm will also be working with the Redmond giant on a verification process to ensure the safe storage of its players’ personally identifiable information. As for localized servers, PUBG Corporation had already got the ball rolling before the ban.

“… privacy and security of Indian player data being a top priority for PUBG Corporation, the company will conduct regular audits and verifications on the storage systems holding Indian users’ personally identifiable information to reinforce security and ensure that their data is safely managed.” Statement from PUBG Corporation

Its parent firm KRAFTON promises to invest about $100 million in cultivating the local video game ecosystem. This ranges from promoting esports development to employing over 100 workers across the entertainment and IT industries for a new Indian subsidiary to oversee the game. PUBG Corporation’s move is aimed at bringing job opportunities into the Indian market in a time of uncertainty.

PUBG Corporation is also looking to make up lost ground with India-exclusive esports events featuring large prize pools and top-notch tournament production. Fostering India’s growing esports scene is a surefire way to win back the trust of its hardcore gaming community.

Will these measures be enough?

Call of Duty Mobile developer Activision similarly parted ways with Tencent over restrictions placed by the US government, indicating that India isn’t the only country wary of the Chinese conglomerate. While security concerns may force apps out of various app stores, it’s important to note that these apps can still climb back with the right measures in place. A release date hasn’t been shared but it looks like all the pieces are in place for its imminent re-launch onto Indian soil.

If the South Korean developer succeeds in bringing the game to Indian players, it will certainly boost the firm’s revenues significantly. Considering that PUBG Mobile was the highest-grossing game in India before the ban came into effect, PUBG Corporation might just be able to turn things around in the country. In fact, the game has already received over 100,000 Android and iOS pre-registrations in the Tap Tap game sharing community. And with the Facebook and YouTube handles of the game going live, things are looking promising.

Farewell PUBG Mobile. Long live PUBG Mobile India.