In the ever-evolving landscape of telecommunications, Value Added Services (VAS) have emerged as a cornerstone in redefining the industry’s dynamics.
Let’s delve into the journey of VAS, exploring its evolution in the face of an increasingly digital landscape and its pivotal role in shaping the future of the gaming industry.
The transformation of VAS
VAS, as implied by its name, encompasses a myriad of supplementary products and services that extend beyond the core offerings. Consequently, these serve as both revenue generators and drivers of brand loyalty. For instance, telecommunication companies are monetizing content-based VAS through their gaming, video, and music streaming platforms. This creates new revenue streams while also strengthening customer loyalty by delivering valuable experiences. However, the dominance of internet data is reshaping the realm of mobile services, making the traditional concept of VAS outdated. With the traditional VAS being less efficient which has been proven with the decline of 8% voicemail usage in 2012 alone, Telcos, previously focused on offering ringtones and screensavers, now face a transformed ecosystem driven by internet usage and advanced mobile technology.
Along with the growing digital engagement, this has also allowed significant progress in the gaming industry. The mobile gaming industry has experienced a remarkable journey, evolving from its origins in value-added services to its status as a major economic force. Starting with revenues reaching $12 billion in 2012, the industry is now poised to surpass the $100 billion mark in 2021. The industry drives this expansion by engaging a broad audience, especially young adults. They represent a significant portion of the current demographic landscape. Moreover, gaming continues to transcend traditional boundaries and intertwines with other sectors such as entertainment, education, and social networking. Consequently, telcos can position themselves as enablers of this convergence.
The present realm of gaming VAS
With the pertaining growth of mobile gaming, Forest Interactive developed an array of game-related value-added services (VAS). Operating in over 30 countries and serving more than 90 mobile operators, they have developed a series of gaming VAS. One of its flagship platforms, Gamespace, features a collection of over 200 HTML5 games optimized for seamless play across both mobile devices and desktop computers. This empowers telecommunications companies to diversify their revenue streams by monetizing their existing subscriber base. The variety of games available on Gamespace contributes to heightened user retention. This is because of their interactive and engaging nature, catering to their 30 million existing active users worldwide.
Similarly, Gamevalley, a personalized gaming application featuring a vast selection of top-tier Android games, was developed. This platform spans various categories such as casual, arcade, and simulation. Not only do they cater to the growing digital realm, but they also accommodate to the growing android users which have accounted 70% of the smartphone operating system market in 2022. Gamevalley offers mobile operators a significant chance to boost traffic and enhance customer loyalty among potential mobile subscribers through mobile subscription services.
The future of VAS and Gaming Industry
The rapid growth of the gaming industry is reshaping the future landscape of telecommunications. This promises a dynamic evolution for gaming and value-added services (VAS). Furthermore, as the mobile gaming sector continues to expand, telecom companies have a significant opportunity. They can utilize gaming as a primary driver for revenue growth and enhanced customer engagement. By adopting innovative VAS strategies specifically designed for the gaming market, they can tap into this flourishing industry and meet the changing preferences of their subscribers.. Embracing this transformative shift and actively participating in shaping the future of gaming unlocks fresh avenues for growth and differentiation.
