Online gaming portal Zapak.com is eyeing the content partnership or syndication route to expand and diversify its user base and revenue from its casual games.
The website has recently tied up with the news portal, NDTV.com, to empower its games section, called NDTV Games. The section will host about 25 games provided by Zapak.com, which will be refreshed and changed on a continuous basis.
Rohit Sharma, COO, Zapak.com, said, “We want to expand our user base beyond the users who are in the age group of 10-25 years. NDTV.com offers us this opportunity as it gets a lot of traffic from the age group above 25 years, who access the Internet from office.”
Zapak.com receives about 3.5 million unique visitors per month and about 60 per cent of its traffic belongs to the age group of 10-25 years.
This is not the first time that Zapak.com has undergone a content partnership deal. Earlier, the gaming portal has tied up with Cricbuzz.com and Glamsham.com to power the gaming sections of both the websites.
The company also plans to establish content partnerships with seven-eight portals across social networking, news and entertainment domains. Sharma reveals, “We have a target to get 15-20 per cent of our total traffic from our content partner sites in the next six to eight months.”
The content sharing deals of Zapak.com are usually based on advertising revenue share arrangement, which on an average varies from 50-60 per cent.
However, according to the arrangement with NDTV.com, Zapak.com will get only 30 per cent of the advertising revenue. Speaking about the partnership, Sharma said, “The remaining 70 per cent ad revenue will go to NDTV.com as it will be responsible for monetising and getting the advertisers for the games posted on NDTV Games,”.