A gaming site’s one thing you just cant let go off, no matter what. And talking about Zapak!-  Zapak.com is a privately-held, online gaming portal, with browser games, promoted by the Anil Dhirubhai Ambani Group’s subsidiary company Reliance Big Entertainment which was launched in 2006. Like the company name says Big Entertainment, the website has left no stone unturned to achieve that feat.

After Miniclip.com, Zapak is considered to be the largest online casual gaming website in India. It’s host to more than 600 games, and also believes in a policy of adding a new game everyday. Therefore there is a never ending count on the addition of games. According to Indian gaming statistics, India is home to 2.8 million gamers. 72% of the gamers are from the higher strata and 80% belong to the 8 top metros. Zapak apparently is a highly visited site, which at present has over 6 million registered users and more then 60 million visitors, with an estimated potential of 20 million registered users by 2010.

Through advergaming and advertising Zapak has been able to pull in revenue as well. The gaming site has created advergames for Titan fast track, Ponds, LIC, Mc Donalds, Cadbury and Jhonny Players in the past. News site NDTV has launched a subsite which is a gaming portal (NDTVgames.Zapak.com) and which is again powered by Reliance Big Entertainment gaming company Zapak.com. The other gaming subsites which are powered by Zapak belong to Glamsham and Cricbuzz. NDTVgames.Zapak.com’s appearance is very similar to Zapak.com and there are five categories of games to be engaged in, namely action, strategy, puzzles, racing and sports.

Now coming to think of it, such partnerships not only increase the reach of Zapak games but the advertisements that flash before the game help create brand identity and brand image. Now, that’s what we call good gaming!

And recently, it seems that Zapak has developed a knack of letting hearts play as well! With its new subsite for teenagers in partnership with dating site Fropper, Zapak is all ready to hit the score.

About Fropper: Fropper is owned by the People Interactive group, which also runs Shaadi.com and Makaan.com. Needles saying, Fropper’s gaming section also happens to be powered by Zapak.

So, where else has Zapak been gaming?
Social networking site Desimartini.com by HT Media’s digital media subsidiary Firefly Ventures appears to be the latest portal to partner with Reliance ADAG Company Zapak to power its gaming section. Facebook also has an application which mentions about Zapak. On Orkut, it has four open social applications – Royal Challenge Quick Cricket, Zapak Multiplayer, Photo Battles and a dart game called Friendzy. They have also been able to lap up Hollywood films such as Transformers for a multiplayer racing game called Crazy Kart and Wanted. Quite a chess Zapak’s playing!

Last but not the least, Zapak has also recently tied up with Vayersoft, a Ukraine based , developers of a multiplayer game for children – Chobots which Zapak plans to host in India. It has been launched last month and is available at Zapak Kids. Targeted at families, Zapak Kids apparently contributes 25% of the traffic on Zapak.com.

No wonder, Zapak has been able to capture the limelight in a very short time, and have left no stone unturned to make their presence felt, from 8 to 35, including the corporate sector.

Too much success as it may seem, all one can wonder about is what is Zapak’s own gaming strategy!