It is Dhoom 3 season already. As a precursor to the launch of the third installment of one of India's most popular movie franchises, Yash Raj Films (YRF) has tied up with Microsoft to bring a game, developed by 99Games Online Private Limited, exclusively to the Windows Phone store.
The game will be available on other platforms only after four weeks while the movie is slated for release on December 20.
Vineet Durani Director, Microsoft India's Windows Phone Business Group, told Business Today that the game will be available on all Windows Phone devices and have the same experience. "We were very keen on getting Indian content as our audience does not connect well with some of the global hits," he added.
The endless 3D racing game, which feels a bit like Asphalt 8, is set in Chicago where the movie has been shot.
"The player will be Aamir Khan's character in the movie and is being chased by cops Abhishek Bachchan and Uday Chopra," said Rohith Bhat, managing director of 99Games, which is a publishing platform of his very successful Robosoft Games.
He said the game took about six months to complete and had 18 people working on it. "If we made it for someone else it would have cost us around Rs 50,00,000," Bhat said. Senior producer Silpa R Bhat added that they already have a six-month roadmap in place for the game.
The game is the first mobile game developed by 99Games for YRF after they signed a multi-year, multi-title licensing agreement for developing and publishing mobile games based on the Dhoom franchise.
Rohit Sobti, Vice President of Licensing & Merchandising at Yash Raj Films said they were looking at gaming as one of the revenue models for the Dhoom franchise. "Fashion is another area we are looking at as Bollywood still sets the trends in India," he said, adding that animation, lifestyle and other branding on this and other YRF properties are also on the anvil.
On November 10, Microsoft and Dhoom 3 are also partnering to launch a nationwide Windows Phone Dhoom 3 contest for college students. The winner gets to meet Aamir Khan in person.