As part of its "Indianization" initiative, Mauj Telecom has launched mobile games in Hindi and 7 regional languages including Marathi, Gujarati, Bengali, Tamil, Malayalam, Telugu and Urdu. The move is targeted at regional audiences, as only 3 to 5 percent of the populace is familiar with English.

The 3 games developed by Mauj - "Mastibhari Udaan," "Saahas Ka Yudh," and "Jaanbaaz" are aimed at making mobile game play easier for mobile users in B and C towns.

B and C towns are found to drive a large portion of the growth in value-added services for the mobile industry. In such towns, mobile entertainment cost is almost considered as mainstream entertainment, because of the lack of an alternative. Mauj has hence launched a new effort in the value-added services sector, dubbed "Indianization".

Speaking about the initiative, Arun Gupta, chief operating officer, Mauj Telecom, said, "Only 3 to 5 percent of the Indian population is conversant in English, but all mobile gaming currently is still only in this language. By offering our games in eight different languages, we have now taken a giant leap to connect to the real India."

"Analysts estimate that the local language content market in mobiles will grow at a staggering rate, and Mauj is leading the charge to further boost this growing segment," Gupta said.

For Mauj the key criterion in developing the games has been ease-of-use while playing, right from the introductory menu - through the help section - to the technical detailing. Approximately, 30 translators and 20 technicians have helped Mauj achieve this goal.

The games are available on wap.mauj.com and via SMS (7007) to Idea, Hutch, Spice, BSNL and MTNL. Games in all 8 languages are available on all Nokia, Samsung, Sony Ericsson, and Motorola handsets.