Ra One The Game

In July, Red Chillies Entertainment declared a tie-up with Sony Computer Entertainment Europe (SCEE) to build a full cycle game of the film on PlayStation. Released on October 5 at an event in Mumbai, "Ra.One - The Game" offers more than 20 game environments, features original voice-overs from the actors and is available on PS2 and PS3; the former being available for the Indian market and the latter for the international market. The project boasts of a series of firsts: a first full cycle BluRay PS3 game developed with an Indian developer; first console game to be dubbed by a leading Bollywood actor and also the first Bollywood title to appear as a full cycle PlayStation game. On October 14, a gaming tournament titled "The Ra.One Nvidia GeForce lan" was held in Mumbai. The event, which hosted over 1000 gamers competing against each other, featured several popular games such as "FIFA", "Counter-Strike" and "Call of Duty", and was telecast live on YouTube, showcasing digital innovation by means of live interactive contests, puzzles etc.

In addition to launching the video game, Red Chillies also collaborated with UTV Indiagames to design a social game based on the film named the Ra.One Genesis. The game reached the No. 1 position on the iTunes store within 24 hours of its launch, becoming the first ever Bollywood movie app to be top-featured on iPhone and iPad. An investment of around 4.5 crore (US$1 million), the storyline of the game is not borrowed from or similar to that of the movie though it is based on the character of G.One. The game was launched across platforms like mobiles, tablet PCs, the direct-to-home platform and social networking sites like Facebook. According to the company's digital and new media head Shailja Gupta, the idea behind the digital marketing is to create a franchisee for Ra.One. She explained, "Social gaming is just one part of the digit marketing strategy. The unique part of the social game is the integration of merchandise and gaming."