Deepika Padukone in a new role, will be a playable character in Krafton's BGMI game

Krafton has struck one-year exclusive collaboration with Deepika Padukone as the brand ambassador of BGMI

Bollywood superstar Deepika Padukone will soon be a playable character in Battlegrounds Mobile India (BGMI), the popular battle royale title from South Korean gaming giant Krafton.

This announcement is part of Krafton's one-year exclusive collaboration with the actor as the brand ambassador of BGMI. As part of this tie-up, BGMI will offer two distinct character skins representing Padukone's iconic style and persona, it said in a statement.

"Gaming has become a cultural phenomenon in India, and I'm excited to connect with the incredible energy of the gaming community. It's an honour to be a part of something so dynamic and engaging. I look forward to seeing how my fans react to the in-game avatar and exclusive items," Padukone said in a statement.

The move marks the firm's latest attempt to further localise BGMI in India, aiming to attract more players and establish a stronger presence in the country's gaming community.

"This collaboration is an endeavour to push boundaries and deliver fresh experiences for BGMI fans. By bringing together the worlds of gaming and entertainment with the biggest star Deepika Padukone at its forefront, we aim to create a truly immersive and engaging world within BGMI," Krafton India CEO Sean Hyunil Sohn said.

The development follows similar collaborations with celebrities such as Bollywood superstar Ranveer Singh, who is also Padukone's husband, cricketer Hardik Pandya and the popular IPL cricket team Mumbai Indians.

Krafton has been actively deepening its presence in India over the past couple of years, aiming to capitalise on the country's growing potential as a global gaming hub. BGMI is among India's top grossing mobile applications across Google Play Store and Apple App Store.

In August 2023, Krafton pledged to invest $150 million in Indian gaming and interactive entertainment startups over the next two to three years. This brings its total commitment to the Indian market to about $290 million, making it one of the most prolific strategic investors in the country in recent years.

The company has also launched a gaming incubator, Krafton India Gaming Incubator, aimed at boosting game development in the country. The incubator has selected four startups as part of its inaugural cohort.

Krafton has also released several games in the India market in recent years. This includes Bullet Echo India, Garuda Saga, Road To Valor: Empires, and Defense Darby, besides the flagship title BGMI.