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Bollywood Goes Mobile

According to Rajesh Sawhney, head of Reliance Entertainment, a division of India's biggest business house, "The Indian market is poised for a gaming explosion."

A study by international accounting and consultancy firm PricewaterhouseCoopers has revealed that only 40% of Bollywood's film industry takings are box office generated, leaving a massive market share that mobile phone game developers are eager to exploit.

While lagging behind Bollywood related music, DVD and mobile ring-tone sales, Indian game developers are franticly attempting to tie down Bollywood stars to videogames contracts, according to a report on The Times of India's website.

In a country where mobile phones outnumber personal computers by more than ten to one, Bollywood's games industry is estimated to be worth around $2.2 million.

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