Free Fire is a battle royale video game released by a Singaporean video games developer named Garena in the year 2017. The game was published for both Android and iOS users, and it quickly gained massive popularity all over the world. By the year 2024, Free Fire had over 100 million users.
Free Fire had around 40 million active users in India when it was banned in the year 2022 by the Government of India. However, Free Fire India was announced in August 2023. It is reportedly customised for the Indian audience and has multiple features like enhanced data security, Indian-themed maps, parental controls and more. Initially slated to release in September 2023, certain issues led to its postponement. Free Fire India is expected to release in 2025.
Brand Ambassador of Free Fire
Brand ambassador of Free Fire India is former captain of the Indian cricket team, Mahendra Singh Dhoni. The same was announced in August 2023. The former cricketer also appears in the game as a character named Thala, alongside other sporting icons of India. Dhoni’s association imparts credibility to the brand and gives a boost to its image. Moreover, Dhoni’s huge fan base in India, cutting across regions and demographics, helps Free Fire in tapping into a large audience.
MSD’s inclusion in Free Fire India as a playable character is generating huge interest in the gaming community, ahead of the game’s release in 2025. The former cricketer’s impact is clearly evident by the huge number of pre-registrations for Free Fire India on Google Play Store. As per experts of the gaming industry, the nature of the gameplay of Free Fire India is perfectly aligned with Dhoni’s strategic mindset.
Garena is also trying to regain its credibility in the Indian market with the launch of Free Fire India. To this end, Dhoni’s reputation act as a force multiplier for the brand.
