MUMBAI: India is fast catching on to the 'online gaming' fever that has swept other parts of the world. Level Up, which positions itself as India's only publisher of online games is looking to give a further advance community-based gaming.

Level Up has announced tie-ups with over 1500 gaming cafes to promote community-based online gaming across the country. It also unveiled a communication campaign to create awareness about the social aspects of online gaming and grow the online gaming market.

Speaking about the popularity of online gaming Level-Up MD Venkat Mallik said, "The social aspect of online gaming is the reason for its popularity globally. Online games are virtual communities, where players can create an Avatar and make friends with other players from different parts of the country. The community spirit of these games keeps the excitement alive."

As broadband penetration increases, a larger proportion of Indian youth are slipping into 'virtual personalities'. This means making online friends in virtual worlds and looking towards online gaming as an avenue for entertainment.

Mallik adds, "In India, we see Internet-cafés transforming into gaming cafes. We have entered into partnerships with all leading Internet-cafe chains in the country. We are already witnessing a number of café owners looking towards gaming as a major revenue earner. Player meets at cafes are another critical element for extending the community experience outside the game."

Level Up also is looking to educate its target users the youth about the experience that online game environments provide. Currently, the company is creating awareness about online gaming through its game Ragnarok Online. It is positioning the game as 'The Other World'.