Hike, an Indian internet company has introduced a new product called HikeLand which is the first-ever virtual world accessible on mobile using its messaging platform – Hike.
HikeLand is basically targetting users of the age group of 17-22 years, allowing them to hang out with their friends virtually and watch videos together while interacting over a voice-led experience.
“Our earlier plan to build a super app but when the market changed, the constraints we were building for went away. Now a virtual community is needed. Today, the social experiences are built for a personal computer, not phone,” Mittal told ET. “Messaging as a category is done. The virtual world is a brand-new category.”
HikeLand will basically offer two virtual experiences, Home and Big Screen. In ‘Home’ virtual world, users will get their own personal space where they can chat with their friends while watching their favorite videos together via YouTube. Users can also customize their home decor, and no one can enter their virtual homes without the user’s invitation.
On the other hand, the ‘Big Screen’ virtual world will allow users to watch their favorite shows, hang out, watch videos with other people, find out more about who they are watching this content with through their profiles, and message them.
“We have seen the usage of Hike messenger peak between 10 pm and 12.30 am. These users are hanging out with each other at night,” Mittal said. “We have built a virtual world where users can hang out with close friends.”
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