Once dismissed as ‘child’s play,’ Esports now has officially hit the big leagues. The Esports Conclave 2025 marked a pivotal moment for the Indian Esports industry, laying the groundwork for a national policy, industry cohesion, and global aspirations. Hosted by the Physical Education Foundation of India (PEFI) along with KRAFTON India, Invest India, and NODWIN Gaming, the event concluded with a unified pledge to draft and submit formal Esports policy recommendations to the Ministry of Youth Affairs and Sports, signalling the start of a strategic effort to integrate Esports into India’s broader sports and youth development agenda.
What was once a niche pastime has today transformed into a global phenomenon, with Pro players, packed arenas, and prize pools rivalling traditional sports. And India? It’s spawning champions, streaming millions of matches. The inaugural Olympic Esports Games, a landmark event for both the Esports community and the Olympic Movement, is set to take place in Riyadh, Saudi Arabia, in 2027.
Niche to National
Today, Esports viewership in India is skyrocketing, drawing in a young, fiercely loyal audience that advertisers are desperate to reach. Enter the marketing power play: while endemic brands like gaming hardware giants — Logitech, Asus, and Acer — are in their natural playgrounds, what’s more fascinating is the growing interest from non-endemic advertisers. Think snack companies, fintech apps, and grooming brands—they’re all seeing Esports as their shortcut to winning over Gen Z and millennials.
Why the sudden hype? It’s simple: Esports blend entertainment, competition, and digital culture in ways traditional media can’t match. It’s interactive, live, and inherently social—a perfect storm for creative brand engagement. As esports levels up in India, the marketing arena is just getting started. The question is, who’s got the right strategy to win the game?
“The Indian Esports player base is projected to reach 1.5 million by 2027, underscoring the sector’s immense potential. While India’s Esports ecosystem is still in its early stages compared to the global landscape, its trajectory is highly promising, driven by untapped potential and a growing audience base,” says Karan Pathak, Associate Director of Esports, KRAFTON India.
Why are Esports a marketer’s dream?
In addition to established names like Intel and Red Bull, a growing number of newer and non-endemic brands are jumping into the Esports sponsorship scene in India, underscoring the sector’s rising popularity. Smartphone makers like Vivo, realme, and OnePlus are actively sponsoring tournaments and gaming events to connect with the gaming audience. Likewise, telecom giants like Jio and Airtel are tapping into Esports to highlight their high-speed internet services, positioning themselves as key facilitators of smooth, uninterrupted gaming experiences. In fact, a joint venture between a Reliance Industries (RIL) subsidiary and European Esports giant BLAST is set to shake up the rapidly growing Indian Esports landscape, currently led by major players like Krafton, Nazara-backed Nodwin Gaming, and Jetsynthesys’ Skyesports, according to industry experts. Executives in the sector anticipate the arrival of fresh gaming titles, new Esports teams, an influx of sponsors, and significant investments in both online and offline tournaments—some featuring prize pools as high as Rs 2.5 crore.
India has always been a cricket-crazy nation, but now, Esports is quickly catching up as a major form of entertainment. In the past few years, the country has witnessed a massive uptick in Esports viewership, driven by a younger generation that is tech-savvy and highly engaged with digital content. With millions of fans streaming tournaments and matches, Esports have moved from being a niche interest to a mainstream sensation.
“The Indian gaming industry, despite many platforms and games being owned by international producers, sees a large and active participation from Indians globally. There is a noticeable gap in the promotion and development of Esports and online gaming in India, which has led to the formation of the Skillhub Online Gaming Federation (SOGF),” says Gursharan Singh, Secretary General, SOGF. “The focus of this initiative is primarily on amateur online gaming, excluding real-money games. The organisation follows the guidelines set by the International Olympic Committee and the International Paralympic Committee, with the goal of providing Indian athletes the opportunity to participate in upcoming global championships, such as the World Championship in Riyadh this year,” he adds.
For years, endemic brands such as Acer, Asus, and Logitech have been driving Esports’ growth with sponsorships, tournaments, and community-building efforts. Their presence is deeply ingrained in the esports culture, as these companies provide the essential tools—gaming laptops, accessories, and peripherals—that athletes and casual players alike rely on.
“A significant portion of our gaming budget, approximately 20 to 35%, is allocated to Esports. This includes funding for the tournaments we host throughout the year, as well as our flagship event. Our investment in Esports is primarily focused on building the community, not just in Esports but also in the broader community efforts, including the tournament aspect. It’s a substantial investment we make in the growth of Esports,” says Sooraj Balakrishnan, Associate Director and Head of Marketing, Acer India.
Acer pioneered the Predator Gaming League in 2017, becoming one of the first brands to fully own and operate an Esports tournament. The league, with a $400,000 prize pool, brings together top teams from across Asia Pacific, with country tournaments leading to a grand finale. Acer’s commitment to Esports goes beyond the tournament, as it has created an Esports festival that includes both professional and amateur players. The brand also holds local events and partners with colleges to grow the community.
In 2016, Acer revolutionised portable gaming with its Predator series, offering high-performance laptops for gaming on the go. Beyond laptops, Acer also provides gaming monitors, accessories, and the Planet Nine platform, where gamers can learn from experts and improve their skills. Acer’s ongoing efforts in Esports demonstrate its dedication to fostering growth in the community, with large-scale events planned for 2026.
Similarly, other endemic brands like Asus have also revolutionised the Esports space. “Our goal is to build a closer connection with Esports players and gamers. To achieve this, we focus on organising competitions at our stores, in colleges, and online, while also offering coaching to help individuals develop their Esports skills. Although we are a hardware and technology company, our aim is to provide access and support to the Esports community. In terms of our budget, approximately 15-20% is allocated, both directly and indirectly, to initiatives that bring us closer to our customers,” says Paramjeet Singh Mehta, Marketing Head – Consumer PC and Gaming, Asus India.
“Gen Z in India now numbers around 377 million and influences 47% of electronics purchases, with 23% of those purchases being made directly by them, as a few have started earning. Millennials have an equal say, however, GenZ does more research on their products. GenZ, in the future, would occupy as high as 93% direct purchases, as Alpha & Betas will have a limited say in front of GenZ consumers. GenZ is the generation that experienced & influenced Esports development/growth, therefore, if brands want to tap into GenZ as a customer base they would certainly invest in Esports,” he explains further.
Non-Endemic Brands Enter the Arena
Interestingly, the real shift is coming from non-endemic brands — companies outside the traditional gaming sector. Brands in sectors like FMCG, fintech, automotive, and even apparel are recognising the power of Esports in reaching a coveted young audience.
Snack companies like Too Yumm! fintech apps, and lifestyle brands are now investing heavily in Esports marketing, seeing it as a golden opportunity to tap into a new demographic. The engaging nature of Esports events—along with the ability to create interactive, shareable content—makes it a perfect platform for these brands to build meaningful connections with consumers.
“At Too Yumm!, we’ve recognised the immense potential of Esports as a platform to engage with the digitally-native Gen Z audience. Gaming is no longer just a pastime—it’s a lifestyle. This shift aligns seamlessly with our brand’s youthful, fun, and dynamic ethos,” shares Yogesh Tewari, Vice President - Marketing, Guiltfree Industries.
Explaining Guiltfree’s gaming connect, he says, “Our association with Playground, a pioneering Esports reality show, reflects our commitment to this space. Through this collaboration, we’ve had the opportunity to engage with a passionate and interactive audience while supporting the growth of the Esports ecosystem in India.”
Esports in India isn’t just about players; it’s a massive ecosystem involving game publishers, tournament organisers, streaming platforms, and more.
Through strategic partnerships, such as those with Riot Games and initiatives like the Mastercard Gamer Academy and the Esports World Cup, Mastercard elevates the Esports experience for both fans and players. The Mastercard Gamer Academy is a program that offers 10 gamers insights into various career opportunities within gaming and Esports, equipping them with the necessary tools to pursue their ambitions. It is specifically designed to prioritise access for historically underrepresented gamers and foster a more inclusive ecosystem.
“At Mastercard, we see Esports as a dynamic opportunity to connect with younger audiences and align with their passions. As a technology-driven brand, our approach focuses on creating immersive, fan-first experiences that bridge the digital and physical worlds. From exclusive content to co-branded credit and debit cards, such as our collaboration with League of Legends across 15 countries, we ensure our presence is non-intrusive yet deeply engaging,” says Julie Nestor, Executive Vice President, Head - Marketing & Communications, Asia Pacific, Mastercard.
While Esports takes centre stage in India, they are not the only ones. The rise of Esports as an avenue has also led brands like Pepe Jeans to explore casual mobile gaming to connect with the audiences. Speaking on the matter, Priyaranjan Manay, CMO, Pepe Jeans, says, “We’ve partnered with an agency that places ads across various gaming platforms and popular mobile games like Candy Crush and Temple Run. Our decision was driven by insights showing that a significant portion of our audience, aged 28 to 40, actively engages with mobile gaming. So far, the impressions and CTRs we’ve achieved through gaming have been the highest among our digital campaigns.”
Beyond the Players: The Esports Ecosystem
Companies like Krafton, known for PUBG Mobile, have played a crucial role in growing esports, especially in India. Their constant push for innovation and their partnership with Indian esports organisations have created a dynamic, ever-evolving competitive environment.
“Krafton continues to strengthen its commitment to the grassroots talent by hosting the BGIS 2025, the country’s largest battle royale Esports tournament, which plays a pivotal role in identifying and nurturing emerging talent. In 2024, BGIS garnered significant attention with 5.9 million hours of watch time on Krafton India’s Esports YouTube channel, making it the third most-viewed Esports channel on the platform,” says Karan Pathak.
Esports tournament organisers like Max Level have been instrumental in shaping the competitive landscape in India. As a marketing and PR agency, we specialise in building visibility for good products and initiatives that contribute to the Esports ecosystem.
“We’re incredibly proud of the ROG Academy program, which we conceptualised and successfully managed for Asus ROG over 10 seasons. It’s been a great platform for identifying aspiring talent and providing them with coaching, stipends, masterclasses, and top-tier equipment. Some of the graduates have even gone on to join professional teams in India, which speaks volumes about the program’s impact,” states Siddharth Nayyar, Co-Founder and Chief Revenue Officer, Max Level.
Max Level also works closely with Nodwin Gaming, which runs Hero Vired, another initiative aimed at developing young talent.
“Looking ahead, Nodwin Gaming is working towards integrating Esports into educational institutions, advocating for its recognition as a viable career path. This includes collaborations with schools and universities to develop Esports-centric programs and curricula. Through these initiatives, NODWIN Gaming continues to redefine youth entertainment and inspire a new generation of Esports professionals,” says Akshat Rathee, Co-Founder and Managing Director, Nodwin Gaming.
Roby John, CEO and Co-Founder, SuperGaming, says, “Looking ahead, we are focusing on key trends shaping the future of gaming and Esports. We aim to localise content by creating games that blend India’s heritage and culture, offering unique experiences for both local and global audiences. In Esports, we plan to build a sustainable ecosystem with regional tournaments, higher prize pools, and grassroots initiatives to nurture talent, while fostering a vibrant community for gamers to connect. Inclusivity is also a priority, with efforts to expand opportunities for women, amateur gamers, and under represented groups through mentorship and inclusive tournaments. Additionally, we’re committed to promoting responsible gaming, ensuring fair play and online safety, especially for younger players.”
Brands in the Esports industry face significant marketing challenges. Advertising spending in Esports is primarily divided into two key areas. The first is live streaming, which includes programmatic advertising through platforms like YouTube and other channels. The second major segment is influencer marketing, where brands collaborate with gamers—a rapidly growing cohort.
A third potential avenue, which remains largely untapped in India, is the gamification interface involving in-game brand integrations with publishers. “However, this is not yet a viable option for Indian brands, as most popular games in the country are global titles. As a result, entry into this space is highly restrictive. For instance, FIFA features multiple brand integrations, but they are predominantly global. It would take time for Indian brands to establish a presence in such in-game ecosystems,” explains Vinit Karnik, Managing Director, GroupM.
Still, the interest among brands for Esports is on the rise, with many brands like Kellonova, Shemaroo and ICICI Prudential AMC planning to invest in Esports.
Kellonova has assessed the Esports market and, while it is still in its early stages, they will evaluate their approach over time. However, at present, it is not a high priority for them. Similarly, Shemaroo is in the early phases of exploring the sector but sees it as a promising and relevant space, given the significant business potential within the digital media landscape.
Sharing his thoughts on the matter, Abhijit Shah, Group Head – Marketing, Digital, Customer Experience & Technology ICICI Prudential AMC, says, “For companies like Mahindra there is a touch and feel factor but for a finance company like us, it is difficult to incorporate finance into Esports as of yet. But as soon as we find a use case we will invest, as this is a huge opportunity.”
What does the future hold? 
For India’s esports ecosystem to grow, gain credibility, and attract international sponsorships, it’s crucial for the media to report responsibly. Too often, Esports is inaccurately clubbed with iGaming such as fantasy sports, rummy, and gambling, which not only misrepresents the industry but also hampers its legitimacy. “If the media gets their facts, parents would encourage their children to take up esports as a career and thus the market and the ecosystem will finally be growing,” says Lokesh Suji, Director, ESports Federation of India.
So, the next time someone dismisses gaming as ‘child’s play’ remind them that the game has changed—and India is playing to win. Ready, set, game on!
