Gaming is no longer just a pastime. It is shaping culture, communities and even the way people learn life skills, according to Amitesh Rao, Chief Executive Officer, South Asia, Leo, and Vice President of The Advertising Club India, who has been named to the jury for the Entertainment Lions for Gaming at Cannes Lions.
A lifelong gamer, former gaming entrepreneur and competitive sim racer, Rao believes his experience across both the consumer and business sides of gaming will help him evaluate entries through a unique lens.
“I understand gaming as a gamer, as a consumer and as someone who has built businesses in the space,” he says. “I’m looking forward to seeing the best work from around the world where brands and gaming come together in meaningful ways.”
According to Rao, some brands treat gaming merely as a distribution platform because of its scale and reach. While many marketers are eager to tap into gaming audiences, he argues that true success lies in understanding the nuances of gaming culture.
“Gaming is too broad a term,” he explains. “The brands that really stand out are the ones that go deeper into communities, integrate meaningfully into games and recognise gaming as a cultural force rather than just a media channel.”
When it comes to award-winning work, Rao says he will be looking for campaigns that acknowledge the role gaming plays in shaping people's lives. Beyond entertainment, he believes games influence how people learn teamwork, leadership, resilience and decision-making.
“The strongest work will recognise that gaming is shaping culture and society. It will create value not only for the brand, but also for gamers and the wider community,” he believes.
Reflecting on India’s gaming ecosystem, Rao notes that while the country has often struggled to convert potential into sustained success, its scale remains a significant advantage. However, he believes India must do more to embrace gaming as a legitimate and positive part of everyday life.
“We need to invest in the idea of gaming itself, not just individual games,” he says. “If we can embrace its benefits and shape its narrative responsibly, India can unlock the full potential of gaming as an industry and a cultural force.”
