Indian Gaming Industry Set to Reach INR 23,100 Cr, Growing 20% in FY25
According to a report, the Indian gaming industry is expected to grow by 20% to reach INR 23,100 crore by FY25. Industry estimates indicate that India now has 442 million online gamers, more than China. According to a recent report, investor sentiment for the real money gaming segment has remained strong despite the 28% GST, as evidenced by deal activity. India boasts the second-largest online gaming community in the world, right behind China. Grant Thornton Bharat and the E-Gaming Federation’s report also promoted the creation of a thorough Code of Conduct (CoC) for the gaming sector, which would establish unambiguous guidelines for moral conduct and guarantee accountability and openness.
Indian Gaming industry – the second largest online gaming community
The ‘Guardians of Safe Play: Ethical Gaming for Vibrant Bharat’ report projects that by FY25, the industry will have grown by 20% to reach INR 253 billion. The report went on to say that Indian gaming has brought in USD 2.8 billion from both domestic and foreign investors in the last five years. According to the report, India’s gaming industry is growing at an unprecedented rate and is driven by a youthful and energetic population. It also emphasized the necessity of robust player protection systems, supporting preventative actions and educational programs. It demanded cooperation from legislators, regulators, and business leaders to establish a safe gaming environment.
The RMG sector in India faced a number of difficulties in 2023, according to the report. The industry was “significantly impacted” by the government’s implementation of a 28% Goods and Services Tax (GST), which resulted in numerous layoffs and the closure of some start-ups because of the tax burden. It became apparent that it was a major source of income.
Read More: LS Digital Expands Global Presence with New Office in Melbourne, Enters Australian Market
Investments made in the gaming sector
Nevertheless, the report said that deal activity indicates confidence in the industry’s continued growth and that investor sentiment in it is still strong. It featured noteworthy examples of investments made in FY23, like Galactus Funware Technology’s $12.75 million purchase of Ante Multimedia’s Good Game Exchange for Mobile Premier League.
The significance of third-party certification in promoting self-regulation and upholding industry standards is emphasized in the report. Furthermore, the report highlights the importance of player protection and consumer rights, advocating for strong regulatory frameworks to protect players against fraudulent activities, cyberattacks, and other unfair practices.
Despite difficulties, the mobile gaming industry continues to generate between 83 and 84% of total revenue, with 90 million of the 100 million daily online gamers paying to play. According to the report, the involvement of gamers guarantees the industry’s growth, with the tax implications having a minimal effect on the sector’s overall long-term growth.
Read More: The Kingdom of Saudi Arabia Set to Host its First Olympic Esports Games in 2025
The Kingdom of Saudi Arabia Set to Host its First Olympic Esports Games in 2025
Saudi Arabia and the International Olympic Committee (IOC) have reached an agreement for Saudi Arabia to host the first official Olympic Esports Games in 2025. This historic move comes after the IOC announced recently that the Olympic Esports Games have been established by the IOC Executive Board (EB). Over the course of the 12-year agreement, Saudi Arabia will host the first e-sports Olympic Games in 2025, with more competitions to follow.
Saudi Arabia prepares to host Olympic Esports Games in 2025
The proposal is scheduled to be presented to the IOC Session on the eve of the 2024 Olympic Games in Paris. The agreement is a continuation of the numerous international competitions Saudi Arabia has successfully hosted recently and a declaration of its status as the world’s preeminent e-sports hub. The IOC explains in a statement that its executive office has sent permission to hold the Olympic Games for esports in Saudi Arabia to the 143rd session of the IOC, which will take place in Paris, the French capital, during the Summer Games. After the meeting, more details about the event should become available.
The collaboration coincides with a period of notable expansion in Saudi Arabian sports generally, which is fueled by Vision 2030’s social and economic reforms. In 2018, the Kingdom was given the responsibility of organizing some of the largest international sporting events. More than 100 international competitions for athletes of all genders have been held there, with esports, football, motorsports, tennis, equestrian, and golf drawing over 2.6 million sports fans.
Read More: VideoAmp Announces Industry-First Strategic Collaboration with Snap Inc.
Saudi Arabia’s staggering growth in gaming and sports
Consequently, sports, ranging from amateur to professional, are now an increasingly integral aspect of daily life in Saudi Arabia. Participation in sports has increased threefold overall since 2015, reaching nearly 50% of the population. During this time, there have been 98 sports federations, a threefold increase from 32. One example of this growth is the Saudi Esports Federation. Approximately 67% of Saudi citizens identify as gamers, and there are currently 100 professional esports players who are pursuing full-time careers.
International Federations that have already participated in an e-version of their sport that is being evaluated for inclusion in the Olympic Esports Games have already been made aware that the IOC will prioritize working with these organizations. For National Olympic Committees that already incorporate esports into their events, this will also apply. In addition, the IOC will need to establish a new, distinct organizational structure inside itself that is unrelated to the Olympic Games’ organizational and financial framework. Regarding the funding and management of these competitions, the IOC will also need to adopt a new strategy to address the unique characteristics of the Olympic Esports Games.
Read More: Chase and JCDecaux Generate Excitement for the Euros with Programmatic Campaign
Here’s what they said
IOC President Thomas Bach said,
“We are very fortunate to be able to work with the Saudi NOC on the Olympic Esports Games, because it has great – if not unique – expertise in the field of esports with all its stakeholders. The Olympic Esports Games will greatly benefit from this experience. By partnering with the Saudi NOC we have also ensured that the Olympic values are respected, in particular, with regard to the game titles on the programme, the promotion of gender equality and engagement with the young audience, which is embracing esports.”
Princess Reema Bandar Al-Saud, an IOC Member, member of the Board of Directors of the Saudi Arabian Olympic and Paralympic Committee and President of the Women’s Committee, stated,
“Witnessing the growing trends of female participation in esports is very exciting. I had the honour of working towards women’s empowerment in sport and in society as whole under Vision 2030, and the leadership of HRH Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister, and I’ve witnessed firsthand the tremendous positive impact of sport for women and girls. I look forward to the Olympic Esports Games as an opportunity for more female participation from across the globe in a safe and inclusive space.”
Read More: LS Digital Expands Global Presence with New Office in Melbourne, Enters Australian Market
Ampverse DMI appoints Sona Mazumdar as General Manager for Marketing Solutions, India
New Delhi, 28 June 2024– Ampverse DMI, a leader in the gaming and entertainment sector, has announced the appointment of Sona Mazumdar as the head of its newly launched Marketing Solutions unit in India. Having successfully collaborated with over 300 top brands such as Porsche, SAmpverse DMIamsung, Riot Games, KFC, and Coca-Cola across Asia, Ampverse aims to replicate its Southeast Asian success in the Indian market.
Sona Mazumdar, known for her proven track record in spearheading transformative marketing initiatives, will lead this new venture, driving growth and innovation for Ampverse DMI in India. A seasoned professional, Sona has previously served as the Chief Partnership officer at Kidzania and was with the organization for 8 years. Being a part of the initial leadership team; Sona played a pivotal role in forging key long term strategic partnerships for the company and helped scale the business.
With over two decades of experience of working across diverse entertainment companies in India, she excels in structured problem-solving, data analysis, and strategic execution, making her a trusted advisor to Board and C-level stakeholders. She was instrumental in forging the joint venture between DMI and Ampverse in India.
Commenting on Sona’s appointment, Charlie Baillie, CEO of Ampverse, stated,
“We are thrilled to welcome Sona Mazumdar as the GM of our marketing solutions vertical. A seasoned professional, Sona has a proven track record in crafting impactful campaigns and building robust client relationships. Her expertise aligns perfectly with our vision to revolutionize brand engagement within and beyond the gaming community in India. With Sona’s strategic vision and extensive experience, we are confident in our ability to set new standards in marketing excellence and drive our ambitious growth objectives, creating a lasting impact in this dynamic market.”
An industry veteran in media and entertainment, Sona is known for her role as an evangelist, combining gaming and entertainment to showcase this powerful medium for brands to reach millennials, Gen Z, and Gen Alpha. She specializes in creating, proposing, and developing medium-term brand alliances and partnerships with CMOs and brand leaders across multiple gaming, esports, and digital entertainment sectors.
Sona Mazumdar remarked,
“The gaming industry has always captivated me with its limitless potential for creativity and connection. I see immense potential in India to enhance how brands connect and engage with Gen Z and Gen Alpha through gaming,”
“My focus will be on building strong partnerships, leading innovative initiatives, and implementing strategies that will redefine engagement in this dynamic market. Ampverse DMI’s established ecosystem and commitment to innovation provide a solid foundation to bring global best practices and localized strategies to our clients enabling us to provide them with a one stop shop solution for reaching out to the TG”
Sona’s leadership is extended as an honorary member as the National President of the Gaming, Esports and Digital Entertainment Council at Women’s Indian Chamber of Commerce and Industry (WICCI), where her role is to include more women professionals in this fast-growing gaming industry, laying out key action points and organizing industry-expanding discussions.
As part of the core team, Neha Sethi Mehta will be leading Sales, based in Gurgaon. Neha brings a wealth of experience from her previous role as the Regional Lead for Kidzania for seven years being a key contributor for the organization.
About Ampverse DMI
Ampverse, Asia’s largest ecosystem of gaming communities and IPs, has joined forces with DMI Finance in India, forming a strategic joint venture. The primary objective of this partnership is to nurture college talents and bolster the gaming ecosystem with never before opportunities in India. Leveraging Ampverse’s expertise in building esports and gaming communities and DMI Finance’s financial prowess, the joint venture aspires to revolutionize the gaming ecosystem in India. They plan to achieve this by developing a series of Esports and gaming IPs, hosting on-ground activations, forging partnerships with influential gaming figures, and establishing mentorship programs to nurture up-and-coming college talent. The first co-developed IP, College Rivals – Esports Series was launched in August 2023. Central to their mission is the idea of fostering inclusivity, diversity, and excellence within the Indian Gaming community. They aim to provide opportunities to a wide range of talents, irrespective of backgrounds or identities, with the goal of empowering the gaming community as a whole.
Ampverse DMI Outlines Vision for FY’24; Targets Significant Market Leadership Expansion in Indian Gaming Sector
New Delhi, India –June 24 2024 – Ampverse DMI, a joint venture between Ampverse Group,(“Ampverse”) a prominent gaming and entertainment ecosystem with bases across Southeast Asia & India, and DMI Group (“DMI”), a leading Indian financial services platform, announced on Tuesday its FY ’24 plans and expansion roadmap for India.
Ampverse DMI as part of their 2024 plans will launch a comprehensive suite of solutions, including Marketing Solutions for brands and game publishers, and Commerce Products, which will focus on merchandise and e-commerce enabled solutions for gaming communities for the first time in India as part of its 360 degree bouquet services.
Charlie Baillie, Chief Executive Officer of Ampverse Group, states, “Ampverse DMI is dedicated to cultivating a robust and integrated gaming ecosystem spanning owned and operated Gaming & Entertainment Assets, Marketing Solutions and Commerce Products. We are also committed to introducing new IPs and initiatives that resonate within the community building on the success of our debut IP launch College Rivals.” He also highlighted the importance of this expansion saying, “Our experience with global brands like Disney, EA, and McDonald’s gives us a unique view and the ability to innovate in the Indian market. We are excited to bring our knowledge to India and build something special.”
Ampverse DMI brings together the unique strengths of its partners – global entertainment and gaming experience coupled with a deep understanding of the Indian consumer and a capacity to drive on-ground scale. This, along with the combined trust of global leading brands, positions the Company strategically to become a market leader in the Indian gaming industry. Ampverse DMI remains deeply committed to developing a comprehensive ecosystem to catalyse significant advancements in the Indian gaming sector.
Shivashish Chatterjee, Co-Founder DMI Group, said, “Ampverse DMI is set to become a 360-degree, forward-thinking gaming company that integrates IP creation with cutting-edge marketing and commerce solutions. For FY’24, we are committed to building on the success of FY ‘23 and making Ampverse DMI a leading player in India’s esports industry, leveraging our combined international expertise and local strategic partnerships to drive significant value and growth.”
In addition to Marketing Solutions, the Company has innovative commerce products tailored to meet the evolving needs of gamers. This division of the Company will also launch data-driven products and services for gamers including physical merchandise and digital items. These new solutions, coupled with an expansion of the successful launch of its Gaming & Entertainment Assets division with IP College Rivals, ensures that Ampverse DMI is poised to become a market leader in the Indian gaming ecosystem.
About Ampverse DMI
Ampverse, Asia’s largest ecosystem of gaming communities and IPs, has joined forces with DMI Finance in India, forming a strategic joint venture. The primary objective of this partnership is to nurture college talents and bolster the esports ecosystem with never before opportunities in India. Leveraging Ampverse’s expertise in building esports and gaming communities and DMI’s financial prowess, the joint venture aspires to revolutionize the gaming ecosystem in India. They plan to achieve this by developing a series of Esports and gaming IPs, hosting on-ground activations, forging partnerships with influential gaming figures, and establishing mentorship programs to nurture up-and-coming college talent. The first co-developed IP, College Rivals – Esports Series was launched in August 2023. Central to their mission is the idea of fostering inclusivity, diversity, and excellence within the Indian Gaming community. They aim to provide opportunities to a wide range of talents, irrespective of backgrounds or identities, with the goal of empowering the gaming community as a whole.
Read More: The Steel of India Film: Setting the Record Straight
22feet Tribal Worldwide’s latest campaign for BGMI celebrates quick gameplay: Hai Thoda Time, Play Thoda BGMI
India, 21 May 2024 – 22feet Tribal Worldwide has unveiled their new campaign for BATTLEGROUNDS MOBILE INDIA (BGMI), KRAFTON India’s popular battle royale game, titled ‘Hai Thoda Time, Play Thoda BGMI’. The hilarious campaign highlights BGMI’s range of quick gameplay modes, tailored for the evolving needs of modern gamers.
In response to the growing demand for shorter, more dynamic gaming experiences, the campaign recognizes the contemporary challenge of time constraints faced by gaming enthusiasts. ‘Hai Thoda Time, Play Thoda BGMI’ showcases how seemingly insignificant moments in everyday life can create opportunities for playing the whole new line-up of immersive Quick Game Modes on BGMI.
BGMI became a sensation in India banking on its highly viral and long Battle Royale mode. While this mode remains the most popular in BGMI, the campaign highlights the array of quicker game modes available in the game.
Srinjoy Das, Associate Director of Marketing, KRAFTON India, said, “Cutting clutter when you are talking about something as mundane as lack of time is tough. For this campaign, we found the scripts to be remarkably funny, and brings out a very dramatic set of circumstances that piques strong curiosity and ensures high video completion rates. We hope our fans love the beautifully directed films as much as we do.”
Vishnu Srivatsav, Creative Head – 22feet Tribal Worldwide said, “We were seeking the most precious commodity in the known universe, time. And not a large amount of time, but a tiny sliver of it. But we know that every second of free time that people get is a gift from the universe. So we went ahead and made films that showed the amount of things that needed to happen for anyone to get just a little bit of time. We worked on the crazy, yet plausible set of events that lead to you getting a little bit of time for BGMI’s quick game modes.”
The campaign features a series of three quirky films that explore the unexpected pockets of free time, or “thoda time,” that are perfect for enjoying BGMI’s Quick Game Modes. The humorously absurd scenarios depict the butterfly effect triggered by minor events, ultimately leading to characters finding the perfect short break to play BGMI, because these quick game modes can be fired up anytime, anywhere.
The first film shows a dramatic showdown as ‘Kutty Gangster’ follows a lovesick gangster whose plan to eliminate his rival backfires hilariously, causing enough chaos to delay a nearby cab on the street.
‘A Fishy Tragedy’ depicts the chaotic chain reaction set off by a dead fish and a mischievous cat, leading a professor to miss the bus and get late for class.
In ‘Record Breaker’, we see Sushil break an unusual record of bursting the most balloons ever. Now celebrating this feat leads to a boss delaying his meeting due to some pigeons. How all this ties together is the delight in this film.
All three bizarre scenarios ultimately lead to the characters enjoying the Quick Game Modes on BGMI.
Watch the campaign unfold:
- Raja Ne Rani Ka Dil Churaya Kya?
- Sharma Ji Aur Goldie Ki Kahaani
- Sushil Bantai Aur Birdie Ki Kahaani
Credits:
Creative: Rahul Mathew, Vishnu Srivatsav, Gurpratap Singh, Abhishek Rasane, Apekshith Ganesh, Shahinshad AC, Manvir Mahidwan
Business: Shikha Davessar, Akansha Taparia
Strategy: Skandaram Vasudevan
Films: Kutty Gangster, A Fishy Tragedy, Record Breaker Sushil, Office Office
Production House: Kluture Films
Director: Sukriti Tyaagi
Pravis Acquires Significant Stake in StreamO, an Ad-Tech Gaming Platform
Pravis, founded by Vishal Gupta and Prashant Sinha, has taken a significant stake in StreamO, an ad tech gaming platform. This enterprise aims to investigate the rapidly expanding gaming industry’s significant commercial potential, specifically in attracting the elusive Gen Z market. A new era of innovation in live gaming sponsorships is expected to be brought about by the new partnership between StreamO and Pravis.
StreamO – an adtech gaming platform
Established by Tushaar Garg in 2021, StreamO is at the forefront of facilitating brand interactions with gamers and their live viewers, reaching over 300 million Gen Z subscribers and a network of over 20,000 gamers. With India’s consumption rates doubling the global average and game video content on platforms like YouTube expected to reach 120 billion hours of viewership globally by 2022, there are many largely unexplored opportunities for brand engagement.
After smoothly transitioning from Momspresso to Honasa (Mamaearth), Vishal and Prashant used their knowledge to launch Pravis, a growth marketing company that uses tried-and-true techniques to promote natural brand expansion. As co-founders of StreamO, they are now in a position to elevate the gaming industry with their knowledge gained from creating online products and cultivating influencer partnerships.
Pravis acquires stake in StreamO
More than 100 noteworthy brand engagements have resulted from StreamO’s successful partnerships with leading brands, such as Netflix, Amazon Prime Video, Intel, Sony PlayStation, OnePlus, Hero, Crocs, Taco Bell, and Spotify. With this new alliance, StreamO hopes to further solidify its position as a leader in introducing companies to the passionate Gen Z gaming community.
Read More: NODWIN Gaming and JSW Sports Partner to Transform Indian Esports Industry
Here’s what they said
Vishal Gupta, now co-founder of StreamO, comments on the unique challenge presented by the GenZ audience,
“Gaming presents an unprecedented opportunity to reach the GenZ audience, a demographic that is notoriously difficult to engage through traditional media. With StreamO, we are positioned uniquely to leverage the explosive growth of live gaming platforms and the passionate GenZ communities they nurture. Tushaar is one of the thought leaders in the gaming space in India and we are delighted to partner with him in this journey”.
Prashant Sinha, also co-founder, reflects on his experience and future plans,
“Drawing from our learnings from Momspresso’s MyMoney platform, we understand the dynamics of micro-influencer and brand interactions very well. With StreamO, we aim to apply these insights to expand and deepen our brand engagements by 10X in the next 12 months. StreamO’s innovative methods are in perfect alignment with Pravis’ vision for the future of this industry and we are excited about the possibilities this partnership with Tushaar opens up.”
Tushaar Garg, founder and CEO of StreamO, highlights the company’s achievements and upcoming goals,
“StreamO has already set a benchmark in the gaming community by fostering authentic connections between brands and gamers. With the addition of Vishal and Prashant, we are excited to propel this success to new heights. Their expertise in influencer marketing and strategic brand partnerships will be instrumental in accelerating our growth and business.”
Read More: NODWIN Gaming Announces Partnership with Global Esports Federation As Portfolio Management Company
Circle of Games Raises $1M Funding From Nazara Technologies and The Hashgraph Association
Circle of Games (COG), the leading Web3 multi-gaming platform, has raised $1 million in equity funding from strategic investors Nazara Technologies FZ LLC (a wholly-owned subsidiary of Nazara Technologies Limited) and The Hashgraph Association, a Swiss-based nonprofit corporation at the center of global digital enablement for Hedera. The most popular distributed ledger technology in the world is Hedera. It points to the possibility of a Web3 gaming Renaissance. Nazara is the sole listed gaming company in India and the largest in terms of eSports, sports media, gaming studios, and adtech. The business recently promised to invest USD 100 million in cutting-edge brands and IPs in the web3, virtual reality, and artificial intelligence spaces.
COG secures $1M strategic funding
With this funding, COG hopes to expand internationally in the Middle East and Africa, Asia, the United States, and the European Union in 2024. Furthermore, it looks to expedite its go-to-market strategy and enhance platform capabilities. By Q4 2024, COG, which has over 250,00 registered users, intends to increase the number of games available on its platform from the current six to over ten. COG hopes to reach millions of players in the worldwide casual and hyper-casual gaming scene with this expansion.
In addition to the investment, COG is dedicated to utilizing its current network of strategic alliances and partnerships with leading global Web3 projects and ecosystems, including TheFishVerse, KGeN/IndiGGMetarun, Chingari, Solana, Foundership, and numerous Gaming Guilds/DAOs. With these alliances, COG has immediate and exclusive access to more than 500 million gamers across more than 50 nations.
COG’s multi-chain technology implementation
By implementing multi-chain technology, COG is giving players complete ownership and control over their in-game assets and tokens, with Hedara serving as the main net where the majority of on-chain transactions take place. By the end of Q2 2024, COG plans to launch its native token, the $COG Token, offering a better and more creative user experience. COG, a blockchain-based game development company founded by veterans of the gaming and tech industries, creates skill- and casual-based games featuring play-to-earn reward systems.
Through its Distribution Infrastructure Network (DIN), COG will have numerous opportunities to utilize these resources globally as a result of this partnership. A key component of COG’s multi-gaming platform, the DIN is intended to efficiently globalize the distribution and monetization of gaming content.
Here’s what they said
Rabilal Thapa, CEO and Co-Founder of Circle of Games, said,
“This strategic partnership not only represents a significant endorsement of COG’s mission and potential but also places the company in a prime position to exploit the expansive capabilities of Web3 gaming innovations, globally. This collaboration goes beyond mere capital investment; Nazara will offer strategic guidance, support and access to its extensive network to help the company grow and Hedera will provide COG access to their vast collections of games, ecosystems, and substantial users and their cutting-edge technology. I would like to express my sincere gratitude to Nazara, Kamal Youssefi, President of The Hashgraph Association, Stefan Deiss, Co-Founder & CEO of The Hashgraph Group – the service delivery and venture building arm of THA and Anindya Roychowdhury, Head of Ventures of THG (whose relationship with Nazara goes back 25 years), for their invaluable and comprehensive support in the development of this strategic partnership”
Kamal Youssefi, President of The Hashgraph Association added
“We are pleased to further empower the global Web3 gaming industry through our co-investment with Nazara Technologies in Circle of Games – the leading Web3 multi-gaming app aiming to onboard the next billion users onto the Hedera network.”
Read More: NODWIN Gaming Announces Partnership with Global Esports Federation As Portfolio Management Company
NODWIN Gaming Announces Partnership with Global Esports Federation As Portfolio Management Company
NODWIN Gaming, a South Asian gaming and esports company, announced a partnership with the Global Esports Federation (GEF) to serve as the Portfolio Management Company (PMC) for key global emerging markets in South and Central Asia, Africa, the Middle East, and parts of Southeast Asia. Through the use of its knowledge and position as a leader in emerging markets across the globe, NODWIN Gaming hopes to drive the growth of gaming and esports globally, and this partnership represents a significant step toward that goal.
The GEF brings together the vibrant, constantly changing esports ecosystem, along with its diverse network of global impact partners and related industries. Since its founding in 2019, GEF has grown to include over 155 member federations, involving billions of #worldconnected athletes, players, and fans.
NODWIN Gaming partners with GEF to serve as PMC
Resolutely committed to its objective and universal principles, the GEF has developed into a genuine representative of the esports community, enhancing the sector’s legitimacy and reputation worldwide. In addition, the GEF contributes to the development of new technologies and user, fan, and brand experiences that foster innovation in gaming and guarantee the long-term viability of esports as well as boundless prospects that motivate the youth of the hyperconnected world.
NODWIN Gaming has now obtained exclusive rights to create and market GEF-licensed esports events in more than 20 countries, including India, Pakistan, Uzbekistan, Kazakhstan, Dubai, Bahrain, Jordan, Thailand, Vietnam, and the entire continent of Africa. This is due to the company’s strategic partnerships with major industry players and its track record of organizing gaming events and lifestyle festivals.
Read More: NODWIN Gaming and JSW Sports Partner to Transform Indian Esports Industry
Potential gaming partnerships
In addition to securing non-exclusive rights to host GEF-licensed events globally, NODWIN Gaming’s status as a PMC opens the door to beneficial partnerships between the company’s subsidiaries and key partners across the globe. With the recent acquisition of Ninja Gaming, based in Turkey, NODWIN Gaming is now prepared for projects in Turkey, the Middle East, and North Africa. Meanwhile, its powerful experiential marketing company Branded, based in Singapore, is focused on the Asia Pacific market. Through the agency’s European, endemic, and non-endemic networks, NODWIN Gaming will be able to take advantage of potential opportunities to develop GEF-licensed events in non-exclusive regions thanks to its equity investment earlier this year in Freaks 4U Gaming, a full-service gaming and esports agency in Germany.
Here’s what they said
Akshat Rathee, co-founder and MD of NODWIN Gaming shares his insight on the partnership with GEF, stating,
“The world of esports is evolving towards true global celebration of esports titles across the world. GEF truly epitomises the hopes and aspirations of all the developing world markets that NODWIN seeks to develop. We believe our partnership with GEF will bring the best of esports opportunities to the youth of the emerging world.”
Mario Cilenti, COO at GEF, commented on the partnership,
“We are thrilled to have NODWIN Gaming on board as our Portfolio Management Company for the South Asia, Central Asia, and Africa markets. Their capabilities and extensive experience make them ideal partners to advance the Global Esports Federation’s mission and further engage with esports communities across key growth regions.”
Publicis Play & Hero Motocorp collaborate to launch India’s first on-ground gaming live stream motorcycle launch event featuring Hero XTREME 125R
Publicis Play, Publicis Groupe’s dedicated gaming offering in India, executed India’s first motorcycle launch on a gaming live stream in partnership with Rooter, India’s leading game streaming platform at the Hero World 2024.
The event featured an ensemble of four of India’s top gaming influencers including Mortal, Gamerfleet, LolzZz, and Dobby.
New Delhi, March 13, 2024: Publicis Play, Publicis Groupe’s dedicated gaming offering in India has teamed up with Hero MotoCorp, the world’s largest manufacturer of motorcycles and scooters, to introduce India’s pioneering on-ground gaming live stream event, featuring the recently launched Hero Xtreme 125R. The three-hour gaming event was live-streamed from Hero’s Centre for Innovation & Technology in Jaipur, Rajasthan at the second edition of Hero World 2024.
The partnership represents a shared vision for innovation and excellence, aimed at creating memorable experiences for consumers. The XTREME 125R perfectly captures the aspirational needs in mobility of the gen-next customers. The motorcycle is here to “Challenge the Extreme”, a leap ahead in terms of performance, styling, riding dynamics and safety. And, by integrating the adrenaline-fueled performance of the Hero Xtreme 125R with the thrill of battle royale gaming, the event showcased an unparalleled fusion of gaming and motorcycling excitement.
Bringing this high-octane experience to life, Rooter created an Xtreme Zone, which became the epicentre of live gaming action at the Hero World 2024. From here, India’s top gaming influencers, including Mortal, GamerFleet, LolzZz, and Dobby, challenged gamers to reach 125 finishes in 125 minutes while playing BGMI (Battlegrounds Mobile India). The competition fuelled massive engagement on stream, making it an unforgettable experience for both the gamers and viewers. The livestream was simulcasted across Rooter, YouTube & Glance and garnered a peak viewership of 60,000+, securing a position in the top 50 trending videos in the gaming category on YouTube. This remarkable achievement underscores the growing synergy between the gaming community and motorcycle enthusiasts, bridging the gap between two diverse yet vibrant worlds.
Read More: Publicis Groupe Announces the Launch of B2B Creative Offering, Publicis Pro
Commenting on this ground-breaking initiative, Ranjivjit Singh, Chief Business Officer, India Business Unit, Hero MotoCorp, said,
“At Hero MotoCorp, we believe that connecting with the sub-culture of the nation is an important ingredient to drive deeper connections with our audience. In India, E-sports is an emerging sub-culture with the GenZ audience- they are not just playing games; they are crafting a new realm of competition, camaraderie, and culture through E-sports. For the launch of Hero XTREME 125R we identified gaming as a key passion point for our GenZ audience. The synergy between “Challenge the Xtreme and Gaming” is an indisputable proposition because it will enable our customers to forge bonds, break barriers, and become a canvas for their aspirations.”
Jai Lala, CEO, Zenith India said,
“Hero MotoCorp’s partnership with Publicis Play for the launch of the Hero XTREME 125R demonstrates the sheer power and cutting-edge prowess of our gaming-led marketing approach. By harnessing the dynamic synergy between motorcycles and gaming, we’ve shattered conventional norms, elevating engagement, and excitement to unprecedented heights.”
Hari Krishnan, MD & Head, Publicis Content stated,
“Gaming is not just a pastime; it’s a cultural phenomenon that has the power to connect people across diverse interests. We are thrilled to have partnered with Hero MotoCorp to pioneer this unique fusion of gaming and the new product launch. The success of the live stream is a testament to the potential of such innovative approaches in the marketing landscape.”
Launched at Hero World 2024, the Hero XTREME 125R combines the agility and versatility of an Xtreme model, with crisply drawn lines, powerfully sculpted surfaces and dynamic proportions. It gives Xtreme 125R an athletic, commanding and imposing appearance. The new Xtreme 125R is available at Hero MotoCorp dealerships in two variants, priced at Rs. 95,000 for IBS and Rs. 99,500 for ABS*. (Ex-Showroom Delhi)
About Publicis Groupe:
The Power of One Publicis Groupe [Euronext Paris FR0000130577, CAC 40] is a global leader in communication. The Groupe is positioned at every step of the value chain, from consulting to execution, combining marketing transformation and digital business transformation. Publicis Groupe is a privileged partner in its clients’ transformation to enhance personalisation at scale. The Groupe relies on ten expertise concentrated within four main activities: Communication, Media, Data and Technology. Through a unified and fluid organization, its clients have facilitated access to all its expertise in every market. Present in over 100 countries, Publicis Groupe employs around 95,000 professionals. In India, Publicis Groupe’s client base is a strong roster of both global and local clients. Our list of clients includes GlaxoSmithKline, Nestle, PepsiCo, Procter & Gamble, Hero MotoCorp, Renault, Citigroup, HDFC Bank, Bharti Airtel, Meta, HP, Loreal, Abbot, Stellantis, Renault, Axis Bank, Zee Entertainment, Ikea, Visa, Beiersdorf, Parle Products, Spotify, and Bajaj Group among others.
Read More: Publicis Groupe ME Appoints Adel Baraja as CEO Of Publicis Communications KSA
In Conversation with EssenceMediacom’s Soumak Banik: Media Insights Unveiled
Embark on an insightful voyage through the media landscape guided by Soumak Banik, the accomplished Managing Director at EssenceMediacom Indonesia. EssenceMediacom is GroupM’s newest and largest agency that is committed to delivering marketing breakthroughs for brands in the new communications economy.
With an impressive 22-year career spanning diverse sectors, from FMCG to luxury, Soumak is a dynamic communicator thriving in high-pressure roles. His cross-functional expertise and strategic acumen shape EssenceMediacom’s innovative approach, establishing him as a luminary in the media and advertising realm. In an exclusive interview, he shares insights from his extensive journey in the Indian and Indonesian markets, offering a unique perspective on the industry’s seismic shifts, Metaverse and booming gaming sector.
Having worked in both the Indian market and as the Managing Director of EssenceMediacom Indonesia, can you share your experiences and your professional trajectory in the media and advertising industry?
Undoubtedly, like many in our industry, I emphasize that we are witnessing major seismic tectonic changes. These times are unprecedentedly exciting – truly the best of times!
In an attempt to align the experiences and exposures of the past two decades with a common understanding, I would liken the trajectory to the fundamental principles of earthly motion—simultaneously involving rotation and revolution. The circular rotation signifies the brand’s axial movement around its centricity to consumers. Concurrently, there is a revolution fueled by the extraordinary evangelism of technology, driven by the digital transformation of consumerism.
In today’s landscape, consumers are markedly more aware, informed, and neutral. They rightfully expect brands to be realistic and merit a genuine choice or loyalty. What ensues is the gravitational pull on brands to adapt – to become more creative and to contextualize their offerings along a helical pathway that aligns with consumer aspirations. Creating brand love has become a more challenging yet thrilling endeavor in our interconnected universe of media.
As a professional working in the Indonesian media market for more than a decade, what are some of the challenges you faced while transitioning from the Indian market to your current role? What shifts have you experienced in the Indonesian advertising sector and its audiences?
Asia is renowned for its rich culture. Most Asiatic countries are more culturally interconnected than diverse, mirroring the unity of their people. Culture is deeply ingrained in the heritage, language, faith, religion, food habits, ethnicity, fashion, tastes, preferences, traditions and values of its communities, people, and races – be it in South Asia or Southeast Asia. In this context, India and Indonesia stand out as prime examples.
Both nations and their respective governments are making massive investments in infrastructure and connectivity, earning them top ranks among global technology giants such as Google, Meta, and other leading Martech companies. India serves as the epicentre for investments in South Asia, while Indonesia plays a similar role for private equity firms in Southeast Asia.
Interestingly, not only are both countries experiencing significant growth in population, demographics, and geographical diversity, but they also share similar traits in consumer habits towards brands. The inquisitiveness of consumers towards information and choices shows striking similarities and is on a growing trend.
In both India and Indonesia, media ad expenditures are growing at a double-digit rate, and rapid digitalization is fueling a profound digital transformation for brands. The Consumer Confidence Index (CCI) is notably higher by 110 points. Digital native brands are championing a departure from traditional marketing methods in sectors ranging from FMCG, e-commerce, and apps to banking and utility services.
Capital investments are reaching record highs in private and emerging sectors. Every day brings new opportunities to understand and learn more about culture, consumers, effective communication, and media utilization. It’s a transformative journey in itself.
You have worked in different sectors, from FMCG, to Automobile to Luxury and Sports. How different or similar were the marketing and strategic plans you employed across these sectors? Has this experience helped you in your current role in any way?
It’s a privilege, and in fact, I feel fortunate to work across various sectors. The experience is an extensive learning journey. Honestly, the world of media and advertising is often filled with jargon. However, every brand, spanning FMCG to luxury to sports, shares a singular objective – driving growth. While some prioritize volume, others emphasize value. What unites brands is the pursuit of Lifetime Consumer Value (LCV). This objective stands as the ultimate milestone, whether it’s in strategy, marketing, communication, media campaigns, or go-to-market strategies.
Once the consumer pathway is meticulously mapped and defined, the focus shifts to effectiveness and efficiency, driving return on investment (ROI). While media choices may vary, encompassing different platforms and utilizing AI for creativity and propelling social commerce, the overarching purpose remains constant – drive growth.
Today, brands are rushing to advertise their products and services in metaverse in order to attract and engage their audiences better. What is the future of this trend in your opinion?
The key to attracting consumers to a brand has always been the platform for creative contextuality. The Metaverse stands out as an extraordinary effort in this direction, offering a dedicated space for Lifestyle, Luxury, Beauty, and Experiential brands. Leading the race are global brands such as Nike, Coke, H&M, LV, Gucci, Burberry, Mars, Forever21, and more. What was once considered a trend or a prospect is now an undeniable reality. The imperative for brands is to act swiftly and immerse themselves in the world of Web3 Technology.
Social media is now accessible to everyone thanks to technological advancements and smartphones. In-stream ads are now used by brands to customize their adverts based on audience. Could you tell us how EssenceMediacom has done this?
Programmatic Media and Dynamic Creative & Content Optimization (DCCO) have reached their pinnacle when it comes to audience targeting and media optimization. Innovative ad formats leveraging technology, ranging from face recognition to AR/VR, are already gaining prominence, with brands actively advocating for their adoption.
One target market that is growing at a rapid pace is the gaming industry. What are your insights about how brands should leverage these audiences to reach their intended audience?
Gaming stands out as the singular sector in digital media experiencing unprecedented growth, surging at a rate of 50% or more year on year across global markets. The evolution of gaming has been nothing short of remarkable, transitioning from a single-window format to now embracing experiential formats. It has traversed the spectrum from niche engagement to reaching a wider audience, ultimately becoming an experiential powerhouse. Notably, content is now navigating its path through gaming, as seen with Netflix launching Money Heist in the gaming realm.
While audience targeting predominantly takes a programmatic approach, brands must now pivot towards enhancing in-game experiences, with creativity playing a pivotal role. The era of banner ads and promotional QR codes in gaming advertising has passed. Experiential marketing in gaming has become imperative for brands to stay ahead in the game.
Can you share some examples of a successful campaign you carried out and the strategic planning that went behind it?
My all-time favourite, and it will always be, is the Vodafone India launch of the Zoozoo campaign in 2009. The campaign featured 44 different creatives addressing 45 different products/services of Vodafone. Remarkably, these 44 creatives were launched in 45 days – unveiling one new creative every day, culminating with the simultaneous release of all 45 creatives on the last day! This extensive campaign spanned 36 newspapers, 104 TV stations, 38 radio stations, all digital platforms, 1000+ OOH placements, and even made its mark in sports during IPL 2. Merchandising extended across 3000 Vodafone stores and apparel retailers.
It’s been more than 14 years, and yet Vodafone continues to incorporate Zoozoo in some of its campaigns in India. Such is the enduring recall and stature created by the Zoozoo campaign.
If given a chance to visit either the past, present or future, which one would you choose and why?
As always, the Present. It’s the best time ever.
