According to expert forecasts, ad spends from the industry (esports and gaming) are expected to touch upwards of Rs 1,000 crore in 2021. Image: Shutterstock
Gaming and esports platforms are turning into major advertisers as they focus on not just customer acquisition but also spreading awareness for mobile gaming and esports in India.
Brands such as Junglee Rummy, Ace2three, Nazara Technologies’ NODWIN Gaming and many others are spending more than 80 percent of their marketing budget on advertising to create buzz and get more people to on board their platforms.
“Net investment in the gaming category during 2020 alone surpassed the total figure over 2016-2021,” says Shrenik Gandhi, co-founder and CEO, White Rivers Media. The agency works with India’s largest gaming platform Dream11, which is also the first Indian gaming company to become a unicorn.
Gandhi notes that as another set of investors stand prepared to pour funds into the category, “Leading players in esports and gaming are spending heavily on marketing and product R&D, while the smaller and mid-sized players are exploring higher ROI marketing solutions in their category.”
Putting TikTok super influencers in the game
Brands such as Dream11 which have been advertising on television, are also investing heavily in content creation. While the platform already has celebrities such as cricketers Rohit Sharma, MS Dhoni, Shikhar Dhawan, Hardik Pandya and Shreyas Iyer advocating their offerings, they also recently roped in international social media sensation Khaby Lame.
Lame, the Senegalese-born TikToker based in