Animesh Agarwal, Founder and CEO of 8bit Creative, himself a former e-sport athlete, points out that the development of the gaming was built on three strong pillars- gamers, the ecosystem and the infrastructure. Audience are eager to consume gaming contents, so the production house and gaming creators are coming up with contents format like documentaries, web shows and creative streams for entertainment and interaction and takes to next level. This will further increase the percentage of the population participating in gaming.
Sharing the similar view, Faraz Sayed, Director of media planning at Carat India, says that due to its “always-on” nature, e-sport offers ongoing opportunities to create values for brands. Competitive players often stream during the “off-season” as they try to improve and prepare for the upcoming tournament.
Mitesh Kothri, CO-Founder and CCO of White Rivers Media believes that every platform, big or small, seeks to drive engagement and grows its user base by collaborating with professional gamers is a way to go, and exclusive partnership is just the beginning of the Indian gamers have been waiting for.
Brands are creating engagement platforms with fans, athletes and teams to help them reach the fan community and execute brand recommendation faster. Meanwhile, for gamers, casual fan engagement is currently limited to fan interaction in streams, social media and a few LAN events.
Bhansali said that partnering with brands can increase fan interaction in concrete ways. For example, the e-sport fantasy concept transforms an avid fan from a passive spectator into an active team leader, the one who can create their own fantasy team of real gamers and earn cash or prizes based on the actual performance of the selected player all over the world.
Kothari points out that it’s truly a win-win situation for the all involved by saying that the without a doubt influencers are one of the most powerful marketing agent nowadays. They provide unique human connection that helps brands to connect with their viewers and build loyalty. In this multi-billion-dollar industry, with these deals, while pro-gamers and e-sports athletes enjoys the lucrative fruits, brands can reach audiences, attract more traffic and interact with the audience in creative ways.
Animesh Agarwal says that may parents have started to encourage their kids to pursue as a career option since at international events like Commonwealth Games, Asian Games, and soon Olympics, gaming and e-sports has become competitive event, which shows this field has chances for success. He also added that the Trinity Gaming will soon be hosting an outreach program at colleges and universities to engage the next generation of creators and professional gamers.
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