Nodwin Gaming, a pioneer in the esports sector, has made some outstanding strides in the previous year, paving the way for new avenues for the Indian esports market to expand in terms of culture, accessories, and grassroots initiatives. It will broadcast the Battlegrounds Mobile India (BGMI) Masters Series in prime time from June 24, 2022, to July 17, 2022, thanks to a partnership with Star Sports Network.
Akshat Rathee, Co-Founder and Managing Director of Nodwin Gaming, speaks with Adgully about why he is still optimistic about esports and how it will take over Indian prime time television. Excerpts:
What have you noticed about the expansion of e-sports in Tier 2 and Tier 3 markets?
Everybody in Bharat in our nation’s major cities participated in eSports. Similar to how big towns dominated test match cricket before the advent of T-20, where players from Ranchi and Assam alike rose to fame thanks to their performances. Regarding esports participation from smaller cities in our nation, I believe the same is true.
Why are esports prepared for the big time?
It’s like to claiming that football or “Kyunki Saas Bhi Kabhi Bahu Thi” are prepared for prime time. Since sports and esports have been blending the lines, we are airing it at prime time because we believe there is enough affinities among the target audience and in sports enthusiasts. Actually, this is going to be very fantastic. We were unaware that people also posted Kabaddi to determine whether there was a passion for the sport. There are sufficient clues to conclude that it would.
How does the BGMI Master Series become the newest hotspot for brands?
Through a push, The Master Series provides businesses with the chance to be exposed to Glance, which is present on hundreds of millions of phones in our nation. They can also be found on Loco, where the gaming community is located, and Star Sports, where the IPL is located. Brands now receive places based on sponsorship as well as “Man of the Match” and other comparable line item placements.
What changes do you expect to see in India’s brand associations and advertising landscape as a result of esports?
There are established brands that are frequently linked to esports. These are the people who produce cellphones, headphones, and other gaming and esports-related technologies. I believe that the emergence of the youth TG, which is what Nodwin is currently focused on, has made it possible for groups of individuals who are often media-dark, such as 16 to 24 year old lads, to be successfully targeted by brands on both linear and digital platforms at the same time. Typically, brands have an ATL budget, a BTL budget, a digital budget, and then when we used to go out, another budget.
Follow and connect with us on Facebook, LinkedIn & Twitter
