Gaming
dentsu’s ‘Fame for the Game’ report: The place of brands in the gaming economy
Mumbai: Brands can gain a lot of value from their participation in the gaming economy. dentsu Gaming has published its ‘For the Game’ report in association with AnimationXpress.com which surveys how brands play a vital role in the gaming culture.
This report discovers how brands can position themselves in the gaming culture, be accepted by gamers, and resonate with them. Gamers evaluate brands not only based on their products and marketing but also on their involvement in the gaming experience and community.
According to CCSxGWI data, people can have conflicting feelings about brands’ presence in gaming. On one hand, 32 per cent of respondents believe it is acceptable for brands unrelated to esports to sponsor teams or events. In contrast, intrusive pop-ups and ads are a major source of annoyance for 27 per cent of users.
Responding to gamers’ motivations and frustrations is one of the most effective ways to add value to the gaming experience or community.
With 61 per cent of respondents believing that women should be encouraged to play games, brands can sponsor female streamers to promote a more diverse and inclusive space.
When a game becomes too expensive to progress, 28 per cent of respondents are frustrated, and 23 per cent are frustrated when game interest declines.
With the meteoric rise of streaming, gaming has moved beyond the realm of individual play to engage audiences. It has evolved into a primary channel for vibrant fandoms, a culture-shaper, and a source of limitless opportunities for marketers.
Media is a powerful vector for brands looking to connect with gaming audiences and better align with gaming culture.
Brands can actively shape gaming culture by designing or co-designing immersive experiences that leverage innovative technology, their intellectual property, and the intellectual property of renowned gaming third parties.
The report suggests that brands must genuinely understand gamers, starting with their motivations. Rather than rushing in, a brand should take incremental steps to build a durable and credible presence for the community, bringing value through experiences both within and outside games. Successful brands are the ones that learn from and evolve with this always-changing world.
Gaming
Skyesports, GodLike Esports sign MoU with Maharashtra Cyber
Partnership promotes esports growth and cyber hygiene across the state.
MUMBAI: Skyesports and Godlike Esports just teamed up with Maharashtra Cyber because when you’re levelling up gaming in India, even the police want to join the squad. Skyesports, India’s leading esports and gaming IP builder, and premier organisation Godlike Esports have signed a Memorandum of Understanding (MoU) with Maharashtra Cyber, the state’s nodal cyber security office, to foster esports development while embedding cyber hygiene and online safety practices across Maharashtra.
The agreement, formalised during a closed-door meeting in Mumbai, aligns with the state’s push to grow the orange economy and positions Maharashtra as a rising hub for digital gaming and esports. It emphasises responsible participation, cyber awareness and safe digital conduct among gamers and youth.
Under the MoU, Skyesports will organise and promote tournaments and community initiatives infused with cyber hygiene messaging. GodLike Esports will contribute through professional player mentorship, community engagement and awareness programmes encouraging positive behaviour. Maharashtra Cyber will support safety campaigns and promote responsible online practices within the ecosystem.
Skyesports founder and CEO Shiva Nandy said, “The growth of esports requires strong collaboration between the industry and government stakeholders. This MoU with Maharashtra Cyber represents an important step toward strengthening Maharashtra’s esports ecosystem through responsible gaming initiatives and grassroots engagement.”
Maharashtra Cyber additional director general of police Yashasvi Yadav added, “As esports continues to grow rapidly among young audiences, it is equally important to promote safe and responsible digital practices within the gaming ecosystem.”
Godlike Esports, founder Chetan “Kronten” Chandgude noted, “The true growth of esports in India lies in strengthening its roots at the grassroots level. This collaboration will support the state’s vision of building a strong and sustainable esports ecosystem.”
Eyrie Entertainment will cover and amplify Maharashtra Cyber’s cyber awareness activities across events and campaigns.
The partnership reflects a forward-looking effort to nurture Maharashtra’s esports talent pipeline while ensuring rapid growth is matched by strong digital safety guardrails. Further initiatives, tournaments and outreach programmes are expected to be announced soon.
In a state where gaming is levelling up faster than broadband speeds, this MoU isn’t just paperwork, it’s a power-up that turns players into safer, smarter pros, one secure headshot at a time.
