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
IICT signs three MoUs to boost AVGC-XR and esports
Partnerships with Zenfluencers, Yologram and Eruditio at Chennai Gaming Show 2026 strengthen education, XR innovation and nationwide talent outreach.
MUMBAI: IICT has just levelled up the game in a big way. The Indian Institute of Creative Technologies signed three strategic Memorandums of Understanding on 17 April 2026 at the CII Summit FX – India Gaming Show in Chennai, forging alliances with The Zenfluencers, Yologram Style Pvt. Ltd. and Eruditio Consultants to accelerate India’s AVGC-XR ecosystem.
The tie-ups combine IICT’s strengths in education, skilling and research with specialist expertise across esports, immersive technologies and large-scale outreach.
- With The Zenfluencers, IICT will roll out globally benchmarked esports programmes, including joint certification courses, industry workshops, tournaments and masterclasses, creating clear career pathways across the full esports value chain.
- The partnership with Yologram Style Pvt. Ltd. focuses on gaming, immersive storytelling and extended reality (XR), delivering industry-aligned curriculum, faculty mentorship, student showcases and collaborative research in immersive AI and virtual production.
- Collaboration with Eruditio Consultants targets awareness, accessibility and career alignment, with nationwide counsellor training, institutional engagement and structured guidance frameworks to reach students beyond Tier-1 cities.
IICT CEO Vishwas Deoskar said, “As the AVGC-XR sector evolves at a rapid pace, strong collaborations between industry and academia are essential. These partnerships will create meaningful impact across education, innovation and outreach.”
Yologram Style Pvt. Ltd. founder Aditya Mani added, “AI-driven creator worlds are transforming games into engines of culture, commerce and careers. Together we aim to empower a generation to build immersive futures.”
Eruditio Consultants founder Indrajit Ghosh noted, “This is not just about awareness, it is about building a structured ecosystem that connects aspiration with opportunity.”
The Zenfluencers CEO Atharva Gupta said, “This MoU is a big unlock moment for the esports ecosystem in India. We’re building a structured pipeline for talent across the full stack.”
By bringing together academia, industry leaders and ecosystem players, IICT is creating scalable models that blend cutting-edge skills with real-world relevance. In a sector racing toward the future, these three partnerships ensure India’s next generation of creative technologists won’t just keep up, they’ll set the pace.
