Gaming
Game set match Lightfury plays a straight bat on the global stage
MUMBAI: Cricket may be played on grass, but its next big contest is clearly being lined up on screens. Lightfury Games, India’s emerging AAA-focused game-tech studio, has struck partnerships with two of the sport’s most storied properties, The Ashes and Australia’s Big Bash League, marking a rare global breakthrough for an Indian gaming company. The associations signal Lightfury’s intent to build a cricket gaming franchise with genuine international ambition, led by its upcoming esports title E-Cricket.
The collaborations doubled up as a global unveiling platform for LightFury’s refreshed E-Cricket logo, which debuted during live tournament broadcasts. The new identity adopts a sharper, more athletic design language, mirroring the studio’s shift from early-stage development into a more assertive, outward-facing phase focused on scale, competitiveness and global relevance.
Visibility was not symbolic alone. Lightfury featured through virtual pitch mat integrations during live match broadcasts, embedding the E-Cricket brand directly into globally followed cricket events. The on-air placements delivered exposure across key cricket markets, including Australia and England, positioning the Indian studio within the visual grammar of elite international sport rather than niche gaming spaces.
For LightFury, the associations represent more than branding wins. They mark a meaningful step into the global cricket ecosystem, aligning the studio alongside established sporting platforms as it works towards creating a long-term, internationally competitive cricket gaming IP rooted in India. The move underscores how Indian studios are increasingly looking beyond domestic audiences to build franchises designed for worldwide play.
Commenting on the development, Lightfury Games CEO and co-founder Karan Shroff said cricket deserves a world-class competitive gaming title with global reach. He added that E-Cricket is being built as a high-fidelity, skill-driven experience, with expansion plans firmly focused on major cricket markets such as Australia and England.
Taken together, the Ashes and BBL associations reflect the payoff from Lightfury’s early groundwork and signal the beginning of a broader global rollout. As the studio edges closer to introducing E-Cricket to international audiences, the message is clear: India is no longer just exporting cricket talent on the field, but is increasingly shaping how the game is played in the digital arena too.
Gaming
Konami concludes successful eFootball India campaign
Campaign featuring Rinku Singh, Varun Chakravarthy and other stars boosts engagement ahead of FIFA World Cup 2026.
MUMBAI: When cricket meets football in the virtual world, even the biggest fans can’t help but score and Konami’s latest eFootball campaign in India has clearly hit the back of the net. Konami Digital Entertainment has successfully wrapped up its India campaign for eFootball, which brought together cricketers Rinku Singh and Varun Chakravarthy, actors Naslen Gafoor and Chandu Salim Kumar, and footballers Sahal Abdul Samad and Shubhasish Bose. The multi-star campaign generated strong excitement across gaming, football, and creator communities through social content, fan participation, and in-game engagement.
Building on the initial launch that featured a limited-time Lionel Messi card, the campaign united fan communities, lifestyle creators, football creators, and competitive eFootball influencers. It significantly expanded the game’s visibility and deepened engagement with fans across the country.
The campaign also saw thousands of entries submitted as part of its social media engagement challenge, reflecting high levels of community enthusiasm and active creator involvement.
Looking ahead, Konami plans to build on this momentum with more eFootball experiences for Indian fans as the FIFA World Cup 2026 approaches. With global attention on the tournament set to rise, India will remain a key market for deepening community engagement and bringing fans closer to the action.
In a country that lives and breathes sport, Konami has shown that mixing real-world stars with virtual thrills is a winning formula leaving fans eagerly waiting for the next goal.
