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International Creators Day 2024: Inside the rise of India’s top gaming creators and their path to stardom
Mumbai: In India, content creation is experiencing a remarkable surge, especially on digital platforms where creators are finding new avenues for expression and audience connection. According to the latest ‘State of influencer marketing in India’ report by EY, influencer marketing is set to surge by 25 per cent in 2024, reaching INR 2,344 crore and projected to hit Rs 3,375 crore by 2026.
Among these creators, gaming influencers are emerging as key players in driving the growth of the creator economy. The ‘India Gaming Report 2024 – Robust Fundamentals To Power Continued Growth’ states that India’s gaming content creation community has exploded, with a staggering 300,000 creators and streamers and an audience of over ~600 million users.
On the occasion of International Creators Day, let us take a look at five gaming creators who have rapidly ascended to prominence in the country’s gaming content landscape and captured the attention of audiences nationwide through their innovative as well as captivating content, distinct styles, and personalities. These gaming influencers have garnered noteworthy viewership, engagement, and ROI, establishing themselves as leading figures in the gaming community.
Raj Varma aka Snax
Raj Varma, also known as Snax, initially gained fame as an Esports athlete and has represented India at the ‘PUBG Mobile World League 2020: East.’ Transitioning to a gaming creator, his streams and content on games such as Valorant, BGMI, and Among Us have positioned him as one of the country’s most notable gaming creators.
Alongside focusing on improving content quality and viewer engagement, staying authentic has been key to Snax’s success, as he believes it results in better engagement with his audience. Consistency, entertainment, and trend-following have helped him build a strong and engaged audience base with over one million followers on Instagram and YouTube.
Parv Singh aka SOUL Regaltos
Similar to Snax, Parv Singh or SOUL Regaltos, also rose to fame as an Esports athlete, competing at multiple global tournaments for India. The 23-year-old has established himself as a leading gaming creator in India with one million followers on Instagram and surpassed the two million mark on YouTube.
The Delhi-born gamer streams games such as Call of Duty, Minecraft, GTA V, and BGMI and has the highest peak concurrent viewership amongst other fellow creators. SOUL Regaltos has also witnessed significant growth in monthly active users over the past year by utilizing a cross-platform strategy for content sharing and promotion, enabling him to understand the audience’s preferences and tailor content to meet their expectations.
Kaashvi Hiranandani aka KaashPlays
Being one of India’s leading female gamers, Kaashvi Hiranandani has emerged as a force to be reckoned with in India’s gaming content scenario. Popularly known as KaashPlays, she predominantly streams and curates content on BGMI.
The 26-year-old has accumulated over one million fans on Instagram and YouTube since joining 8Bit Creatives, India’s leading gaming influencer talent management agency which has played a pivotal role in her ascent to the top. The core strategy behind her growth has been prioritizing consistency, creativity, and audience feedback, to develop a loyal community of viewers across various platforms.
Salman Ahmad aka 8Bit Mamba
Experiencing a journey filled with challenges and triumphs, Salman Ahmad, also known as 8Bit Mamba, has cemented his position as a prominent gaming creator in India. The 30-year-old has 523k followers on Instagram and more than 1.39 million subscribers on YouTube.
Attaining a substantial viewership on his streams on BGMI, GTA V, and Among Us alongside other games, 8Bit Mamba has witnessed remarkable growth in engagement and brand deals. His commitment to staying abreast of trends, coupled with infusing creativity into his content, has contributed to his consistent growth in both viewership and audience base.
Gulrez Khan aka JokerKiHaveli
Gulrez Khan, widely recognized as JokerKiHaveli, has become a well-renowned name within India’s gaming community with over 284k followers on Instagram and more than 726k subscribers on YouTube. The 30-year-old streams games such as Grand Theft Auto (GTA) V, Valorant, Among Us, and BGMI Indian audience.
His viewership has skyrocketed after joining 8Bit Creatives which is also a testament to the effectiveness of his unique content strategies. JokerKiHaveli has attracted a dedicated audience base by not only making use of stand-out thumbnails, and titles but also embracing innovative content formats like public challenges and bootcamp vlogs.
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Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
