iWorld
Rooter signs on top YouTuber Lokesh Gamer in an exclusive long-term streaming deal
Mumbai: Game and esports content platform Rooter has signed an exclusive long-term deal with streamer Lokesh Raj Singh, popularly known as Lokesh Gamer. Going forward, the YouTube star will live stream all of his gameplay—including his Free Fire matchups—exclusively on the Rooter platform. The association further strengthens Rooter’s presence in India’s game streaming space, which is currently estimated to have more than 400 million gamers. More importantly, it moves the platform one step closer to its vision of building the largest and most engaging gaming content library for Indian esports enthusiasts and game streamers.
Rooter currently hosts streamers, including most of India’s biggest esports teams (Godlike, Orangutan Gaming, and more) as well as 30 upcoming esports teams. In recent months, it has also signed deals with popular streamers such as Jonathan, Shreeman, Neo, Rox, and more, increasing its repository of top gaming content. Its association with Lokesh, who has over 15 million subscribers on his gaming channel, marks another stellar addition to the growing cast of gaming streamers on the platform.
Rooter co-founder & COO Dipesh Agarwal said, “The market for live game streaming and game-based content creation as a medium of entertainment has exploded over the last few years. As the largest and most preferred game streaming platform in India, our aim is to be the destination for the most engaging and interactive content experiences. We have been strengthening our tech capabilities and product features, which have attracted many popular streamers and tonnes of fans. Bringing top creators like Lokesh on board is another step towards our long-term goal of becoming the de facto live streaming and engagement platform for Indian gamers and gaming enthusiasts.”
Lokesh Gamer said, “Rooter has built a strong presence in the Indian live game streaming space in the last few years. With several interesting product features like the capability of directly streaming from the app, personalised user feeds, and monetization models, they’ve created great opportunities for content creators to grow and fans to enjoy engaging content on the platform. I am excited to partner with Rooter and look forward to interacting with their strong gaming community and delivering entertaining live streams.”
User interest in game streaming on Rooter has increased significantly; nearly 120k hours of gaming content are streamed every day on the platform, attracting over 70 lakh daily views.
The company added that top streamers have also seen their follower base increase drastically since beginning their streaming operations on Rooter. For instance, in just six months of streaming on Rooter, popular creators like Jonathan and Shreeman Legend have built a follower base of one million on the platform. Other popular Rooter gamers, like CeltzRoxx, have also posted healthy growth in key metrics, with an eight per cent week-on-week increase in their follower count.
iWorld
Warner Chappell Music launches India ops, Jay Mehta to lead unit
WMG shifts to direct model, unifying publishing and recorded music
MUMBAI: Warner Chappell Music has officially launched direct operations in India, marking a strategic shift by parent Warner Music Group to deepen its presence in one of the world’s fastest-growing music markets.
The move replaces the company’s earlier sub-publishing model with a full-fledged, on-ground operation, aimed at giving Indian songwriters stronger access to global networks, rights management tools, and creative infrastructure.
To lead the push, Jay Mehta has been handed an expanded mandate. Already serving as managing director of Warner Music India, Mehta will now oversee both recorded music and publishing across India and neighbouring South Asian markets, effectively bringing the two sides of the business under one roof.
The unified structure is designed to streamline how artists and songwriters work with the company, offering a more integrated ecosystem that spans compositions, recordings, and global distribution.
Warner Music Group managing director, recorded music and publishing, India and SAARC Jay Mehta said, “India’s songwriters are world-class, constantly redefining genres and pushing creative boundaries. By establishing a direct footprint for Warner Chappell, we’re bridging the gap between local brilliance and global opportunity.”
The timing is no coincidence. According to CISAC, creator collections in India jumped 42 per cent year-on-year to Rs 7 billion in 2024, while IFPI ranks India as the 15th largest recorded music market globally. At the same time, the industry is undergoing a structural shift, with independent and non-film music gaining ground over traditional Bollywood soundtracks.
Warner’s bet is that a direct presence will help it capture this changing dynamic. The company is also offering India-based creators access to its proprietary tools, including AI-powered royalty matching systems and real-time analytics platforms, aimed at improving transparency and earnings visibility.
Warner Chappell Music co-chair and CEO Guy Moot said the move is about shaping a publishing ecosystem that “works for creators and ensures their music is heard, protected, and rewarded everywhere.”
Meanwhile, Warner Music Group CEO Robert Kyncl underlined India’s importance to the company’s global strategy, noting that the new structure creates a “unified powerhouse” for both creators and audiences.
With local studios, global reach, and tighter integration across its business lines, Warner is clearly doubling down on India. And as streaming habits evolve and independent music rises, the company is positioning itself to be not just a participant, but a key architect of the country’s next music chapter.
