Gaming
Tapping the Untapped: How the Indian Esports Industry is Reaching Out to a New Market for Brands
Mumbai: The esports industry in India has been on rapid growth over the past few years, with a growing number of gamers, esports enthusiasts and game developers across the nation. Esports, which refers to competitive gaming, has emerged as a mainstream form of entertainment, attracting millions of viewers, and generating significant revenue globally. In India, the esports industry is estimated to be worth over $2.5 billion by 2025, and brands are increasingly recognizing the potential of this untapped market to reach out to a diverse and engaged audience.
Although esports and online gaming have been around for some time, there has been a recent surge in interest from investors, developers, and gamers alike. Contrary to popular belief, the last decade has seen a significant increase in the popularity of esports, particularly among millennials and GenZ in India. As a result, brands are taking notice and showing more interest in the industry. Investors and developers are leveraging the growing popularity of esports and online gaming to potentially reap lucrative returns. This trend reflects the evolving landscape of the gaming industry and its increasing appeal to both players and investors in India.
One of the key reasons why the Indian esports industry is attracting attention from brands is its massive and diverse audience base. Esports appeals to people of all ages, genders, and backgrounds, and it has a particularly strong following among the youth population. According to reports, around 90% of esports enthusiasts in India are aged between 15 and 26 years, and this demographic presents a lucrative market for brands looking to engage with the younger generation.
Brands are leveraging the immense popularity of esports among the 15 to 26-year-old age group by utilizing various marketing channels to connect with this audience. One highly effective approach is through sponsorships and partnerships with esports tournaments, teams, and players. Tournaments like the Indian Gaming League (IGL), ESL India Premiership, and Challenger League South Asia draw in millions of viewers, providing a prime opportunity for brands to showcase their products and services to an actively engaged audience. Brands can opt to sponsor entire tournaments, teams, or individual players, gaining visibility through logos on jerseys, banners, and social media promotions. This allows brands to raise brand awareness, expand their reach, and establish meaningful connections with potential customers.
Most of the brands are working with influencers and content creators in the esports industry, apart from sponsorships, to establish connections with their desired audience. Esports influencers and content creators have a substantial following on platforms like YouTube and Instagram and wield significant influence over their fans’ purchasing choices. Brands are partnering with esports influencers to produce sponsored content, such as gameplay videos, reviews, and tutorials, which enable them to showcase their products or services in a genuine and captivating manner. This approach helps brands access the esports community and foster brand loyalty among gamers.
Another avenue that brands are exploring in the Indian esports industry is product placement and in-game advertising. Esports tournaments and games provide opportunities for brands to feature their products or services in the virtual world, reaching a captive audience. For example, a brand could have its logo displayed on virtual billboards within the game or have its products integrated into the gameplay itself. This form of advertising allows brands to seamlessly integrate their offerings into the esports experience and create memorable brand associations with gamers.
Furthermore, brands in the Indian esports industry are also exploring product placement and in-game advertising as marketing avenues. Esports tournaments and games offer opportunities for brands to showcase their products or services within the virtual world, reaching a captive audience. For instance, brands can have their logos displayed on virtual billboards in the game or integrate their products into the gameplay. This type of advertising enables brands to seamlessly integrate their offerings into the esports experience, creating lasting brand associations with players.
In conclusion, brands are recognizing the growth potential of esports as a spectator sport and are capitalizing on it. Esports tournaments draw millions of viewers online and offline, with esports gaining mainstream popularity as a form of entertainment. Brands are leveraging this trend by sponsoring esports broadcasts, creating branded content, and running advertisements during live streams or on social media platforms. In India, the viewership of esports is projected to grow significantly, offering brands a vast opportunity for reach and engagement.
The author of this article is Orangutan co-founder Jai Shah
Gaming
MTG gaming chief Benninghoff joins NODWIN board as esports firm primes for IPO
The Gurugram-based esports firm is pursuing a public listing, has returned to profitability and is growing revenues by 42 per cent
GURUGRAM: NODWIN Gaming is moving fast. The Gurugram-based gaming and esports company has launched a pre-IPO fundraising round, appointed UBS as lead adviser for both the round and a subsequent public listing, and landed a heavyweight board director, all in one go.
The new board member is Arnd Benninghoff, executive vice president of gaming at Stockholm-listed Modern Times Group (MTG), who has overseen the group’s strategic investments and portfolio growth since 2014. He is no stranger to building things: Benninghoff has founded and built fifteen companies, served as chief digital officer at ProSiebenSat.1 Media AG, managing director of SevenVentures, and chief executive of Holtzbrinck eLAB. He began his career as a journalist at Deutsche Presse Agentur and various TV networks, holds a Diplom-Kaufmann in business and administration from the University of Münster, and previously sat on the board of Edgeware AB.
The numbers back the ambition
NODWIN is not pitching a story without substance. The company has returned to EBITDA profitability and posted a 42 per cent year-on-year revenue surge, reaching $58.5m in the first nine months of FY2026. The pre-IPO round will combine a primary issuance to fund global expansion through organic growth and acquisitions, alongside a secondary sale to give existing shareholders some liquidity.
Akshat Rathee, co-founder and managing director of NODWIN Gaming, said Benninghoff understands “the entire lifecycle of the gaming and media ecosystem, from the boots-on-the-ground reality of building startups to the strategic complexity of managing multi-billion dollar global portfolios.”
Benninghoff, for his part, said the company “sits at the intersection of sports, entertainment, and technology, making it one of the most exciting players in the global gaming landscape today.”
A portfolio built for the global south
Founded in 2014 by Rathee and Gautam Virk, NODWIN has quietly assembled one of the more compelling esports portfolios outside the Western hemisphere. Its properties include DreamHack India and Comic Con India, and it recently acquired StarLadder, the Ukraine-based tournament organiser behind premier events in CS:GO and Dota 2. The company also serves as a long-term strategic marketing partner for the Evolution Championship Series (EVO), the world’s most prominent fighting game tournament, helping push it into new geographies.
Its geographic focus spans South Asia, Central Asia, Southeast Asia, the Middle East and Africa. Backers include Nazara Technologies, KRAFTON, Sony Group Corporation, JetSynthesys, and the founders’ investment vehicle Good Game Investments.
What comes next
With UBS running the books, a board freshly reinforced with European media and gaming expertise, and revenue heading in the right direction, NODWIN is laying the groundwork deliberately. The esports industry has burned investors before with big promises and thin margins. NODWIN’s return to profitability, combined with a real portfolio of owned intellectual properties across gaming, music and youth culture, gives it a more credible runway than most. The IPO clock is now ticking.
