Asian Games 2023: No medals for Indian esports, but brands still shoot their shots

India racked up a historical tally of 107 medals at the recently concluded Asian Games 2022, held in 2023 in China, its highest ever number of medals. Another historic first was that this is the first Asian Games that featured esports as a medal sport.

And while India didn’t come home with any medals in that particular segment, the burgeoning gaming industry back home still saw it as a win, as their participation alone has significantly increased the marketability and endorsement opportunities for the entire gaming community. Being on this prestigious international stage has boosted the visibility of India's gaming talents worldwide, capturing the attention of brands and potential sponsors.

For Ashwin Suresh, Founder, Loco, the debut of eSports at the Asian Games was a major step forward for the industry, and it has had a significant impact on the profile and marketability of eSports athletes. “The event is watched by millions of people around the world, and it has helped legitimize eSports as a competitive sport. For Indian eSports athletes, the Asian Games was a unique opportunity to showcase their skills on a global stage. Their participation in the event has helped raise their profile and attract the attention of sponsors and brands,” he says.

The gaming industry, driven by an \engaged audience, has become a fertile ground for brand advertising. According to the Dentsu X Loco report, the global gaming revenue is estimated to surge to $475 billion by 2027, promising a bright future for advertising within gaming platforms. The industry is poised for explosive growth, projected to achieve $500 billion in revenue by the same year with a remarkable CAGR of 9.5%.

Moreover, the wealth of data generated by the mobile gaming sector serves as a goldmine for advertisers. “This data enables precise targeting based on factors such as age, geography, gender, device, language, and interest groups, allowing brands to reach their ideal audience and optimize their return on investment. Brands like KFC, Gillette, H&M, ICICI, Beardo, EaseMyTrip, and many others have already experimented with this evolved tactic to reach out to their target audience,” says Suresh.

“What's truly remarkable is how this event showcased India's diversity across various gaming titles, creating multiple avenues for brands to invest in and connect with different demographics of PC and console gaming. It's an exciting time, as we anticipate a surge in investments in India's eSports sector from various corporates and conglomerates with a track record of supporting sports in the country,” says Animesh Agarwal, Founder & CEO, 8Bit Creatives, and Co-Founder of S8UL.

Suresh says that within this thriving ecosystem, various stakeholders present distinct monetization opportunities. “Loco, for instance, offers in-app advertising and value-added services for brands to capitalize on this growing trend. Mobile gaming, especially on popular titles like Free Fire, BGMI, Call of Duty, among others, witnesses an average user engagement of over 60 minutes daily. Advertisers are drawn to this substantial user base and the significant level of user interaction.”

 Rohit Agarwal, Founder and Director, Alpha Zegus, has a slightly different take on the subject. “Marketability and endorsement opportunities for e-athletes do not work in the same fashion as mainstream players and content creators. This is similar to the difference between Olympic players and World Cup players, where pay and fame work very differently. However, as a bigger picture, India’s presence at the Asian Games is a big plus point for us in terms of shifting the whole ecosystem into the limelight.

Brand endorsements of esports players highly depend on the stage at which they are playing and their success on that stage. While this is key, experts agree that esports athletes also need to make more public appearances more often in order to increase their brand value. And consistent tournament success showcases reliability and skill, while engaging in content creation. 

“Many successful eSports players today also embrace the role of content creators, a practice we encourage within Team SOUL. This entails live-streaming gameplay, offering game mastery insights, and engaging with the gaming community on streaming platforms, ultimately cultivating a dedicated fanbase within the Indian gaming scene,” says Animesh.

 This loyal following often makes players more enticing to brands looking to connect with specific target demographics. In essence, consistent tournament achievements and creative content production are the twin pillars through which eSports athletes can capture the interest of brands and endorsements.