Amping up equality: Ampverse’s Ashwin Haryani breaks barriers for women gamers

Ampverse stands at the forefront of the gaming ecosystem and marketing services in Southeast Asia, driving innovation to engage with gaming communities. With a focus on gaming IPs, social communities, and groundbreaking marketing solutions, Ampverse has become a key player in the Southeast Asian gaming landscape, catering to a regional population of over 600 million people.

In this exclusive interview with Adgully, Ashwin Haryani, Country Head - India, Ampverse, sheds light on Ampverse’s commitment to supporting women in the gaming industry. Recognising the power of representation, Ampverse actively collaborates with female gamers, content creators, and entrepreneurs. Beyond visibility, the company provides resources, mentorship, and support to empower aspiring women in gaming.

Could you provide an overview of Ampverse and its role in the gaming industry, especially in the context of Asia?

Ampverse is a prominent gaming ecosystem and marketing service in Thailand and Southeast Asia, committed to leveraging innovative approaches to engage with the gaming community. It focuses on cultivating a vast gaming network and intellectual property (IP) foundation, establishing itself as a significant player in Southeast Asia’s gaming landscape.

Its primary focus includes:

• Gaming IPs and communities: With ownership and management of esport teams, social communities, original content formats, and esports event IPs, Ampverse is the industry leader in SEA’s esports market. We are a dominant power in the industry, with a regional population of over 600 million people. Our social communities encourage participation and friendships, while our esports teams thrive in competitive gaming. We create valued tournament intellectual property and innovate with captivating content.
• Ampverse marketing solutions: Our all-inclusive solutions, which include KOL marketing, content development, event activations, and brand collaborations, are transforming the esports influencer marketing scene in Thailand and the Southeast Asian region. Our strategy approach uses compelling content and real-world storytelling to link businesses with the gaming community. We increase brand recognition and affinity through innovative activities and strategic partnerships.
• Ampverse Lab: We provide marketers with tech solutions that leverage sophisticated algorithms and data-driven insights to enhance tactics and provide meaningful outcomes. Our cutting-edge gaming offers include NFT capabilities that convert consumers on the web, in-app, and on the chain, user engagement tools, and game marketing technology.

In summary, Ampverse plays a pivotal role in encouraging brand engagement within the gaming community, facilitating strategic marketing partnerships, and developing and managing esports talent to elevate the gaming industry in the region.

The gaming industry has been witnessing the emergence of women gamers and entrepreneurs. How has Ampverse been involved in promoting and supporting women in gaming?

Ampverse is dedicated to supporting and promoting women in the gaming industry. We believe in the power of representation, which is why we actively engage and collaborate with female gamers, content creators, and entrepreneurs. Through partnerships and initiatives, we offer these women greater visibility and opportunities in the industry, empowering them to excel.

Our commitment extends beyond representation. We provide resources, mentorship, and support to aspiring female gamers and entrepreneurs. By offering guidance and assistance, we're working to establish a strong foundation for their success in the gaming space.

What trends have you observed in the gaming industry that highlight the increased participation of women in gaming, whether as players or content creators?

We’ve observed significant trends showcasing the increased participation of women in gaming. Over the years, we’ve seen a growing number of women actively engaging in gaming, not only as players but also as content creators. The rise of women-centric gaming communities, forums, and events has contributed to a more inclusive gaming landscape.

You must have heard the recent news of the inclusion of only a female squad at the World Esports Championship. And the best part about this is our Indian female CSGO squad qualified for it and they performed their best. Additionally, female streamers and content creators are gaining recognition and influence, helping diversify the gaming space.

These trends reflect a fundamental shift in the perception of gaming as a male-dominated activity. With more representation in the gaming community, women have become more visible and influential. This increased visibility has led to a surge in women gamers and content creators, enriching the gaming world with diverse perspectives and innovative content.

The evolution of game narratives and character representation has also contributed to greater female participation. Games are increasingly portraying diverse characters, offering more relatable and empowering roles for female players. As a result, more women are joining the gaming community and expressing their creativity through content creation and streaming.

Could you share some insights from Ampverse’s experience and data on the engagement of women in the gaming ecosystem, including their preferences and activities?

Based on industry trends and observations, women are actively engaging across various gaming genres and platforms. The recent study from Lumikai (Leveling Up: State of Indian Gaming FY’23) about the Indian gaming market suggested that in this male-dominated industry, a staggering 41% are female gamers. This itself showcases growth of female participation and inclusion. Also, they’re exploring a diverse range of games, from competitive multiplayer titles to narrative-driven single-player experiences. (Ref: https://www.lumikai.com/post/indian-gaming-industry-poised-for-strong-growth-projected-to-reach-7-5-bn-by-fy28)

Ampverse has been actively engaged in promoting and supporting women in gaming through various initiatives and campaigns, encouraging a more inclusive gaming environment and providing platforms for women to showcase their skills and content creation in the gaming space.

Are there any specific challenges or barriers that women in the gaming industry face, and how is Ampverse working to address them?

Women in the gaming industry often encounter certain challenges and barriers such as social stigmas, unequal representation, and occasional harassment. Ampverse has been proactive in tackling these challenges by encouraging a safe and supportive environment for women in gaming. Through dedicated support programmes and collaborations, the company aims to empower and elevate female gaming talent by providing platforms for their voices to be heard, their content to be appreciated, and their skills to be showcased. Ampverse has also been advocating for diversity and inclusivity in the gaming sphere, aiming to reduce these barriers through education, awareness, and the promotion of equality in the gaming industry.

Could you highlight some success stories of female gamers or content creators within the Ampverse ecosystem and their contributions to the gaming industry?

During our initial stages in India, we welcomed five talented content creators into our ecosystem, and among them, we proudly supported three female gamers and creators. Ampverse invested significantly in their growth, nurturing their content creation abilities and aiding in the establishment of their personal brands. This dedicated effort led to remarkable results, as one of our esteemed female gamers, known as SAVAGE GIRL, achieved a significant milestone. Her exceptional skill and dedication in the gaming sphere were recognised when she received the esteemed Best Female Gamer Award at the GEM Awards in Mumbai.

This proud achievement exemplifies the success stories within the Ampverse community, showcasing the influential contributions of female gamers and creators in the gaming industry.

In what way is Ampverse collaborating with female gaming influencers and communities to create a more inclusive gaming environment?

Ampverse actively collaborates with female gaming influencers and communities to encourage an inclusive gaming environment. In India, Ampverse has showcased the talents of influential figures like Payal Gaming, who has become a prominent face of the iconic IP, College Rivals. We’ve also onboarded various gaming influencers such as Meowcasa and others for this programme. Similarly, in other regions, we have established partnerships with several female gaming influencers, supporting their content, amplifying their voices, and providing platforms for their skills to shine, contributing to a more diverse and inclusive gaming landscape.

How do you see the gaming industry evolving in terms of gender diversity and inclusivity in the coming years, and what role does Ampverse play in shaping this future?

As the gaming industry continues to progress, it is encouraging to see the welcoming reception of female gamers. We feel that we are going to see more involvement from female gamers. And I personally feel Indian female gamers would lead this worldwide. Ampverse is dedicated to shaping this future and promoting gender diversity. In our ongoing initiative, College Rivals, we actively encourage female participation. Additionally, we deeply believe in the responsibility to create a smoother path for females aspiring to be gamers or gaming content creators. Our team is fully committed to this vision, striving to ensure a more inclusive and supportive environment for all aspiring female gamers.

Could you discuss any initiatives or programs that Ampverse has in place to encourage and empower women interested in pursuing careers in gaming?

While College Rivals heavily encourages female gamers, we’re planning an IP dedicated exclusively to female gamers and content creators. In its early planning stages, this initiative aims to support, encourage, and empower women in the gaming sphere. The project, conceptualised for both Indian and Southeast Asian female gamers, aspires to offer a platform that highlights the voices and talents of women in gaming. This initiative is a testament to Ampverse’s commitment to encouraging and empowering the aspirations of women in gaming and content creation.