BGMI going mainstream with JioCinema will be a game-changer for esports in India: Experts

Battlegrounds Mobile India (BGMI) has joined forces with JioCinema. This strategic collaboration is set to propel BGMI into every corner of India, contributing significantly to the growth and recognition of esports within the nation.

BGMI has emerged as a gaming phenomenon in India, captivating the hearts and minds of millions. Recognising the growing appetite for competitive gaming, Krafton’s partnership with JioCinema is a remarkable step toward broadening the game’s reach and fostering a vibrant gaming culture.

With the announcement that JioCinema will be live streaming the Battlegrounds Mobile India Series (BGIS) 2023, the stage is set for a momentous shift. This collaboration doesn’t merely elevate BGMI’s visibility; it also establishes a bridge between esports and mainstream media. This move is a significant leap toward making esports a household name, accessible to everyone, regardless of internet connectivity.

Lokesh Suji, Director, Esports Federation of India & Vice President of the Asian Esports Federation emphasises that the entry of Esports on mainstream platforms signals the rapid growth and evolution of the industry in India. “Mainstream television boasts a vast and diverse viewership that includes people of different demographics,” he said, adding, “By being broadcast on traditional TV channels, Esports tournaments will reach a much larger audience, introducing a new set of audiences to the world of competitive gaming. As Esports becomes more accessible, it will help in educating the general public about its significance and create awareness about its potential amongst them.”

Esports tournaments have been majorly broadcast on YouTube and gaming stream platforms, which had a limited user base and penetration in India. With platforms like Star Sports and JioCinema, the penetration will increase multifold and will reach every household with or without an internet connection.

Animesh Agarwal, Founder and CEO, 8Bit Creatives & S8UL, remarked, “This partnership holds the potential to be a game-changer for the esports industry in India. JioCinema’s widespread popularity and reputation for delivering captivating content to millions, this partnership will serve as a powerful catalyst in introducing esports to a broader spectrum of viewers. With esports tournaments becoming a familiar sight in households across the country, we anticipate a surge in interest and participation, leading to a larger pool of potential talent that we can guide, support, and represent. The endless possibilities this collaboration presents for fostering a vibrant esports culture, inspiring new talent, and expanding the horizons of competitive gaming in our country are truly exciting.”

Although the Indian government officially acknowledged Esports as a multi-sport event last year, the transition from digital streaming platforms to conventional sports networks will significantly enhance Esports’ recognition as a mainstream athletic pursuit for the Indian populace. Additionally, the airing of competitive gaming tournaments on sports television channels serves as concrete evidence of Esports’ legitimacy as a genuine sport, distinct from the wider realm of online gaming, which encompasses activities like iGaming. Presenting a sport through traditional media channels lends it validation and credibility in the eyes of the broader public.

Commenting on the impact that this will create on the industry, Rohit Agarwal, Founder & Director, Alpha Zegus, said, “Actions like these go way beyond just viewership numbers. The big picture that this paints is to attract greater media attention, brand attention, and government attention by going mainstream. It eventually leads to a domino effect of people taking this sport more seriously.”

For Lokesh Suji, “This can help combat any misconceptions surrounding Esports, helping it gain the recognition it deserves. People will be able to get an understanding of the reflexes, pressure, huge prize pools, strategies, teamwork, and other aspects which place Esports on the same level as that of traditional sports.”

The shift from online streaming platforms to established sports networks like Star Sports and JioCinema indicates a significant change in how esports is being viewed, treating it more like traditional sports. This is expected to impact how people view esports in the country, showcasing esports alongside traditional sports on these platforms, it is likely to lead to a broader acceptance and understanding of esports as a skill-driven competition.

Animesh Agarwal shared, “This, in turn, creates a foundation for esports to flourish from the grassroots level, providing a platform for young talents to pursue their passions and interests. Additionally, esports going mainstream attracts increased investments from advertisers, sponsors, and endemic as well as non-endemic brands. This change has the potential to break down stereotypes and promote a more inclusive sports culture, where esports is recognized as an important and integrated part of the overall sports landscape.”

As Esports garners more widespread attention, this attraction from brands is poised to propel the sector to unprecedented levels of achievement. The nation’s primary football league has established its official FIFA league, featuring teams operating as franchises. The influx of additional conventional sports entities into the Esports realm will result in heightened visibility, increased financial backing, and comprehensive expansion of the Esports industry. Crucially, this will establish a sustainable and methodical ecosystem centered around various games, consequently enhancing the accessibility of Esports to a broader audience. Well-established brands affiliated with these organisations will also grasp the potential for investment in Esports, contributing to an influx of sponsorships and financial investments within the sector. To sum it up, this shift into the mainstream realm bears immense potential for Esports, fostering a sustainable long-term growth approach, augmenting revenue streams, and enlarging the community of players.

Esports is debuting as a full-fledged medal sport at the upcoming Asian Games, where India is participating in four titles. More investment and support from the organisations will allow players to participate in all titles in the 2026 Asian Games, where Esports has been confirmed as a medal sport. Lokesh Suji shared, “As Esports continues to flourish and capture a larger audience, it is only natural that established sports entities will recognise the potential for investment in Esports teams and events. This will result in developed infrastructure, training facilities, and coaching for the community to leverage.”

He added, “The mainstream television coverage of our Esports athletes making the country proud at these prestigious international multi-sport tournaments solidifies its place as an integral part of India’s sporting landscape.”

Rohit Agarwal shared, “We have already started seeing Bollywood celebrities, traditional sports stars, and sports agencies invest in the gaming ecosystem in the past one year. Recently, Tiger Shroff invested in an esports organisation, and more such cases are in the works. Going mainstream with media is just going to garner more attention from such stakeholders, as they will see the massive potential this ecosystem holds which is way beyond numbers.”