Experiential branding is an interesting area to explore in esports: Akshay Paul

Adgully is back with a new edition of its annual feature – TRENDING NOW – where we present the strategies and views of a cross-section of industry leaders as they go about reclaiming lost time and market opportunities and build for a stronger future, armed with the lessons of the pandemic period.

Over the last few weeks, Trending Now has been bringing insights from industry leaders on how their organisations are geared up to seize the opportunities in 2022, break through the Covid disruptions and find growth and remain resilient.

In conversation with Adgully, Akshay Paul, Co Founder & CMO, Penta Esports, speaks about the growth of esports and its progression into mainstream, how esports can explore experiential branding, and the growth projections for the overall gaming industry in India.

What are the trends that you expect to dominate in your sector in 2022?

Esports will see further amalgamation into the mainstream. Grassroot events and focus on mobile esports will be the dominant trends we are likely to see in this sector.

What are the challenges and new opportunities that you see emerging in the year ahead?

As esports gains further popularity, we’re likely to see participation by non-endemic brands in the sector. Experiential branding would be an interesting area to explore. We also look forward to the government’s support to esports as that will further open up more opportunities.

How is this year’s turnout expected to be in this sector as compared to the last two years?

Esports has become an attractive option for brands to reach out to the masses. As the pandemic induced lockdown bound us to our homes, on-ground events were barely present and esports filled in the gaps. The consumption of esports content grew during the pandemic and it is expected to only grow further.

According to an EY report, titled ‘The dawn of esports in India’, the esports market size in India will reach Rs 11 billion by FY2025, with over 85 million unique viewers projected to be watching esports tournaments by 2025.