By Akshat Rathee
In today’s digital era, everything has transitioned online. Dining out is often replaced by food delivery apps, movie-watching is dominated by streaming services, payments are managed through UPI, and social media serves as the main platform for interactions. Data from the Telecom Regulatory Authority of India (TRAI) indicates that India had 936.16 million internet subscribers by the end of 2023.
Entertainment consumption has also dramatically shifted over the past decade. Today’s youth, raised with smartphones, high-speed internet, and diverse digital platforms, have entertainment preferences that differ greatly from earlier generations. Traditional media is losing ground as this digital-savvy generation values interactivity, community engagement, and immersive experiences.
This surge in internet usage, fueled by affordable smartphones, has also contributed to the rise of gaming in India. As per Niko Partners, the number of gamers across all platforms in the nation is expected to reach 641.2 million by 2027.
Unlike traditional media, gaming offers interactive experiences, real-time engagement, and global community involvement, perfectly catering to the tech-savvy Gen-Z. With a large internet user base and a significant number of gamers aged 18-34, the dynamic and immersive nature of gaming and esports positions them as leading forces in modern entertainment.
The power of gamification across industries
The concept of gamification, once a novelty, has now permeated various sectors, transforming how companies engage with their users. Facebook was a pioneer in this regard, introducing games like Farmville that captivated millions.
YouTube also ventured into the gaming arena with Playables, offering its Premium users access to over 30 mini-games across multiple devices without requiring additional downloads. Similarly, streaming platforms such as Netflix and Amazon have integrated games on their platforms while UPI payment apps like Google Pay, and even LinkedIn have adopted gamification strategies.
Gamification is also being adopted by music festivals, as seen with NH7 Weekender announcing its lineup via an interactive game. Users on their mobiles could enter a replica of NH7’s new festival venue and collect coins to reveal the lineup of artists.
This trend highlights how the principles behind gaming are influencing broader entertainment trends across various industries.
The influence of gaming on pop culture
Gaming’s influence has transcended mere interactive experiences to become a core element of both youth and pop culture. This shift was especially clear during the Covid-19 pandemic when Travis Scott held a groundbreaking concert within the game “Fortnite.”
With over 27.7 million unique players participating and 45.8 million in-game interactions across five events, this showcased how gaming serves not only as a source of entertainment but also as a hub for social engagement and cultural moments.
Furthermore, the adaptation of video games like Pokémon, The Last of Us, Sonic the Hedgehog, Resident Evil, and The Angry Birds into films and TV shows has highlighted gaming’s significant role in contemporary entertainment. These adaptations emphasize the rich storytelling, complex characters, and engaging narratives of video games, drawing in both dedicated fans and new audiences.
Even esports has joined hands with pop-culture. The Valorant Conquerors Championship (VCC), one of India’s premier tournaments, featured a celebratory anthem titled “NHK,” created by hip-hop artist Seedhe Maut and music producer Sez On The Beat, showcasing popular Valorant players from South Asia.
At events like Comic Con, which offers India’s premier pop culture experience, gaming and esports have become central features of the convention. Alongside enjoying cosplay, comic books, movies, and TV shows, attendees also engage in competitive gaming tournaments, showcasing the seamless integration of esports into pop culture.
Additionally, esports documentaries and docu series focused on titles such as League of Legends, Counter-Strike: Global Offensive (CS), and DOTA 2 are emerging, further highlighting the cultural significance and increasing prominence of esports in the entertainment landscape.
Influencers: The new age celebrities
In the entertainment industry, gaming creators and streamers have emerged as modern celebrities, rivalling traditional Bollywood stars and sports figures in popularity. A YouGov survey, over four in ten of the global adult population follows a social media influencer across various interests. Notably, nearly one in ten consumers follow a gaming influencer, with this figure rising to 17% among individuals aged 18-34.
Additionally, another part of the survey indicates that gaming influencers in India are trusted more for brand recommendations and advice, with 91% of their followers placing trust in them compared to 80% for other influencers.
The significance of gaming influencers was further emphasized when they met with Prime Minister Narendra Modi to discuss the burgeoning gaming industry in India. This high-profile interaction not only highlighted the increasing recognition of gaming but also the influential role of these creators in the country.
Their success stems from their ability to engage with audiences personally through interactive and relatable content. This authenticity and real-time interaction have reshaped celebrity culture, making influencers and their content on game streaming and social media platforms central to the entertainment scene.
Esports on mainstream television and prestigious tournaments
Esports has made significant strides into mainstream media, with tournaments like the Battlegrounds Mobile India Masters Series (BGMS) now being broadcast on national television through major sporting networks like Star Sports. This has helped in expanding the reach of video gaming to a wider audience. Across its first two seasons, BGMS accumulated an impressive reach of over 100 million across linear and digital platforms.
Overall, the airtime and average viewership for competitive gaming content in India reached 6,500 broadcast hours and 50 million people in 2023, according to a FICCI-EY report. This trend is anticipated to continue in 2024, with an estimated 8,000 hours of airtime, reflecting growing interest and investment.
Additionally, esports has been featured at prestigious events such as the Asian Games, Commonwealth Games, and will also be a part of the Asian Indoor and Martial Arts Games (AIMAG), and Olympic Esports Games next year. This increasing recognition and viewership of esports on high-profile platforms enhances its status and highlights its ability to engage young audiences effectively.
Future outlook
Advancements in technology, especially artificial intelligence (AI) and augmented reality (AR), are set to transform gaming experiences. For instance, HADO, an AR sport, combines real-life courts with virtual elements like energy balls and shields, creating a unique fusion of physical and digital play.
Financial investments from prominent entities like Nazara Technologies has played a crucial role in the growth of India’s gaming and esports industry. Nazara Technologies has broadened its impact through strategic acquisitions in diverse sectors of gaming including Paper Boat Apps, which is creator of the children’s digital learning app ‘Kiddopia’, Wildworks’ kid IP ‘Animal Jam’, Nextwave Multimedia, the creators of immensely popular mobile cricket game franchise World Cricket Championship among others .
Nazara, through NODWIN Gaming also invested in Rusk Media, the creators of Playground – India’s first reality show on the backdrop of gaming. Furthermore, individuals like Nikhil Kamath, co-founder of Zerodha and also contributing to the sector and has recently launched the WTF Gaming fund as well.
Additionally, Bollywood celebrities, traditional sports teams and athletes have either invested in or partnered with the industry, further solidifying its influence as a key player in the country’s entertainment landscape. Moving forward, we can expect increased investment and interest across various sectors, merging gaming with broader entertainment.
Moreover, the convergence of gaming with other entertainment sectors, such as music and film, is opening up new avenues. Concerts held within virtual game worlds, brand collaborations to launch their new products and cinematic experiences driven by game engines are just the beginning of this exciting fusion.
In summary, the growing appeal of gaming among youth, combined with continuous innovation and changing consumption habits, will establish it as a dominant force in the entertainment sector. The possibilities for its future are endless.
The author is co-founder, MD, NODWIN Gaming (Views expressed are the author’s own and not necessarily those of financialexpress.com)