Global gaming brands are focusing on localization in everything from products to marketing plans
The growth of global brands in India is not limited to gaming companies only. International brands in the business of gaming peripherals like joysticks, gamepads, gaming keywords, chairs, wireless gaming devices and others are also taking India seriously, thanks to the increasing number of gamers in the country. Image: Shutterstock
As the Indian gaming market matures both from a demand and supply perspective, global brands that set shop in India are working on a detailed roadmap for the market. From introducing Indian characters in their games, to designing market specific campaigns and amplifying mergers and acquisitions-the focus on India is stronger than ever before.
Alongside being home to successful gaming companies, India is fast becoming one of the most important markets for global players.
“Home to an incredibly passionate and ever-growing gaming community, India is a vital market for Riot Games,” says Ashish Gupta, marketing lead, India and South Asia at California based Riot Games.
Just a couple of months back, Riot Games introduced their first Indian agent, Agent Harbor, aka Varun Batra for Valorant. In an outdoor campaign following the launch, they also unveiled a 8,400 sq ft long mural art and over fifteen billboards spread across the country to celebrate the success of its first desi agent.