Why Brands are Betting Big on Esports: The Growing Investment in College-Level Gaming

Authored by  Sona Mazumdar, GM, Ampverse DMI Pulse

In today’s world, it’s adapt or get left behind—and nowhere is this more evident than in the rise of gaming as a branding powerhouse. From Lego, Nike, and Marvel building immersive experiences and narratives in Fortnite to Beats scoring a spot inside EA Sports’ FC 25, brands are rewriting the rules of engagement. Gaming is a serious business, and by tapping into its limitless potential, brands are accessing avenues that previously didn’t exist.

The gaming industry is a cultural and economic powerhouse–a juggernaut snowballing into something bigger than many could have imagined even a decade ago. With revenues hitting $196 billion in 2023, it eclipsed combined earnings from streaming video, music, and global box-office receipts; projections suggest this growth will continue at a steady 6% annual rate, crossing $250 billion by 2028 (Bain & Company, 2024). But gaming goes beyond numbers. It’s about the people behind the screens: a predominantly young, tech-savvy demographic for whom gaming is a lifestyle, a social platform, and an entertainment medium all in one. 

The Limitless Esports World

Within this vast gaming ecosystem, esports stand out. Esports make up that segment of gaming that encapsulates the organized, competitive, and multiplayer aspects. It has redefined what competitive gaming looks like, drawing over 600 million fans (AOS World) worldwide and generating revenues that are expected to reach $4.3 billion this year (Statista). Esports’ appeal lies in its high-octane tournaments, team rivalries, and the community-driven nature of its fanbase.

India, in particular, showcases the extraordinary potential of gaming and esports. With a gaming market valued at $3.8 billion in FY24 and projected to grow at 20% annually to $9.2 billion by 2029, the country is rapidly becoming a global hub for this industry (Lumikai, 2024). India’s youth, with a median age of just 28.4 years, is at the heart of this transformation. College-aged gamers and young adults form a significant chunk of this audience—43% of players fall between 18 and 30 years old. Gaming has also expanded beyond urban centers, with two-thirds of Indian gamers hailing from non-metro cities, made possible by affordable smartphones and internet access. 

Why Esports?

For brands, college esports represents a treasure trove of engagement opportunities. Beyond the demographics, the college audience is aspirational, highly engaged, and tech-savvy. Gaming has manifested into a cultural identity; this generation isn’t just playing games, but they’re watching live streams, engaging with gaming communities, and building careers within the ecosystem. Brands seeking to align themselves with this energy have a unique opportunity to access one of the world’s largest and most vibrant youth populations. 

The accessibility of esports further bolsters its appeal. Unlike traditional sports, gaming offers a level playing field, allowing brands to reach audiences across gender, geographical, and socioeconomic divides. India, for instance, boasts near gender parity in gaming, with 59% male and 41% female gamers. The “cool” factor associated with gaming also provides brands with a chance to either solidify or reshape their image, aligning themselves with the aspirational lifestyle of today’s youth. 

Engagement Galore

Ampverse DMI’s College Rivals is one of the platforms that has revolutionized grassroots esports in India. In its 2023 edition, the event engaged over 250,000 college students and attracted 7,000 peak live viewers during its finale; in its second season, College Rivals has brought esports into the hearts of over 20 cities and 50 colleges and aim to touch base with 11 lakh college students along with an expected crowd of 8,000 for the finale, which is significant increase compared to the debut season. 

For emerging gamers, platforms like this offer a proving ground, while for brands, they’re an unprecedented opportunity to forge genuine connections with young audiences.

This wave of change goes beyond India. Worldwide, gaming is emerging as a crucial platform for brands in various industries. The strategy is straightforward: gaming is not only where the audience can be found, but it also offers the highest levels of engagement. In an environment where traditional advertising often fails to attract younger audiences, gaming provides interactive experiences that go beyond mere impressions, cultivating connections that last.

Esports, particularly at the collegiate level, are more than just a trend. They are a glimpse into the future of branding and entertainment. They combine the reach of digital platforms, the energy of live events, and the emotions of competitive sports. As the lines between gaming, social interaction, and culture continue to blur, the question is no longer whether to bet on esports—it’s how big that bet should be.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it. 

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