BUSINESS
From once just being a platform of communication, social media has evolved with time, and only gaming has a role to play in it. For instance, recently LinkedIn introduced games for iOS users, the option is yet to be available on Android. Similarly, Facebook and Instagram, are being used to play group competitive games which are simultaneously streamed on these platforms or YouTube. “The community around these free-to-play multiplayer games has increased significantly. It has happened due to the chatters in platforms like Discord, YouTube, etc. In Discord people come and discuss the game while playing, in YouTube also there is a live chat where people engage with each other. Also a lot more content is being made on this. A lots of companies started spending money on marketing and esports competitions. More advertisement money is also being pumped here,”a senior lawyer, on the condition of anonymity, told BrandWagon Online. As per the FICCI-EY 2024, report on the trends of esports in India , the airtime (broadcast hours) has increased from 6,500 hours in 2023 to 8,000 hours in 2024 across all competitive-level games. In March 2023 itself the battle royale game titled ‘PUBG Mobile’ was the most popular game watched on the Facebook gaming streaming platform. It recorded 21.8 million hours of content watched. Mobile Legends: Bang Bang ranked second with 13.9 million hours of watch time, as per a report by Statista. Streamers’ world To be sure, shooting games were India’s favourite which generated 24% of in-app purchase revenues and a five percent share of total downloads as per a report published by FICCI-EY 2024. The report also stated that Free Fire and BGMI were two top-ranked games from a monetisation perspective in India in 2023. It is believed that at the time of streaming, gamers end up using a variety of tactics, which is a key reason behind the rise of these games. What’s more, during the telecast of these games, gamers end using different elements which gains their popularity. “Streamers do multiple things. Firstly, they make people aware of how people can play the game in a better form. Education about how to play the game is a big thing. Secondly, they make things appear cooler. For example, if a streamer uses a particular game skin, they are turning into a statement. Their viewers would also be interested in using those skins while playing. It is only happening because of streaming. Otherwise, people wouldn’t have cared for it,” Afsar Ahmed, co-founder, Gameberry Labs said. Industry experts opine that one of the biggest factors is the change in forms. Earlier, gamers played on desktop and now they have switched to mobile. It created a lot more new types of players. For example, during the Farmville days, most people who could afford a laptop could play it but now it only takes a mobile to play which is way more cheaper. Secondly, mobile graphics has gotten better with time. Now the RAM can support a lot more complicated graphics versus earlier. “The evolution of gaming content and viewership, from simple games like Farmville and 8-Ball Pool to high-graphics shooting games, is driven by advancements in technology, widespread internet access, and the rise of mobile gaming. Secondly, the growing popularity of online gaming fosters competition among creators, driving innovation and content variety. Social media integration, the growth of esports, and platforms like Discord, Twitch, and YouTube have made gaming more accessible and engaging,” Kashyap Reddy, CEO and co-founder, Hitwicket, said, adding that as gaming becomes more mainstream, the audience expands, creating a positive feedback loop for content creation and viewership. Community-driven features and increased investment have further elevated production values, attracting larger audiences and fostering a vibrant gaming culture. For Riot Games, streamers have been instrumental in boosting the growth of its flagship games, League of Legends and VALORANT, by drumming up hype around in-game content, highlighting the most enjoyable features, and drawing in a wider audience, it claimed. “The gaming ecosystem has experienced tremendous growth in recent years and platforms like Discord have played a crucial role in creating a vibrant community where players can connect, strategize, and share their gaming experiences. Our emphasis on community has not only solidified the online presence of VALORANT, but has also created a unique ecosystem where grassroots talent can evolve into professional esports competitors,” Ashish Gupta, lead marketing – India and South Asia, Riot Games, explained. According to industry estimates, generally, 40% of players play a game on the second day of installing it. 20% of players play it on the seventh day of installation and 10% of players play it on the 30th day of installation of the game. However, typically, they don’t stop playing games, they uninstall one game and move on to the next. Where is the money ? According to FICCI-EY 2024 report, in-app purchases revived significantly due to the launch of BGMI during 2023. The fastest growing segment would be in-app purchases (27% CAGR), followed by fantasy sports (23%), and then rummy and poker at 19%. Online gamers in India grew to 455 million in 2023 and are expected to reach 491 million by 2024. Furthermore, the proximity to online games increased in 2023 from just gaming apps to media apps (entertainment, sports, news, and music), social apps, and e-commerce apps, as gaming was found to help with stickiness and aid in marketing content. “Platforms like GameTree are performing well, gaining traction among gamers for their unique focus on fostering meaningful connections and building communities. There are good chances that advertisers are interested in these platforms due to their engaged user base and targeted demographics. The personalised nature of GameTree allows for highly relevant and effective advertising opportunities, making it an attractive option for brands looking to reach a specific audience within the gaming community. Additionally, the platform’s commitment to addressing toxic behaviour and fostering a positive environment enhances its appeal to advertisers who prioritise brand safety and positive associations,” Reddy, noted. Online gaming as a sector is expected to grow at a CAGR (compund annual growth rate) of 21% thereby reaching Rs 38,800 crore by 2026, as per the report. Esports and casual games segement is expected to be worth Rs 6,700 crore by 2026. Add to this, industry experts believe that influencers and game publishers have a vast audience of subscribers, allowing game information to reach new and diverse audiences. Streamers curate authentic, user-generated, and relatable content that resonates with players, significantly impacting player perceptions and purchasing decisions. This helps in fostering top-of-mind recall for the game, builds brand love, and sustains daily users. Gradually, this approach increases the player base and ultimately creates a dedicated gaming community that engages with everything associated with the game. “There are two things about money-making. Social media makes money through ads. If ad market goes up the platforms will earn more money. Games on the other hand have ad revenue which comes from other games only. In case of games, the most profitable ads are always of different games. Brand sponsorships are a very small component of revenue across gaming. The biggest contributions of gaming come from people buying virtual goods inside gaming,”Ahmed noted. While once can clearly say that the industry promised experts to believe that these platforms will start to reshape themselves as gaming-first social media platforms. With more numbers of serious players, there will be more investors or advertisers also. Advertisers who are interested in that high density will flock to it for sure, said experts. For instance, Discord doesn’t have ads right now but in the future, it is believed that there will be ads. Follow us on Twitter , Instagram , LinkedIn, Facebook None
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