Beyond Gaming: How Non-Endemic Brands Are Reshaping India's Esports Future

Five years ago, the marketing director of Hyundai India sat in a boardroom as a young executive pitched a wild idea: "Let's give away our new Venue to people who excel at shooting virtual characters on mobile phones." The room fell silent. Then came the questions: "How does this sell cars?" "Isn't gaming just for kids?" "Where's the connection to our brand values?" 

Today, that same marketing director watches as winners of the BGMI Masters Series proudly receive Hyundai Venues on national television, broadcast to millions across Star Sports 2. What changed? Everything. 

The Revolution Of Indian Esports

India's esports scene has quietly transformed from a niche hobby into a cultural phenomenon with viewership exceeding 12 million for significant events. What's most fascinating is not just this explosive growth, but where it's happening – Tier II and Tier III cities are driving this revolution, places where traditional marketing often struggles to create meaningful connections. 

This shift has created an unexpected opportunity for brands with no historical connection to gaming – the "non-endemic" players – to enter a space previously dominated by gaming hardware and peripherals companies. 

Case Studies: When Outsiders Became Insiders  

Hyundai & Swiggy: Not Just Sponsors, But Storytellers 

The BGMI Masters Series on Star Sports 2 was a turning point. Hyundai was not just splashing its logo around; it was targeting the 18-25 crowd, first-time car buyers who see a hatchback as their ticket to independence. Hyundai’s in-stream ads and interactive polls made the brand part of the action, not just a commercial break. 

Swiggy, meanwhile, did not settle for a generic campaign. “Winner Winner Swiggy Dinner” became a meme, a chant, and a dinner plan all rolled into one. Swiggy’s integration was so seamless that viewers started associating their in-game victories with a Swiggy order—a marketer’s dream. 

Sosyo Hajoori x Orangutan: Local Flavour, National Impact 

Sosyo Hajoori, the 100-year-old Surat-based beverage brand, could have stuck to cricket. Instead, it partnered with Orangutan Esports, getting its logo on jerseys, in streams, and across social media. The result? Over 100,000 unique accounts reached, with a spike in brand mentions among Gen Z—an audience Sosyo had never cracked before. 

Too Yumm: Two Weeks, Two Million Touchpoints 

Too Yumm’s campaign with Orangutan was all about speed and relevance. In just two weeks, the snack brand reached over 2 million potential fans. They did not just hand out samples—they ran contests, sponsored highlight reels, and got their mascot into team banter. The takeaway? Esports is not just about impressions; it is about engagement. 

The BGMS Sponsor Parade: Not Just Tech, But Lifestyle 

The Battlegrounds Mobile India Series (BGMS) has become a magnet for brands like Android, Philips OneBlade, Red Bull, Star Sports, TVS Raider, and AMD (which has sponsored six tournaments). Each one is there for a reason: to be seen where the next generation spends its evenings. 

This Is Not Just an Indian Experiment 

Globally, the trend is the same. H&M sponsored the Dota 2 Bali Major, bringing fashion to the world of esports. KitKat’s partnership with Riot Games for the League of Legends European Championship (LEC) turned “Have a break” into a rallying cry for gamers. These are not gaming brands, yet they have become part of the esports story, because they understand that esports is where tomorrow’s culture is being-written. 

Winning Strategies: How Non-Endemic Brands Can Succeed in Indian Esports 

Esports—the fast-growing world of competitive video gaming—is opening new doors for brands beyond the gaming industry. Here is how non-endemic brands are making their mark in India’s vibrant esports scene : 

• Organisation Partnerships:

  Esports team jerseys offer visibility across tournaments, streams, and social media, potentially reaching millions. 

  Reliance’s 2025 partnership with global esports organizer BLAST exemplifies organization partnerships in Indian esports. By co-creating major tournaments on the JioGames platform, Reliance gains extensive brand visibility across team jerseys, streams, and social media—reaching millions of engaged fans nationwide. 

• Tournament Sponsorships:

  Events offer concentrated exposure through digital boards, advertisements, and on-site branding, creating a powerful association with exciting moments. 

  Red Bull exemplifies this by sponsoring top esports teams and hosting major tournaments like Red Bull Solo Q and Red Bull Kumite, seamlessly integrating its brand into the heart of gaming culture and building lasting connections with esports fans 

• Influencer Collaborations:

  Unlike traditional athletes, esports competitors create constant content on social platforms, offering brands authentic ways to reach loyal audiences. 

  Remember CarryMinati’s BGMI campaign, where he creatively showcased the game’s latest update with his signature humor and relatable style? This video alone garnered over 4 million views, demonstrating how esports influencers like CarryMinati consistently create engaging content that deeply resonates with their loyal audiences. Unlike traditional athletes, these gamers offer brands authentic, ongoing access to a passionate community through constant content creation, making collaborations highly effective in reaching and engaging India’s esports fans 

• Custom Campaigns: Targeted activations can reach millions through specialized content that integrates naturally into gaming culture.  For example : Lay’s “No Lay’s, No Game” campaign featuring MS Dhoni surprised fans with a home visit and a playful challenge—no Lay’s, no game. The authentic, relatable content struck a chord, garnering over 105 million views and showing how non-endemic brands can deeply engage esports audiences. 

Actionable Tips for Marketers 

• Know Your Audience: Indian esports fans are predominantly 18-25, digital-first, and deeply engaged—especially in Tier-II and Tier-III cities. 

• Be Authentic: Traditional ads fall flat here. Create campaigns that genuinely fit the esports vibe—humor, memes, and community-driven content work far better than polished TV spots. 

• Let Data Guide You: Do not rely on gut feeling. Use analytics to track which tournaments, teams, and content formats drive real engagement and brand lift. 

• Start Small, Move Fast: Pilot with a single team or a focused campaign. Learn quickly from real results, then scale up what works best—this market rewards agility and adaptation. 

  
  

Future Of Indian Esports

The Indian esports industry is booming, with millions of viewers and rapid growth in Tier-II and Tier-III cities. Brands like Hyundai and Swiggy have already shown that real impact comes from engaging authentically with the gaming community, not just from being visible. The market is still wide open for non-endemic brands willing to understand and connect with this passionate audience. 

Now is the perfect time for brands to step in and build genuine relationships before the space becomes saturated. Zupotsu brings deep expertise in the esports ecosystem to help you craft strategies that truly resonate. As gaming continues to shape the preferences of young India, the choice is clear—be a part of the action and connect where your future consumers are most engaged. 

Zupotsu is a martech platform on a mission to ‘digitize’ sports marketing. Zupotsu enables the discovery, engagement, and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Please sign up at www.zupotsu.com. Follow us on LinkedIn and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.