The Crucial Role of Grassroots for Indian Esports

Esports has quietly become a phenomenon in India. After its surge in popularity during the lockdowns of 2020, it feels like you can’t walk down the street without spotting someone with a claw grip on their phone playing BGMI or meeting a youngster who isn’t tuning into gaming streams.  

Console and PC sales are through the roof, and one of the key ingredients for long-term growth—community tournaments—is now a regular occurrence. Whether it’s niche games like Super Smash Bros or big-name titles like Counter-Strike, India is primed for an esports boom in the coming years, and it’s all being fueled by grassroots support. 

Indian esports is poised to become a staggering 1100 crore industry this year, growing at an impressive CAGR of 46%. This exponential growth shows the potential of how the public perceives competitive gaming and its place in the broader sports and entertainment ecosystem. 

However, for India to truly harness the potential of this burgeoning industry and establish itself as an esports powerhouse, there's a critical need for robust grassroots support.  

This blog explores why grassroots initiatives are essential for the sustainable growth of Indian esports, highlighting key areas of focus and potential strategies for development. 

The Importance of Grassroots Support in Indian Esports 

Grassroots initiatives form the foundation of a thriving esports ecosystem through three key areas of importance. 

• Drives Participation: Grassroots support creates accessible entry points for newcomers through local tournaments, school programs, and community events. These initiatives reduce barriers to competitive gaming and expand the player base across diverse demographics and regions, ensuring the sport grows inclusively. 

• Nurtures Talent: Grassroots programs provide structured development pathways with coaching, mentorship, and progressive competitive tiers. This systematic approach allows players to build skills methodically, receive constructive feedback, and gain crucial competitive experience in supportive environments. 

• Acts as Feeder System: Grassroots competitions establish clear advancement routes from amateur to professional levels. These pathways create visibility for talented players and provide professional organizations with a reliable talent pipeline for recruitment, bridging the gap between casual play and professional competition. 

  
  

  For grassroots esports to flourish, programs must fulfill several essential functions within the broader ecosystem. 

  
  

• Create Infrastructure: Effective grassroots initiatives develop physical and digital platforms including affordable training facilities, tournament structures, and technical resources. This fundamental infrastructure makes regular participation and practice possible for aspiring players, particularly in underserved regions. 

• Build Ecosystems: Grassroots support fosters interconnected networks of players, coaches, content creators, and local businesses. These communities generate sustainable economic activity through sponsorships, memberships, and complementary services, creating self-sustaining esports micro-economies. 

• Socialize Aggressively: Grassroots support educates parents, educators, and community leaders about esports' legitimacy while challenging misconceptions. This happens through school partnerships, community demonstrations, and advocacy campaigns highlighting skill development and career pathways, gradually shifting public perception. 

Key Organizations Driving Grassroots Growth 

Several organizations stand out for their commitment to fostering the esports community at a grassroots level: 

NODWIN Gaming 

NODWIN Gaming has been instrumental in cultivating the Indian esports scene through its focus on open qualifiers and smaller tournaments. Their involvement spans popular titles like CS:GO, Dota 2, and various mobile games. By providing accessible platforms for aspiring players, NODWIN contributes significantly to talent discovery and development. 

ESL India 

ESL India has made its mark by organizing diverse tournaments that cater to specific regions and communities within India. This targeted approach ensures that players from different backgrounds and geographical areas have opportunities to showcase their skills and compete at various levels. 

The Esports Club (TEC) 

The Esports Club has been at the forefront of organizing tournaments and leagues aimed at building a sustainable gaming ecosystem. Their initiatives focus on creating long-term value for players, teams, and the broader esports community, fostering growth at all levels. 

Sky Esports 

Sky Esports has emerged as a prominent grassroots enabler focusing primarily on mobile gaming tournaments across South India. Their regional tournaments and championship series provide critical competitive opportunities for aspiring players from tier-2 and tier-3 cities. Sky Esports' community-first approach has helped establish vibrant local gaming ecosystems while connecting rural talent with mainstream competitive platforms. 

Upthrust Esports 

Upthrust Esports stands as a pioneering force in India's gaming revolution since its founding in 2020. As a Shark Tank India success story, Upthrust has distinguished itself by creating diverse esports IPs across multiple platforms. Their comprehensive approach focuses on providing elite competitive environments while building sustainable pathways for emerging talent 

Ampverse India 

Ampverse Group stands as a prominent gaming company in the Southeast Asian, Indian, and MENA regions since its establishment. Ampverse has positioned itself as a vital connector between brands and gaming communities. The company also specializes in authentic gaming and entertainment marketing solutions, while also developing, publishing, and monetizing interactive gaming experiences across platforms like Grand Theft Auto, Minecraft, and Roblox. 

Community-Driven Initiatives: The Heart of Grassroots Esports 

Beyond established organizations, community-driven initiatives form the backbone of grassroots esports in India: 

Local Gaming Cafes and Centers 

Often overlooked, local gaming cafes and centers play a crucial role in the esports ecosystem. These venues host small tournaments that, while often unadvertised, are vital for community engagement and talent development. They provide a physical space for gamers to connect, practice, and compete, forming the foundation of local esports communities. 

College Esports Clubs 

College campuses now have student-run clubs organizing intra- and inter-college tournaments. Initiatives like Krafton's college tours have further legitimized these efforts, turning educational institutions into thriving hubs for esports. These clubs not only foster competitive spirit but also help in developing organizational and leadership skills among students passionate about gaming. 

Discord Communities 

The rise of Discord has revolutionized grassroots engagement in esports. These online communities organize tournaments and events, making participation accessible to a wider audience. Discord servers dedicated to specific games or regions have become virtual meeting grounds for players, fans, and organizers, facilitating everything from casual play to structured competitions. 

While traditional organizations have established revenue streams, grassroots initiatives must innovate to create sustainable economic models. Local gaming cafes could implement tournament membership packages that include discounted play hours and exclusive coaching sessions, while college clubs might partner with campus businesses for micro-sponsorships that provide mutual visibility. Discord communities are uniquely positioned to develop regional tournament circuits with modest entry fees that accumulate into meaningful prize pools while creating consistent engagement opportunities attractive to local sponsors. 

The monetization challenge requires diversification beyond competition itself. Recording and streaming grassroots tournaments creates content assets that build community identity while opening potential advertising revenue streams. Implementing skill development programs where experienced players offer paid coaching creates value exchange within communities, while collaborative merchandising between multiple small organizers can achieve economies of scale impossible for single entities. These approaches transform passion-driven initiatives into self-sustaining mini-economies that preserve accessibility while enabling growth beyond purely volunteer efforts. 

Strategies for Engaging and Expanding the Esports Audience in India 

The Indian esports industry stands at a crucial juncture. With the potential to become a 1,100 crore industry by 2025 and create over 11,000 jobs, the opportunities are immense. However, realizing this potential requires a concerted effort to build a strong foundation through grassroots support.  Engaging and expanding the esports audience is crucial for the long-term success of the industry. Here are some effective strategies tailored to the Indian context: 

• Localized Content Creation: Encourage the creation of esports content in regional languages. This can include game streams, tournament commentary, and educational content about esports, making it more accessible to a wider Indian audience. 

• Mobile-First Approach: Given the prevalence of smartphones in India, focus on mobile esports. Organize and promote tournaments for popular mobile games to tap into the vast mobile gaming audience. 

• Collaborate with Influencers: Partner with popular gaming influencers and content creators to reach a broader audience. These influencers can help in educating their followers about esports and promoting grassroots events. 

• Integrate with Traditional Sports: Create crossover events that bring together traditional sports and esports. This can help in attracting fans of conventional sports to esports. 

• Educational Initiatives: Develop programs that educate parents, educators, and policymakers about the positive aspects of esports, including skill development, career opportunities, and economic benefits. 

• Community Gaming Hubs: Establish community gaming centers in various cities where people can experience esports firsthand, participate in local tournaments, and connect with other enthusiasts. 

• Leverage Social Media: Use platforms like Instagram, YouTube, and Twitter to create engaging content around esports events, player stories, and behind-the-scenes glimpses of the esports world. 

Integrating Sponsorships with Grassroots Efforts 

The year 2022 marked a significant milestone for Indian esports. The government officially recognized esports as a sport, placing it on par with traditional sports like cricket and football. This recognition came at a time when esports was making its debut as an official medal sport at the Asian Games and as a pilot event at the Commonwealth Games. 

These initiatives show the potential of esports in India to become a prime opportunity for brands, especially at a time and place where the barrier to entry is low. When compared to tournaments worldwide, Indian grassroots esports tournaments tend to give sponsors the most bang for their buck, keeping the cost low while driving high impact.  

Here's how sponsorships can dovetail with grassroots efforts to bolster support for esports in India: 

• Local Brand Partnerships: Encouraging local businesses to sponsor small-scale tournaments can provide the necessary financial support while also helping these brands connect with a young, tech-savvy audience. 

• Educational Sponsorships: Partnering with educational institutions to create esports scholarships or training programs can help legitimize esports as a viable career path. 

• Tech Company Involvement: Technology companies can sponsor grassroots initiatives by providing equipment, software, or technical support. This not only helps the esports ecosystem but also allows these companies to showcase their products to a relevant audience. 

• Media Partnerships: Collaborating with local media outlets can help in increasing the visibility of grassroots esports events, attracting more participants and sponsors. 

• Community Engagement Initiatives: Grassroots esports events function as powerful community engagement exercises in themselves, bringing together diverse participants and creating vibrant local gaming ecosystems. These initiatives build lasting relationships between players, organizers, and audiences.  

By integrating sponsorships with grassroots efforts, players get the support they need, sponsors reach their target audience, and the overall esports ecosystem grows. 

Conclusion 

As we move forward, it's essential to remember that the success of esports in India will not just be measured by the size of tournaments or the prize pools, but by how deeply it integrates into the fabric of Indian sports and entertainment culture. By nurturing grassroots initiatives, we're not just building an industry; we're cultivating a new generation of digital sportspersons who will represent India on the global stage. 

The journey of Indian esports is just beginning, and with the right support at the grassroots level, the future looks incredibly bright. It's time for all stakeholders – from players and organizers to sponsors and policymakers – to come together and lay the foundation for a thriving esports ecosystem in India. 

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