How India’s Largest eSports Platform Convinces Global Brands To Buy Into Games

The Groove

Big audiences can mean big money, and in India, that’s a model on steroids. A whopping one in three are gaming fans, avid players who also splash the cash to the tune of over 131 billion transactions, a large share of which were attributed to games. The major driver is the country’s real-time payment system, United Payments Interface (UPI), which allows users to pay for products instantly via mobile. It’s a market strapped with immense purchasing power—and a willingness to spend. Piyush Kumar, Founder and CEO of India’s largest game streaming and eSports platform, Rooter, returns to the show to share pages from his playbook on carving out new paths and convincing big brands like Mountain Dew, Hero MotoCorp, and Amazon to engage with this massive audience. He delves into the monetization mix that keeps Rooter’s coffers full, how he ensures brands receive a customized ad experience safe from appearing alongside bad actors, and the models that make major content creators choose Rooter over any other platform.

CHAPTER TIMESTAMPS

00:00 - Intro

01:30 - From advertising to esports

04:00 - How do games companies fit in?

06:45 - India is a good monetization market

10:46 - Subscription works if you provide value

13:39 - Why influencers choose Rooter

15:10 - Closing the deal with brands

21:34 - Most relevant models and mixes

26:26 - Safe from bad ads

28:20 - A unique user experience

30:55 - Making growth easier for creators

33:15 - Why YouTube isn't a competitor

35:31 - Where teaching comes in

37:50 - Work-life rules for Rooter