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How India’s Largest eSports Platform Convinces Global Brands To Buy Into Games
Manage episode 438582624 series 2927316
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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
75 episode
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