India’s youth are no longer satisfied with just being passive consumers of media. They don’t just consume content; they now want to be a part of it and drive the action. Moreover, they want to immerse themselves and be part of the real-time experiences!
The young and tech-savvy generation is slowly turning from traditional formats like television and static OTT and are preferring live media that is interactive, engaging, and most importantly allows them to participate. These provide the audience with a broad spectrum of entertainment options and interaction touchpoints that make each participation unique and engaging. And, this has given rise to two of the most dynamic and converging sectors in the media landscape today: eSports and live entertainment, together termed as “Live Experiences”.
These sectors are fast-moving towards a multi-billion-dollar battleground, rewriting how content is produced, consumed, and finally monetised at scale, where brand sponsorships, fan economies, and real-time engagement metrics ensure that the model is profitable and has high-growth opportunities.
The global live experience market¹, combining both eSports and live entertainment, is all set for good growth as it is driven by youths whose rising demand for interactive content format is not unknown. Valued at approximately USD 2.6 billion in CY 2023, the market is projected to grow at a CAGR of 10–12%, reaching approximately USD 4.4 billion by CY 2028, where eSports alone is expected to grow at 11–13% while live entertainment will expand at 10–12%, propelled by the growing appetite for real-world experiences and stronger social engagement.
In this article, we will provide our insights and advice on the eSports market of India, which is projected to reach USD 90–100 million by CY 2028, and what should be the next big play for operators, brands & investors.
NOTE: (1) The market size has been calculated for select markets: South Asia (India, Bangladesh, Nepal, Pakistan), South-East Asia (Indonesia, Philippines, Thailand, Malaysia, Singapore, Vietnam), MENAT (Egypt, KSA, UAE, Turkey), and Germany.
Sponsorships, Media Rights, Ticketing and Beyond
The monetisation potential of this sector is converging across multiple levers such as brand sponsorships, media rights, ticketing, merchandising, and even F&B. While sponsorships remain the backbone, mature and proven in high-profile leagues, yet still emerging and ripe for growth in niche or regional formats. Media and broadcasting rights are maturing for marquee events and just beginning to unlock value in smaller, community-driven tournaments. Ticketing, which blends digital access with real-world immersion, is slowly becoming a high-margin lever. Merchandising and F&B are slowly emerging for big events; however, they have limited tangible monetisation potential for small events.
The Flywheel Effect: A Self-Reinforcing Monetisation Engine
1. Audience Growth Drives Brand Interest: As you gain viewership, the event’s popularity takes off. Artists and brand sponsors see high value in getting involved with such events and connecting with these expanding fan bases.
2. Sponsorships Amplify Scale and Quality: As more brand sponsorships and partnerships come, the event’s scale and quality get upgraded, often leading to bigger prize pools and more thrilling lineups of performers and participants. This enhances the quality of such events, driving the event’s popularity, eventually making the event more appealing for broadcasting and streaming.
3. Attracting Media Partners: Next, sponsorships and improved event quality catch the eye of media, broadcasting, and streaming platforms, who recognise the potential for increased visibility and hence, better revenue potential.
4. Exposure Drives Viewership: As media coverage and brand interest go up, more people tune in to the events, generating even more interest and engagement from audiences, driving the network effect.
A prominent, successful case in point is the Indian Premier League, a cultural and commercial cricketing event that illustrates how content, community, and commerce can come together to create value. Over the years, IPL has witnessed a meteoric rise across metrics: TV viewership has always risen, breaking records, making it one of the most-watched sporting events globally. Title sponsorship valuations have soared, attracting both endemic and non-endemic brands eager to ride the tournament’s cultural relevance. The winner’s prize pool, too, has expanded drastically, incentivising higher-quality participation and viewership alike. Meanwhile, media rights have become one of the most sought-after assets in Indian broadcasting, with bids from both digital and linear players competing for exclusive access. These milestones reflect more than just growth. They signal the enormous monetisation potential that emerges when fan passion meets scalable IP. In many ways, eSports today is at the same point where IPL was a decade ago, full of potential opportunities, backed by youthful energy and ready to reshape how India experiences entertainment, and we don’t want you to miss that.
How is Brand Sponsorship Driving the eSports Market?
India’s eSports market is projected to reach USD 90–100 million by CY 2028, and the major engine driving this growth is brand sponsorships. Sponsorships alone are expected to account for nearly two-thirds of the sector’s incremental expansion. Why? Because this is where brands meet the most digitally native, high-engagement youth. For endemic brands, eSports tournaments are an important ground to showcase the product in a very relevant landscape. And it’s not just the endemic brands that are getting a slice of the pie; in fact, non-endemic brands are also starting to see the value in aligning themselves with this event that’s reshaping the form of entertainment.
Media rights are set to become a big game-changer. As traditional broadcasters and streaming platforms look beyond legacy sports to engage younger audiences, eSports offers exactly what they are looking for: a high-frequency, high-engagement content stream. Consequently, media rights are starting to fetch a premium, particularly for big tournaments and league events. At the same time, gamers and fans are seeking real-world experiences that reflect their online engagement. This increases the live event attendance, boosts ticket sales, and creates another revenue opportunity for organisers and brands alike.
Key Opportunities for stakeholders in India’s Esports Ecosystem
- eSports Operators: Build deeply engaged, loyal communities by creating exclusive, year-round IPs that keep gamers and viewers coming back.
- Investors: Back operators and publishers with strong youth appeal, standout IP, and the vision to become hubs for new-age live entertainment.
- Brand Sponsors: Unlock high-impact visibility, both endemic and non-endemic brands can boost awareness and capture attention during marquee esports events.
Want the full esports strategy briefing? Let’s start the conversation.
At Redseer, ‘Solve for the New Growth Equation’ for platforms, investors, and brands, with data-backed advisory and execution clarity.
