Ampverse DMI, a JV between Ampverse Group,(Ampverse) a gaming and entertainment ecosystem with bases across Southeast Asia and India, and DMI Group (DMI), an Indian financial services platform, recently announced its FY ’24 plans and expansion roadmap for India.
Ampverse DMI as part of their 2024 plans will launch suite of solutions, including Marketing Solutions for brands and game publishers, and Commerce Products. These will focus on merchandise and e-commerce-enabled solutions for gaming communities for the first time in India as part of its 360 degree bouquet services.
Medianews4u.com caught up with Ashwin Haryani, country head, Ampverse DMI, India
Q. According to a report by Maple Capital Advisors, the Indian esports market is projected to grow to $1.1 billion by 2025. Will this growth come from the Metros or across the country in the company’s view? Is the core TG Gen Z?
The Indian Esports growth shall definitely see a rise and the growth will come from Tier two and three cities in the country. With the deep penetration of the internet and the adoption of mobile phones, every village has access and digital connectivity and more and more users happen to be Gen Z. These users start playing games early and are way more keen to like and explore a career in competitive gaming.
Q. How did the partnership between Ampverse and DMI Finance come about last year?
DMI Finance was looking for a partner to help it reach the Gen Z audience in the country as DMI Finance focuses on providing consumer electronics loans which are majorly taken by the young working professionals and to catch them early – College Students were the best bet to do so. Ampverse cracked the deal with DMI Finance in May 2023 and launched College Rivals as their first IP in India.
Q. What is the business model and how is this being fine-tuned?’
We work like every other Event / Sports IP. We generate revenue via brand sponsorships, event ticket sales, merchandise and multiple other avenues. However, in Season 2 we are keen to expand our revenue streams by launching more business verticals in India this year, which are dynamic and self-sustaining and will help to enhance the audience base.
Q. The goal is to shake up the esports industry. How will this be achieved?
Well we are trying to shake up the Esports industry by conducting India’s Largest Esports Talent Hunt which is focussed on building grassroots talent. Our IP – College Rivals promotes college students to take part in amateur tournaments conducted by us both online and offline and we give them a platform to showcase their skills and be recognized in the world of Esports.
Q. The IOC will do the first Olympic esports event in Saudi Arabia next year. How will that give a boost to esports should that happen?
Being recognised as an Olympic sport shall definitely redefine how Esports is perceived by others. It will help in changing the perception of parents and top management at schools and colleges in a big way and there will be much more social acceptance. Also with this legitimacy and acceptance of the highest body in sports, the governments of each country shall get more involved in building up national teams for various games in Esports. This shall benefit all stakeholders of the Esports ecosystem and I am very bullish about India’s bright future.
Q. How much R&D went into developing the company’s first IP College Rivals?
College Rivals was a very well thought of and well researched IP. The leadership team at Ampverse & DMI met various experts from the Esports industry and saw a void at the grassroots level and explored the idea of creating a pathway for a college student to become a professional athlete. We also researched various other sports grassroots programs as a part of this exercise.
Q. What are the other kinds of esports IPs that the company will develop?
So far we will focus on scaling College Rivals as our Esports and Gaming IP in India. We will however launch new business verticals beyond College Rivals and Esports as well in the financial year and figure.
Q. How important is it to invest and shape the distribution of fandom?
College rivals provide a unique opportunity for brands to engage with the college audience in India. These rivalries evoke strong emotions and pride among students, making them an ideal platform for brands to connect through strategic marketing and sponsorship of events like sports competitions or cultural festivals.
Additionally, college rivals serve as fertile ground for gamers seeking professional platforms to showcase their skills and compete at high levels. By aligning with these rivalries, brands can tap into the enthusiasm and loyalty of students, enhancing brand visibility and fostering a sense of community and excitement within the college demographic.
Q. Sports broadcasters and OTT platforms sometimes air esports events. What role will they play in making esports more mainstream?
OTT and broadcasters definitely offer the much-needed distribution that Esports events need today. Broadcast and Streaming definitely play a very important role in taking Esports to the masses.
Q. What role is AI playing for the company in terms of developing better services for gamers?
AI is becoming increasingly popular everywhere and even in the gaming industry. We use AI in many of our graphics along with AI helping us with data crunching and analysing our user data.
AI is revolutionising competitive esports by enhancing gameplay through AI-controlled opponents and advanced analytics that analyse player performance and strategies. It also improves user experiences by personalizing gaming interactions and providing real-time statistics during broadcasts. AI’s role extends to ensuring fair play through anti-cheat measures, thereby bolstering the integrity of competitive gaming. As AI continues to evolve, its impact on esports is poised to grow, offering new opportunities for innovation and enhancing the overall competitiveness and engagement within the gaming community.
Q. What are the company’s plans to facilitate advertiser activity in e-sports? Is educating advertisers about the potential of esports going to be important?
Esports is fairly new to brands and many advertisers need to be educated on Esports. At College Rivals, we are targeting the young gamers who want to get into professional Esports. Advertisers looking to target the Gen Z / college students, we serve as a perfect platform for advertisers to promote their products and services to this crowd in a very organic and cool manner utilising Esports.
Q. With an increased focus on user privacy will this impact the esports sector?
In my opinion, No actually. The Esports industry shall be happy with increased focus on user privacy. User privacy and safety within the gaming ecosystem is very important to protect young gamers and the sanctity of esports.
