In an exclusive interaction with Marketing In Asia (M.I.A), Charlie Baillie, Co-Founder and Chief Strategy Officer of Ampverse, shared insights on their joint venture with DMI Finance, who raised US$400 million earlier this year. Drawing parallels to college sports like football and cricket, Baillie underscored the role of nurturing budding esports talent right from the collegiate level. The partnership aims to leverage their experience in developing esports talent, mirroring their success in Southeast Asia with five-time Championship winning Bacon Time.
The Unique Proposition of College Rivals – Esports Series
Baillie painted an exciting picture of COLLEGE RIVALS, an initiative that amalgamates intense Esports competition with entertaining content, influencer appearances, experiential gaming truck activations, and music.
We aim to create a platform that will give students a once in a lifetime opportunity to showcase their gaming skills, gain recognition for their achievements, and learn valuable life skills through the mental challenge of competition.
Charlie Baillie
Beyond serving as a platform for students to showcase their gaming skills, it promises to be a hotbed of inclusivity, diversity, and excellence, building a vibrant amateur community that might eventually produce professional esports talent.
Ashwin Haryani’s Role in Amping up India’s Gaming Scene
Ashwin Haryani, former VP Esports at gaming unicorn Mobile Premier League (MPL) and founder of GamingMonk, is set to steer Ampverse DMI’s operations in India. The venture aims to roll out best-in-class original content and event activations, complementing the existing gaming ecosystem. It also intends to capitalize on its shared vision with DMI Finance for data-driven community engagement via Ampverse Labs’ innovative tech products.
With a commitment to delivering the very best in gaming experiences and products, we are thrilled to embark on this exciting journey together. We are equally delighted to have a seasoned executive, Ashwin Haryani, joining our team to help drive our business forward and shape the future of gaming in India.
Charlie Baillie
I’m excited to join Ampverse and DMI Finance to take gaming in India to the next level. Together, we’ll redefine esports and gaming intellectual properties, delivering exceptional experiences. I’m thrilled to be part of this transformative journey.
Ashwin Haryani
Collaborations with the Indian Government and Future Partnerships
While discussions with the Indian government are still in early stages, Baillie expressed optimism about potential collaborations to contribute to the growth of India’s esports ecosystem, considering the government’s positive steps towards recognising esports as a multi-sports event.
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What Sets Ampverse DMI Apart in the Indian Esports Market
Ampverse DMI is looking to bridge the gap in the market by building entertainment IP’s where gaming intersects with popular culture, aiming to attract a wider audience beyond core esports enthusiasts.
Marketing and Community-building Strategies
Ampverse DMI plans to implement a comprehensive content strategy involving original content formats, on-ground activations, influencer campus visits, and mentorship programs.
We will also have a comprehensive experiential on-ground activation, which will see gaming trucks touring cities coupled with influencers campus visits, mentorship programmes as well as streetwear partnerships. We will also have a diverse influencer talent strategy across gaming, music and lifestyle culminating in a festival-style event as the finale. This strategy aims to weave a compelling narrative for fans and foster a vibrant gaming community.
Charlie Baillie
Future Goals of the Joint Venture
While the immediate goal is to make College Rivals the best IP possible, long-term goals include exploring innovative rewards and incentive products and onboarding web2 users into web3 gaming to ensure a positive influence on Indian esports in the long run.
We firmly believe that India is leading the global digital revolution with the increasing adoption of smartphones and ubiquitous access to data. With millions of casual and dedicated participants across the country, Esports is both the competitive and spectator sporting activity of the future. Together with Ampverse, we’re excited to play a role in growing this already buoyant ecosystem and to make it accessible to a new generation of digital-native enthusiasts.
Shivashish Chatterjee, Co-Founder and Joint Managing Director of DMI Finance
The union of Ampverse and DMI Finance promises to unlock new opportunities in the Indian esports market, projected to reach $1.1 billion by 2025. With College Rivals – Esports Series at the helm, we can expect a significant surge in the Indian gaming ecosystem. As always, M.I.A remains at the forefront, bringing you the latest insights from the world of marketing in Asia. Stay tuned!
