The intersection of gaming, brands and entertainment is an interesting and lucrative one. One of the companies that is at the forefront of this amalgamation, is Ampverse DMI.
Ampverse, one of Asia’s largest ecosystems of gaming and entertainment communities and IPs, has collaborated with DMI Group in India to form a strategic joint venture. The primary objective of this partnership is to bolster the esports and gaming ecosystem in the country and create a dedicated platform to nurture and promote college esports talents. This partnership aspires to transform the gaming landscape in India, and they look forward to achieving this by developing a series of gaming IPs including a national collegiate esports platform, hosting on-ground activations, forging partnerships with influential gaming figures, and establishing mentorship programs to nurture up-and-coming college esports talent.
The first co-developed IP, College Rivals - Esports Series was launched in August 2023. The mission is to foster inclusivity, diversity, and excellence within the Indian gaming community. The decision to focus on India is backed by the rapid growth of gaming within the country as well as the revolutionary growth of the creator's economy. College Rival is also India's largest esports and gaming IP and in its Season 2 is penetrating colleges across 22 cities, which it claims is the highest for the sector.
Leading these objectives for the Indian counterpart, is Sumedha Mahajan, Head of Marketing - India, Ampverse DMI who is behind crafting strategies that resonate with a diverse audience, fostering a culture of innovation and excitement around esports and gaming, while scaling and setting up the brand.
In an exclusive interview with Everything Experiential, she speaks about Ampverse DMI’s unique proposition, the College Rivals talent hunt, leveraging experiential marketing as part of its strategies and more.
Edited excerpts:
Ampverse DMI is making significant strides in the gaming and esports ecosystem in India. What sets it apart from other players in this space?
Ampverse DMI's unique strength lies in its multifaceted approach to gaming. By integrating Gaming Entertainment, Gaming Marketing Solutions, and Gaming Commerce Products, we address market demands from both consumer and brand perspectives. Our strategic partnership with DMI Finance combines Ampverse's expertise in building a digital entertainment ecosystem with DMI's financial investments, exemplified by the successful launch of College Rivals. This synergy ensures we provide both innovation and value to the gaming industry in India.
College Rivals has gained attention as a unique gaming talent hunt. Can you share its impact so far and how it has resonated with college audiences and brands?
College Rivals is an ambitious initiative that has successfully built a vibrant esports ecosystem at the grassroots level. It not only connects college students nationwide but also fosters aspiring athletes through intense competition. Beyond gaming, College Rivals integrates elements of pop culture, lifestyle, and community-building, offering brands a unique opportunity to engage meaningfully with Gen Z and Gen Alpha. The use of hyper-personalised campaigns and in-game rewards has made it a standout experience for participants and audiences alike. The 2024 edition of College Rivals engaged over 2,50,000 college students, recording a peak live audience of 7,000 during its finale. Whereas, the Season 2 edition of College Rivals is ongoing and we have already amassed 1,50,000 student registrations across 50 colleges in more than 25 cities. College Rivals, as a talent hunt has become a proving ground for emerging talent, demonstrating the vast untapped potential of esports at the collegiate level.
As a company that bridges gaming, entertainment, and brands, what role does Ampverse DMI play in shaping India’s gaming and esports?
Ampverse DMI envisions gaming as more than just entertainment—it’s a way to build communities and create career opportunities. By introducing unique IPs like College Rivals, we provide platforms that blend gaming with pop culture, streetwear, and lifestyle, shaping esports into a cultural phenomenon. Moreover, our data-driven and gamified marketing strategies allow brands to tap into the gaming market authentically, helping to mainstream gaming and esports in India.
How do you leverage experiential marketing to engage audiences and drive brand collaborations in the gaming space?
Experiential marketing is at the heart of Ampverse DMI’s strategy. Through gamified campaigns, live events, and pop culture tie-ins, we create immersive experiences that resonate with our audiences. Initiatives like College Rivals use cross-media marketing, from organic influencer collaborations to in-game perks, to create a sense of personalization and exclusivity for users. This not only engages gamers but also strengthens brand loyalty.
We also leverage impactful experiential tactics such as flash mobs, designed to surprise and captivate audiences in high-footfall areas, and gaming-themed anthems that unify and energise the community. These creative approaches amplify emotional connections while creating unforgettable moments.
We have also launched Ampverse DMI Pulse, a next-gen marketing agency offering solutions like in-game advertising, influencer strategies, and tournaments, enabling brands to connect seamlessly with India’s growing gaming audience. With Ampverse DMI Pulse, we’re further driving innovation in the gaming industry, ensuring that brands can seamlessly connect with India’s rapidly growing gaming audience and contribute to embedding gaming within the nation’s cultural and economic framework.
What are the key challenges in marketing gaming IPs to both brands and consumers and how is Ampverse DMI addressing them?
A key challenge is ensuring that brands connect authentically with the gaming community while addressing their business goals. Ampverse DMI bridges this gap through hyper-personalised and data-driven campaigns, creating experiences that feel authentic to gamers while delivering measurable outcomes for brands. We also tackle the knowledge gap by educating brands on gaming culture and leveraging organic social media content and livestream shopping to enhance relatability and engagement.
With a growing focus on grassroots gaming talent in India, how does Ampverse DMI nurture and support young gamers through its initiatives?
Ampverse DMI supports grassroots talent through gaming talent hunts like College Rivals, offering not just competition but also mentorship and community-building opportunities. By fostering inclusive platforms where students from diverse backgrounds can connect, we ensure a welcoming environment for all skill levels. Additionally, we provide real-world experience through ambassador programs, internships with esports organisations, and partnerships with industry leaders, preparing students for careers in esports and beyond.
What is Ampverse DMI’s vision for the future of gaming in India, and how do you see experiential strategies evolving in this space?
Our vision is to make gaming an integral part of India’s culture and economy. We aim to achieve this by expanding the reach of initiatives like College Rivals, promoting esports as a viable career path, and driving pop culture integration with gaming. Experiential strategies will continue to evolve, incorporating technologies like AR and VR, alongside trends like livestream shopping and organic influencer content, ensuring deeper connections with audiences and redefining brand interactions in the gaming space. Additionally, with the launch of Ampverse DMI Pulse, we’re elevating brand interactions within the gaming community through innovative solutions like in-game activations, influencer collaborations, and custom tournaments. This aligns with our mission to make gaming central to India’s evolving entertainment landscape.
