Talent managers venture into gaming arena to groom stars

The growing popularity of online gaming in India is spawning new business opportunities for talent management firms, influencer marketing agencies and game streaming platforms.

With professional gamers and content creators attracting millions of followers on YouTube and Instagram, marketing agencies are trying to groom them, develop their brand and pitch them to companies for paid collaborations that can garner fees in the range of ₹5 lakh to ₹50 lakh. Partnerships for over a year can go up to ₹1 crore.

A large number of gaming influencers, mostly aged between 18 and 30 years, are professional players of esports gaming titles such as Free Fire, Call of Duty, as well as strategy games like DOTA.