What Asus, Flipkart, Intel Are Doing to Take Gaming to the Next Level in India

What Asus, Flipkart, Intel Are Doing to Take Gaming to the Next Level in India

Asus and Intel are bringing the gaming community in India under one roof

Highlights
  • Intel backed ESL One esports tournament in India earlier this year
  • Asus is set to launch a scholarship programme for gamers
  • Flipkart provides consumer insights to help gaming brands

Gaming is still at a nascent stage in India. Nevertheless, many believe there is a huge potential of growth for the gaming industry in the country, given the size of the market that has a large number of Internet users, especially young people who tend to be the early adopters. A report released by Deloitte last year pointed out that due to the high growth potential of the gaming industry in India, many foreign entities are exploring possibilities to set up their local operations. Among players that are already present in the market, Asus, Flipkart, and Intel have partnered to expand gaming in the country.

Last month, Asus launched its new ROG-series gaming laptops and desktop models based on ninth-generation Intel Core processors to please gamers and esports enthusiasts in India. The Taiwanese giant has also tied up with Flipkart to sell its new offerings through the online marketplace.

Prakash Mallya, Vice President and Managing Director of Sales and Marketing Group, Intel India, at the sidelines of the Asus launch in New Delhi told Gadgets 360 that the explosive growth of the Indian gaming industry has made this one of the most thrilling times in the PC market.

“India is moving towards comprehensive local development of the gaming industry — driven by factors such as an increase in disposable income, ubiquitous Internet, an expanding digital payment user base, and localised games,” Mallya notes.

Notably, Intel is one of the key enablers for gaming laptops and desktops in India and elsewhere. Apart from offering processors for gaming-focussed and other product offerings, the Santa Clara, California-based company is amongst the leading promoters of esports tournaments in the country. For instance, Intel backed the ESL One esports tournament that was held in Mumbai in April this year.

Similar to Intel, Asus has its ROG aka Republic of Gamers brand that hosts various community events for gamers in India.

Intel’s Mallya underlines that it has become important for companies like Asus and Intel to understand what the industry requires, and in their experience, gamers need not only good hardware but also an active community.

“Unlike a regular PC user, a gamer wants to interact with other gamers even when they get a new game or an accessory,” he explains.

He adds that it is the growing community of PC gamers in the country that has made gaming the fastest growing PC segment.

Having said that, the executive believes that the lack of understanding of esports and considering gaming merely as an activity for fun are the two big challenges in India.

Asus India Regional Head for India and South Asia Leon Yu highlights that many Indian parents don’t want their kids playing games or believe that gaming is only meant for leisure time.

“Traditional parents in India still think that they should provide diverse learning to their kids, and they don’t want their kids to spend too much time on gaming,” says Yu.

Agreeing with Yu’s comment, Mallya emphasises that several people in India don’t realise that gaming can be a career option too.

“Many of us don’t even know how esports is different from regular PC gaming,” he continues.

Asus and Intel are, therefore, working together to bring awareness and boost gaming in the country.

On the hardware front, Asus is developing new ROG laptops, desktops, and gaming accessories. Intel, on the other hand, is launching its fresh silicon to offer what gamers want in India. Both companies are also trying to bring affordability to the gaming segment to attract new gamers in the price-sensitive market.