 Good afternoon, everyone Okay, so what have we learned so far today? We know that gaming has evolved into a large media landscape with numerous gamers We heard a lot about what the publishers had to offer in terms of their new initiatives We also got a glimpse into the new technologies and immersive Experiences in our previous session, but before we move into our last panel We thought it's important for you to understand the 360 of gaming So what should a brand be doing? What's important for them? How do we connect with the gamer? How do we connect with the influencer? These are certain important things that we thought you guys should know before we move into our last session So we just wanted to show you a couple of things as well. So guys, there's a presentation That should be on the screen right now Okay, so while that's happening. I think we'll start off by asking some Questions to both of these guys here. So we have what's up? Who's the founder of XO? So it's up. So basically with regards to the topic, right? We're trying to figure out what should brands be doing in this space What's right? What's wrong? We can't really there's no fixed model in which a brand can address gaming It depending on the category depending on what we're doing. Of course, there are multiple different ways So specifically to you with regards to tying up with e-sport events or with regards to tying up with e-sport teams Where do you think brands are getting it right? Where do you think brands are getting it wrong? So hi everyone. I think The brand should keep the brief very open first of all what we see the briefs that are coming in and the Objectives that are coming in the campaign details that are coming in it's very hardcore and since the knowledge about the industry is not very Great right now and there's not much results based Observations we have okay, so so I think in front of you. We should be very open to what kind of teams We are looking at and what what kind of events we want to partner that totally depends on or depend on What's the scale of the event first of all that second is key? What is objective? It is a fun tournament or it is a hardcore e-sports tournament or it is a Reality show kind of a tournament. What is there? Okay? And what kind of integration we are in terms of the influencer campaign if you do again? It varies from influencer to influencer So if you're going to influencer, we should be very open to them here How do you want to take it forward and how do you want to take it? So we should always listen to them once and we should also take their feedback What they're trying to because because we don't have much case studies or in gaming right now for Endemic or not even both in India right now currently. Okay. Thank you for that. What's up? So Dynamo is it weird that you're in an audience where people are not shouting your name right now? I'm quite nervous to be honest. Okay. So guys in case you don't know Dynamo has only 10 million followers So he's a little guy Sitting very humbly here with us So Dynamo Something very similar we were discussing backstage as well right so in terms of When brands approach you there are multiple kinds of briefs that come to us one very detailed Which has I am targeting this audience. I want this idea. I want this year that everything very clear And then you have those brands who say I want to do something in gaming Yes, like just something but they're not really clear. So which one do you prefer and and how do you navigate this? So there are two kind of blind integration. What is short term one is long term and to be honest I prefer long term that is purely based on what type of content You make and whatever content your audience absorb it and consume it So short term is like they'll say, you know, just put it on on starting off the video and starting with the stream That is to be honest make no sense for me because the audience are there for your content, right? Once they'll charge in your channel, they'll be like there's ads going on So what I do is I'll transfer my ideas to the brands like let's let's do one thing will make it In my ideology. Let's let's give me some creative freedom so that I can Mild and mill that To be honest that particular term on my content so that you know audience will get to know for example if I'm using a headset So I tell the audience, you know guys There's there's someone in Northwest that that guy shooting that guy's running over there Then I go tell them because this hat says can give me more Hearing sense or something so that would be a long term efforts from my side Thanks for that dynamo taking cue from what you just said One of the things that we should be taking into consideration like he said was long term and short term So there are brands that look at tactical campaigns with gaming that are brands that look at strategic campaigns with gaming What we need to understand from the consumer who's the watcher here the consumers also a gamer What is it that he wants? Is he okay with a brand tying up in a manner where you use an influencer for one post walk away? Is he going to be loyal to you? I don't think so and that's what we're hearing as well Let's get a perspective from an event side of things again in events Like dynamo was saying about long-term short-term strategic tactical. How does it work in the event space? How do you guys approach it? Do you advise brands to go long-term short-term? Have you seen brands achieving more success in short-term long-term? What works there? so as dynamo suggested the long-term is always the best solution because we can build up something and then we can You know from campaign to campaign we can add value and we can connect to events also and In terms of the brand results also in terms of the camp e-sports even that that are happening, right? So when we take a brief we always suggest key Let's say we have a X amount of budget we always say it let's distribute in two different quarters or three different quarters And let's spread it and do a small act with it. We don't have to always go for the big activities We should always have a continuous process where we say at least We are trying to what is the brand are lazy and how we are Forwarding it so that that that that is our method if you take the brief We tell them give what these are the activities we suggest and these are the also activities We want to connect it in future once once these two water activities get over. Oh, thank you Okay, so in terms of the boxes that we need to tick. Oh the presentation is back. Thank you If you could just now move to slide two and three we've discussed that already without Okay, so we just wanted to show you in terms of details of how detailed a brand could go into a presentation This is just a dummy in terms of what a brand could expect if you could just go to the next slide This is what by the way we hear most often I want to do something in gaming and then it's left up to us and Then it's left up to us in terms of what we go back with right So this is an open canvas which we need to draw whatever we feel fits for the brand So through what we learned today during the entire session we understood that there are multiple different opportunities So there's content. There's experience. You have game events. You have in game Integrations which could be ads which could be organically tying up with the game itself Taking cues from there and moving into the next topic that we want to talk about was actually in game integrations So we were actually discussing few brands which had ads within the game and where gamers Were not very happy in terms of being interrupted in the game that we were playing so we spoke about some fun examples of a global game called Call of Duty where you see Hummer which is a very Organic fit into the game itself. It doesn't interrupt anyone and everybody seamlessly seems to enjoy it because it Happens to be the fastest car in the game and Dynamo You were also giving us an example in terms of the game that you were playing right one some of the The cars that you were using or if you could just throw some light on that, please The in-game. Yeah. Yeah, all right. So in BGMI BGMI. So there was a camping like Tesla over there Conic's like was there Lamborghini is currently is going on Bugatti's over there as well. So what you can do is you can just Get some uses and all get those cars in a game and use it as your content And maybe just for the game or something like that. Perfect. So See when you hear BGMI Does it strike you that you're hearing brands like Conic's egg? You're hearing brands like Bugatti because when you see the game being played It's a it's a pretty marsy game yet. You see luxury brands fitting into the game Seamlessly and how you use it and how you showcase the brand is what matters the most So that's just one example that we want to talk about also, what's up coming to you in terms of integrations within live streams Has that evolved from just pure logo placements that you see in live streams? Or are there newer ways in which brands can actually integrate in the live streams itself? So it has changed quite a bit So now before when we used to the campaign in 2020 and 2021 past two three bad two three are back from the when BG man then pubg was there before the BGMI ban It was just about placing the logo elements and playing the 30-second red and we can do that But now the brands have also the endemic brand those who are doing e-sports for a long term time now They know it is not just about the placement logo and everything so now they prefer key the influencer should use the product talk about their features talk About how they are getting benefited from them and also they should use it for a long time Okay, so now the endemic brands for sure They want them to use it use the product give them an organic review how do you think it is not about key? What is the term that I want to say it is about key when you're doing a full off for our long stream and Give me this is what is known for like At no where you can watch Indian friends are live, right? They give me the only place where you can experience The live and you can you can get the reviews also on any live experience So they weren't keen a four year for if you are doing a four hour long stream. It should be a very ordinary organic Integration it should be like it is not you are not trying to sell it basically, okay got it. Thank you Okay, so guys There's something that I just wanted to showcase to you in terms of what you can follow as a general mantra I'm not saying there's a one-size-fits-all kind of a solution when it comes to brands in gaming But essentially what you can look at is what we discussed in terms of content But when we are talking about gaming content, it's the content that the influencers producing It's the content that the game maker or the publisher or the event organizer is producing It's also content that the brand is producing itself, right? So it's a function of merging all three and providing the consumer with what he wants So like dynamo was saying it's very important that you understand What the gamer himself is suggesting to the brand because that's what will work for his audience and he knows his audience best So it's on us to actually educate inform the brand that when we are creating the content It should be made in such a way where the brand should be integrated How subtly it should be integrated or in your face. So it's basically up to us to discuss that When it comes to experience, I think Neeraj you blew our mind away with what you were just showcasing to us There are so many new avenues with technology today where we have a chance to give a consumer a very unique Experience something that he's never seen before if you can merge content Experience together nothing like it at the end of the day. It's it's very imperative for us to you know Merge many of these things together like influencers with experience gaming events and influencers in-game integrations and experience and one thing that we always forget when we are talking about gaming is We were just having a chat again backstage about what do they do when they're not gaming whenever we talk about gamers We think we should only tie up with streams We think we should only tie up with events But it's also important for us to catch them outside of the zone where they're actually sitting now for example Dynamo you are having a chat with me about your you like music and there are yeah So if if you can just tell us what are the things that you do outside of gaming? Yeah, so I'm looking at this questions asked from my Colleagues and all the interviews as well like what you do outside gaming. So I prefer music concert sometime Saturday Sunday It's a fun time for me I'm not that much into fitness. So I do regularly cycling. That's all I can do and sometimes a Walk with my dog. That's that's could be a that could be answer for this question So it's of what you've seen with your eSports team, right? You have multiple different gamers there So outside of the things that they do every day in the gaming ecosystem You would say they're very well-versed with pop culture today You can't say that they do attend events like Just throw some light on what is it that your gamers are doing on a daily basis? Yes, so We honestly see this as our audience overlap is there and when we see as a game of when we had a gaming house And we had all a team also called team X and B. J. My okay. So music is a priority music is a thing that they always do they go out for like The easiest 28 from 26. Okay, so whatever you can think of k the geniuses are doing okay So so so they are into it but yeah music concert going out paying some games again Offline physical so that they are there also did so one of the thing that I always patient also keep it's very similar when you talk About the cricket and the eSports. Okay, so 90% those who are into eSports you will find that they also watch cricket very much Okay, and they are into cricket. Okay So basically the reason why we brought this last is While we're talking about everything else in terms of content experience gaming events in game and influencers all of this is very Coat to gaming but it's in order to scale whatever you're doing with the brand It's very important to step outside of this code Now for example if we are doing something with dynamo in a gaming event It's it's just known you know that that's exactly what the brand is going to do And you're going to get that set number of people who are there How about we take this experience outside of this gaming event? What if we take it to supersonic or a sunburn that audience there today? We were talking about 500 million gamers So obviously we know the the numbers are large But it's about how we scale the idea that we're talking about and not just limited Within the core gaming universe and move it more towards the casual gaming universe So that in a nutshell is basically what we wanted to cover So just a quick recap guys. It's content It's experience that you can give them in a gaming event or pop culture events mixing with influencers in game integrations Keep in mind. You can mix multiple of these together if you can bring them all together Nothing like it and you'll see a huge form and factor in how we're moving from content to commerce in gaming where you'll see For example a dynamo directly linking your product to sales when he's putting up his links there You will see the same thing through experiences in the metaverse where there is a new There's a new property that one of our partners is launching through the metaverse You can buy a product in the metaverse, which you then get physically So you see a lot of linkage happening here, but yeah guys in a nutshell This is basically the small mantra that we wanted to share with you If you guys have any questions We're open for some Okay, so I'm guessing that was Oh, no Hello. Yeah. Hi. Actually. I have a very specific question and this is for the larger group You gave us a great framework in terms of how to approach a gaming brief If you could dwell a little more on probably Looking at some categories and how do we approach this? So for example, I think a previous slide spoke about a parallel as a category So if a parallel as a category or a client from our parallel category has to in get involved into gaming What would the roadmap be of the last slide and if you could take up a couple of more Categories, I think it would be fruitful for the group at large. Thanks Okay, got it. So a parallel as a category. So you went non endemic in a sense Okay So I think the first thing that three of us would think of when it came to a parallel is how can we do this seamlessly? So I think in BGMI you start with no clothes, right? The no clothes. Yeah, he starts the character in the game like when you start. No, so actually the game gives you a proper Costume for that. Okay, so they provide that with you So I think the best way to approach it would be think of a game where a parallel would fit in organically as that would be My first thought so if we had to do BGMI you can Put clothes in the game for you to purchase from the store. Yes, exactly. You can do that So store it is a store. Yeah, so I think the first step would be to think of what you can do organically now for example a barrel just to give you an example of Linking all the things that we spoke about first. We would say an in-game integration where you have Actual a barrel of the brand available in the game in the store So link that to your retail in a way where a gamer who purchases it for his Operator in the game also gets that in real life in the retail store. So he's purchasing it in the game He's getting it in the retail store and move that retail store to your gaming events as well from your gaming events Give them an experience that they can't buy by tying up with an influencer who's doing the same thing So change your entire retail store to look like the store in the game So basically find multiple ways to bring together the same campaign that you're starting with to give it hands and legs And of course scale it up and like both Utsav and Dynamo said Keep it long term so the consumer remembers and knows who you are and what you're associated with Another one that we are also doing with one of the FMCG brand for the two minutes noodle or FMC or chips brand any if you're looking at They're trying to do it with one of the games where we'll drop up some of the chips or two minutes Noodle will they have to stay there and make that noodles or they can just unwrap it and eat it Basically one of one of the game integration is there another one the out of the game and you know with the same game What we're trying to do is we'll drop a QR code in their packets Okay, and they can come and join the tournament and play and there will be our regional and then in national tournament happening for that So by eating the rap particular chips or two minutes noodle what you will get where you can just come and join the tournament also Plus you will get the end game benefit both So actually you can take that to more places as well from there So you can take that to giving them an experience through him consuming the product Sort of VR a our experience that Neeraj actually showed so there are multiple ways in which you can do this But essentially it's about covering the entire spectrum of what we basically showcase to you guys Okay, okay. Thank you so much guys. Thank you. Thank you so much guys