[image credit : Fnatic]
Fnatic’s entry into India was an important moment for Indian esports, and along with the attention it received from fans and well-wishers, the move has paved the way for other organizations to now enter the scene. In March 2020, Team SoloMid became the second international organization to enter the Indian PUBG MOBILE space, partnering up with local organization Entity Gaming. But, India is not just about tapping into a big population and it’s definitely not just about eyeballs on a stream or a video.
“Fnatic coming to India has put India on the world map for team investments and has opened the opportunity for other organizations to learn brand building, fan engagement and how to build a sustainable business around esports. This has also made Indian organizations follow certain global standards in daily operations” said Nimish Raut, India lead at Fnatic.
With previous experience in the entertainment, media, and esports industries, it’s hard to find a candidate with more relevant experience than Raut in the country. His belief is that India is going to be a content and partnerships driven market rather than a prize pool and broadcast rights driven. His goal is also to develop Fnatic into a lifestyle brand and build it into India’s most stylish team.
“We are a lifestyle brand period. Our brand is a statement, we play cool, look cool, live cool and behave cool. Everyone in this team is a style icon on their own including me” adds Raut. The theme around the Fnatic brand and team has been style. From clothing and footwear to a stylish boot camp, the way everyone associated with the team has been carrying themselves is a clear indicator of what direction Fnatic wants to go in.