In an exclusive interaction with MediaBrief, Sooraj Balakrishnan, Head of Marketing at Acer India, discusses how gaming in India has evolved from a hardware-led category into a broader entertainment and cultural ecosystem driven by creators, communities, esports, and content. He also shares Acer’s strategy for engaging gamers through authentic experiences, the growing influence of gaming creators on purchasing decisions, the opportunities emerging from Tier II and III markets, and the company’s vision for nurturing India’s next generation of gamers and digital creators. Read on.
Gaming in India is no longer defined solely by hardware specifications. What was once considered a niche technology category has grown into a vibrant cultural and entertainment ecosystem powered by creators, communities, esports, and content. Speaking about the catalyst behind this shift, Sooraj Balakrishnan, Head of Marketing at Acer India, says, “The biggest catalyst has been the mainstreaming of gaming as a form of entertainment and social engagement.”
He continues, “Over the last few years, gaming has evolved beyond a niche hobby to become an integral part of how young consumers connect, compete, and express themselves. The rise of content creators, esports tournaments, live streaming platforms, and gaming-focused communities has transformed gaming into a cultural phenomenon that extends far beyond the screen.”
“At the same time,” Balakrishnan says, “widespread access to high-speed internet, affordable gaming devices, and increasingly capable gaming devices has lowered barriers to entry and expanded the gaming audience across India.
“As a result, gaming is no longer defined solely by hardware specifications; it is now an ecosystem that brings together entertainment, content, communities, creators, and technology, making it one of the most dynamic segments in the digital landscape today.”
Beyond gaming brands: The battle for consumer attention
As digital entertainment options multiply, the battle for consumer attention has become more intense than ever. Gaming today exists within a broader ecosystem that includes streaming platforms, social media, and short-form video content. Discussing how this evolution is influencing Acer’s approach, Balakrishnan says, “Consumer attention today is more fragmented than ever. Gaming is now part of a broader digital entertainment ecosystem that includes streaming platforms, social media, and short-form content.”
“However,” he says, “rather than viewing these platforms solely as competitors, we see them as interconnected elements of the same ecosystem. Gaming often intersects with content creation, live streaming, and online communities, enabling users to engage with their favorite games beyond gameplay itself.
“This shift reinforces the need to think beyond hardware and focus on delivering experiences that resonate with gamers’ lifestyles and passions.
“Our strategy,” Balakrishnan says, “is centered on understanding how gamers consume content, interact with communities, and engage with entertainment across platforms. This helps us create more meaningful touchpoints through partnerships, esports initiatives, creator collaborations, and products that are designed to support the evolving needs of modern gamers.”
The growing influence of creators on gaming purchases
The rise of gaming creators has fundamentally altered how gamers discover, evaluate, and purchase products. With audiences increasingly turning to trusted creators for recommendations and insights, traditional advertising is no longer the sole driver of influence.
Touching upon how this shift has reshaped Acer’s marketing approach, Balakrishnan says, “Gaming creators have become highly influential voices within the gaming community because they bring authenticity, credibility, and real-world experience to the conversation. Gamers today often rely on creators not only for entertainment but also for product recommendations, performance insights, and purchasing guidance, making them an important part of the decision-making journey.
He adds, “This has led us to adopt a more community-driven marketing approach. While traditional advertising continues to play a role in building awareness, we are increasingly focused on collaborating with creators, streamers, and gaming personalities who can showcase products in relevant and engaging ways. These partnerships help us connect with gamers more authentically, foster deeper engagement, and build trust through genuine experiences rather than one-way brand messaging.”
What works in gaming marketing today
The rules of gaming marketing have changed dramatically in recent years, with authenticity and community engagement taking center stage. Reflecting on what works best today—and what no longer delivers the same impact—Balakrishnan says, “For younger audiences, authenticity and community engagement have become far more important than traditional brand messaging.
He adds, “Gamers today want to see products in action, hear honest perspectives from creators they trust, and engage with brands through experiences that feel relevant to their interests. As a result, creator collaborations, gaming events, esports initiatives, live streams, and community-driven activations have become some of the most effective ways for us to connect with this audience.”
“At the same time,” he says, “conventional one-way communication is becoming less effective on its own. While traditional advertising continues to play an important role in building awareness and reach, meaningful engagement increasingly comes from interactive experiences and conversations that allow gamers to connect with the brand in a more authentic and participative manner. The focus today is less on simply delivering a message and more on becoming an active part of the gaming community.”
Building authentic connections with gaming communities
As gaming communities become more influential in shaping trends, preferences, and brand perceptions, companies are increasingly focusing on deeper, more meaningful engagement. Reflecting on Acer’s experience with creator collaborations and experiential initiatives, and the key lessons that have emerged from these interactions, Balakrishnan says, “One of the biggest learnings has been that gaming communities value authenticity, inclusivity, and meaningful engagement far more than traditional brand-led communication. Gamers are highly informed, passionate, and connected, which means they respond best to brands that actively participate in the community and contribute to the ecosystem rather than simply market products to them.”
“This insight,” he says, “has influenced our strategy by encouraging us to take a more community-centric approach across marketing, partnerships, and experiences. Whether through creator collaborations, esports initiatives, gaming events, or grassroots community engagement, our focus is on building long-term relationships with gamers and understanding their evolving needs. These interactions not only strengthen brand affinity but also provide valuable insights that help shape our product offerings, campaigns, and overall gaming strategy in India.”
Looking beyond reach to measure community impact
For gaming brands, the success of a community initiative is often defined by engagement rather than exposure alone. Explaining how Acer measures these efforts internally, Balakrishnan says, “For us, the success of a community initiative is measured not only by reach, but by the quality of engagement it creates. Metrics such as participation levels, event attendance, livestream views, content engagement, creator amplification, social conversations, sentiment, and community feedback help us understand whether the initiative has genuinely resonated with gamers.
He adds, “We also look at deeper indicators such as repeat participation, growth in community interactions, user-generated content, product interest, and the impact on brand affinity. In gaming, success cannot be measured purely through impressions or visibility. A truly successful initiative is one where the community feels involved, the engagement continues beyond the campaign period, and the brand is seen as an authentic contributor to the gaming ecosystem rather than just a sponsor or advertiser.”
Why smaller cities are driving gaming’s next growth phase
As gaming adoption spreads deeper into India’s smaller cities and towns, brands are beginning to recognise the immense potential of these audiences. Reflecting on the opportunities that remain underappreciated across Tier II and III markets, Balakrishnan says, “Tier 2 and Tier 3 markets represent one of the most significant growth opportunities for the gaming industry in India. These regions are witnessing increasing access to high-speed internet, greater digital adoption, and a growing appetite for gaming and digital entertainment.
“Importantly,” he says, “we are seeing a new generation of gamers, creators, and esports enthusiasts emerging from these markets, helping broaden the gaming ecosystem beyond traditional urban centers.”
He continues, “What many brands may underestimate is the depth of engagement and aspiration within these audiences. Gamers in these markets are highly connected, informed, and eager to access quality gaming experiences. As awareness and purchasing power continue to grow, there is a significant opportunity for brands to build stronger relationships through localized engagement, community initiatives, accessible product offerings, and experiences that cater to their unique needs and aspirations.”
How are Predator and Nitro evolving to meet changing gamer expectations?
As the gaming landscape evolves, consumer decisions are increasingly being shaped by creators, communities, and content alongside traditional performance metrics. For brands such as Acer, this means ensuring that products remain relevant not only from a technology standpoint but also within the broader gaming culture. Reflecting on how Acer is evolving its Predator and Nitro offerings to align with these shifts, Balakrishnan says, “Predator and Nitro are designed to serve different gamer segments, but both are evolving in line with how gaming culture itself is changing.
He continues, “While performance, innovation, and reliability remain fundamental, today’s gamers also look for products that align with their lifestyles, content consumption habits, and involvement in gaming communities. The decision-making process is no longer driven solely by specifications; it is increasingly shaped by creator recommendations, community feedback, and real-world user experiences.”
On the subject of staying relevant, he says, “To stay relevant, we continue to strengthen our engagement with creators, esports ecosystems, gaming communities, and experiential platforms that allow gamers to interact with our products in authentic settings. This helps us better understand evolving consumer expectations and ensures that Predator and Nitro remain closely aligned with the needs of both competitive gamers and the broader gaming audience.
“Our focus is not just on delivering powerful hardware but on being an active participant in the gaming ecosystem that influences how consumers discover, evaluate, and experience gaming technology,” says Balakrishnan.
Shaping the next generation of gamers and creators in India
Finally, reflecting on Acer’s long-term vision for India’s gaming ecosystem and how the company aims to contribute to its future growth, Balakrishnan says, “India’s gaming ecosystem is still in a phase of rapid evolution, and we see tremendous potential for it to become one of the world’s most vibrant gaming markets.”
“Our long-term vision,” he says, “is to contribute to the growth of an inclusive and sustainable ecosystem that supports not only gamers but also creators, esports professionals, developers, and the broader gaming community. As gaming continues to converge with entertainment, content creation, and digital culture, we believe the opportunities for innovation and engagement will only expand.
He wraps up by saying, “At Acer, we aspire to be more than a technology provider. Through our Predator and Nitro portfolios, creator partnerships, esports initiatives, community engagement programs, and experiential platforms, we aim to empower the next generation of gamers and creators with the tools, experiences, and opportunities they need to grow. Our focus is on helping nurture a thriving gaming culture in India while continuing to deliver innovations that enable users to learn, compete, create, and connect.”
