It’s no hidden secret that the Esports industry has experienced unprecedented growth, especially in the last few years. In India, the roadmap to become a professional Content Creator is unclear and it’s not yet considered a viable career option for all simply because there exists a vacuum between the creators and brands. Monetizing and finding brand partnerships is a common challenge amongst Content Creators and one of the biggest hurdles that stands in the way of a passion and a hobby transforming into a full time profession.
In this exclusive interview with SPOGO, Mr Dhiman Kashyap, Co-Founder & CEO, Resilience Esports speaks about his vision and mission, pairing the right influencers with brands, providing programmatic campaign ideas to both brands and creators, developing a content creation structure with top international brands, current developments and long term goals.
Q 1) As Co-Founder and CEO of Resilience Esports, what is your vision and mission as both a talent management firm and a professional video games organization?
The vision of Resilience Esports as both a talent management firm and a professional video games organisation is to provide a better monetising platform for creators, allowing better visibility and accessibility for both Indian and international companies and brands, to make it a collective initiative to connect and create a better working scenario for the creators and brands and helping the next big revolution towards gaming and Esports, through marketing and advertising.
Q 2) How is Resilience Esports helping brands get engagement rates of content creators to pair the right influencers with brands?
Since most Content Creators have proper viewing audience and impressions but lack the monetary benefit and brand partnership, and Brands have the capital to invest and opportunity for partnership but need an audience, Resilience Esports acts as a connection between them, bringing them together by bridging this gap. This allows a long term potential relation between the brands and the creators provided the analysis we have and IP’s we create makes it easier for both parties to complement each other’s deliverables and work in tandem.
Q 3) How important is it to provide programmatic campaigns ideas to brands which mutually benefits both the brand and creator?
Resilience Esports provides the amenities for multi-platform streaming, advertising, brand partnerships and much more. Content Creators start streaming within the program that provides impressions and views. Brands, sponsors, advertisers can benefit from the audience views and interaction and can provide monetary/ non-monetary returns. The content creator, as well as the brands, benefit from this interaction. This ensures that centralisation of one platform allows both parties to have the feasibility to work under each other in a singular place making a lot of unnecessary evaluation easier through us.
Q 4) How has Resilience Esports partnered with top international partners to develop the content creation structure?
We are tied up with 20 International brands who are trying to establish their markets in India, or run campaigns in CPV, CPM, CTR models across different platforms for their products. We are currently partnered/working/have previously worked with brands like Razer, MSI, Lenovo, EKSA, Bluehost, Codashop, Powder, BOLT Global, Govee, Garena, etc. We are also partnered with a multi-million-dollar company SSP partner who has directly collaborated with Google Ads, App Nexus, Verizon, etc. currently providing programmatic campaigns to some biggest publishers in the world which is bringing a whole new inventory for Ad campaigns in India. As of now, we are the first organisation in India to work on a proper ad network mode that enables the advertisement as a part of the content and hereafter making the ratios higher in all platforms.
Q 5) What are some of the developments that Resilience Esports has in store for the coming months?
In the coming months, Resilience Esports is aiming for 5 Billion impressions per month from the Content Creator program and to expand the market to the Middle East, UK and US by increasing the numbers of already recruited Streamers and Content Creators from these places and on October we will be completing 6 months of the CC program. Then we will have New Campaigns for all brands with the target to achieve a minimum of 50 brand campaigns with more than 500 in-house content creators. Our Year-end goal is 10 Billion impressions with more than 1500 plus content creators on board.
Q 6) What are your long term goals and ambitions for Resilience Esports? What do you envision to be the future of esports in India?
In the near future, we are planning to bring people to India and represent this project on a global platform, thus removing the barriers of borders in Esports. Also, we are on the way to get more creators, brands, companies and enthusiastic people on board which will take the program to new heights. Thus making a lot of new IP’s and investing in projects which might change the future of Esports in India and globally.
