Game On: Why mobile gaming is the new battleground for smartphone and telecom brands

The average Indian gamer isn’t in front of a console. He’s hunched over a Realme device in the back of an Ola cab, clutching a sweaty phone and whispering obscenities as his squad gets wiped in BGMI. And brands? They’re watching.

Because mobile gaming, once the domain of casual Candy Crush distractions and janky racing sims, has levelled up into one of the most fiercely contested arenas for smartphone and telecom providers in India. With over 591 million gamers in the country and 94% of them playing on mobile, brands are no longer circling the space. They’re diving headfirst into it.

Smartphone manufacturers like iQOO, Realme, OnePlus, and Infinix have started backing esports tournaments, striking partnerships with titles like BGMI, and embedding gaming-first features into their devices. Meanwhile, telcos like Jio are launching prepaid plans explicitly designed for gaming: low-latency, high-speed data packages bundled with cloud gaming or esports content access. This isn’t just marketing. It’s ecosystem engineering.

“Gamers today are among the most valuable customer segments,” says Akshat Rathee, Co-founder and Managing Director at NODWIN Gaming. “They’re tech-savvy, performance-focused, and often the first point of influence for their peer networks. And they’re resistant to traditional advertising.” Which is why the new playbook revolves around esports tournaments, creator-driven content, and experience-led engagement. 

Brands like Samsung and OnePlus have worked with NODWIN to build campaigns that don’t just sell a device but embed it into a gamer’s journey. “We’ve seen these campaigns outperform traditional digital in both engagement and recall,” Rathee says.

This sentiment is echoed by Rohit Agarwal, Founder of youth marketing firm Alpha Zegus. “India had 568 million gamers as of 2024, with over 85% playing on mobile. For Gen Z, gaming is a primary purchase driver,” he says. “Brands aren’t just sponsoring events. They’re building ecosystems.” He points to iQOO’s content collaborations and Jio’s low-latency bundles as examples of sustained strategic investments. 

With BGMI tournaments clocking 20 to 30 million live views, this is no longer fringe entertainment. It’s mass media. But as Agarwal warns, long-term ROI depends on more than just a flashy tournament sponsorship. “Post-event community building is where the real brand equity is formed,” he notes.

It helps that Indian mobile gamers aren’t just an audience. They’re the engine. “Gaming is the most seamless brand integration ever for telecom and smartphone players,” says Piyush Kumar, Founder & CEO of Rooter. “These brands literally enable the experience.” He notes that 85% of gaming revenue in India comes from mobile. 

With over 800 million smartphone users in the country, the numbers speak for themselves. But it’s not just about numbers. It’s about nuance. “Gamers are loyal, time-rich, and community-driven. They know what tech supports them, and they reward that with attention.”

Meanwhile, Yashash Agarwal, CEO and Co-founder of Gamezop, is betting on integrations of a different kind. His company plugs HTML5-based games into smartphones and telco apps – think pre-loaded games in browsers or self-care apps that reward users with free data for high scores.

“It’s sticky engagement without the cost of building new games,” he says. “Some of our partners have seen a 15 to 40% increase in time spent on their platforms.” The simplicity and scalability make this a product manager’s dream, and a Google report backs this bet, projecting a USD 3 billion global market for embeddable games by 2028.

For smartphone brands, gaming performance is no longer a spec-sheet checkbox. It’s a core differentiator. “Gaming influences everything from chipset partnerships to battery design,” says Anurag Choudhary, Founder & CEO at Felicity Games. “Campaigns built around esports tournaments or gameplay moments generate far more organic traction than banner ads.” And telcos, he adds, aren’t far behind. With dedicated gaming packs and content bundles, they’re chasing younger audiences who expect digital-first utility and entertainment from their providers.

But Choudhary believes the real test is coming. “The next phase will be about depth. Personalised experiences, exclusive drops, performance rewards – that’s where long-term loyalty will be forged,” he says. Because in an attention economy, relevance isn’t a static achievement. It’s a constantly moving target.

And if brands want to hit that target, they can’t just be in the game. They need to be of the game.

Welcome to the new battleground. Hope your refresh rate is up to spec.