Esports has been a key focus for us: iQOO CEO Nipun Marya

The Indian smartphone market remains one of the most competitive and fast-moving consumer technology categories. In this climate, iQOO has been pushing hard to connect with India’s youth through high-performance devices, gaming orientation, and aggressive digital engagement. 

Nipun Marya, CEO of iQOO, says the company is trying to align both products and marketing with what younger users, particularly gamers, care about most.

Product focus meets digital strategy

Marya explained that iQOO’s growth has been driven by building products tailored to the needs of today’s youth, with performance and gaming capabilities designed to match their lifestyle. He added that constant feedback from the community, often gathered through online engagement, helps refine those products.

He stressed that online advertising has become more than just a medium to promote devices. “Our primary consumers live in the online space, which makes digital platforms the most effective way to connect with them,” he said. 

Platforms such as Instagram and creator collaborations have been fundamental to reaching Gen Z. For recent launches iQOO made use of Amazon Ads to reach relevant audiences and build pre-launch buzz. 

The campaign included interactive formats such as Amazon Live, an influencer led live shopping event, along with display, video, and in search ads on Amazon Ads.

Market dynamics and how iQOO is responding

India’s gaming user base is large and still growing. Reports suggest hundreds of millions of Indians now play mobile games and mobile accounts for over 90 percent of the country’s gaming market. Growth has been supported by affordable smartphones, wider internet access, and rising disposable incomes.

Marya described several marquee campaigns from the past year. “Esports has been a key focus for us,” he said, citing initiatives such as iQOO Gamers Unite and the Chief Gaming Officer program, where a young gaming leader helps bridge the brand with the wider gamer community. 

Entertainment led efforts such as iQOO Meme Nights with YouTubers and the iQOO Quest Talk series sought to reach young audiences with cultural content, while cricket tie ups allowed the brand to speak to mass viewers.

On the commerce side, iQOO has extended this storytelling to retail platforms. Its campaigns on Amazon Ads use a full funnel approach that combines video ads, livestreams, display inventory and in search ads. 

Marya said this method has been effective in creating awareness and driving conversions across different stages of the consumer journey.

Balancing awareness with performance

Young digital-first brands face the challenge of scaling awareness while also proving their ability to convert. Marya acknowledged that building awareness remains the top priority but performance marketing has also been strengthened. The company has invested in first party data, enabling sharper mapping of consumer journeys. 

Tools such as Amazon Pi are used to track brand health in real time. “This balance between brand building and performance marketing ensures we are not only driving immediate results but also laying a strong foundation for sustainable growth,” he said.

Based on consumer insights, iQOO identified Amazon as the key shopping destination for its core audience and built its e-commerce strategy around the platform. This includes influencer led activities, use of Amazon Live for product storytelling, and always on Search Ads campaigns through Amazon Ads. 

Marya said this mix has helped amplify reach and sustain consumer consideration in a crowded online environment.

Moving beyond digital first origins

Although iQOO entered India as a digital first brand, it has gradually started to expand offline. Select retail outlets now carry iQOO devices and the company plans to grow this footprint.

This hybrid approach reflects a broader trend among online first brands that are trying to reach consumers in smaller cities where physical experience and trust continue to influence purchase decisions.

At the same time iQOO is not losing sight of its core strength. Esports and youth storytelling remain central pillars, with flagship events like the iQOO Battlegrounds Series LAN bringing together gamers, creators and fans. 

Marya said the brand aims to deepen its presence in the gaming community while also exploring innovative ways to connect with young consumers through product experiences and campaigns.

Why iQOO’s approach could matter

India’s smartphone market is intensely competitive with brands such as Poco and Realme also positioning themselves toward Gen Z consumers through gaming and performance devices. 

But, iQOO’s strategy of combining esports engagement with targeted digital advertising and Amazon Ads, offers some differentiation. Nevertheless, sustaining momentum will depend on consistent execution as rivals adapt similar playbooks.

“Youth will continue to be at the heart of iQOO’s storytelling. We want to keep exploring innovative ways to connect with young consumers whether through exceptional product experiences or disruptive campaigns,” Marya said.