The Esports Federation of India (ESFI) recently announced a major collaboration with India’s biggest multiplex chain INOX Leisure Ltd., with the latter holding the title of an exclusive cinema partner. The collaboration follows a successful launch of the “Road To Asian Games” (RDAG) program, the official esports program organised by the Asian Electronic Sports Federation (AESF) and the Olympic Council of Asia (OCA) to streamline national and regional team qualification processes before the Esports Final at the 2022 Hangzhou Asian Games.
Esports will be making its debut as a medal event at the 2022 Asian Games and this unique partnership sees INOX and ESFI teaming up to improve the gaming and viewing experience of some of the country’s biggest tournaments and matches.
As the ESFI’s exclusive cinema partner, INOX is able to reach the masses and showcase matches to fans around the country, which will help to expand the fanbase of esports in the country.
The partnership launch event that took place in Mumbai on Monday was attended by INOX Leisure Ltd CEO, Mr Alok Tandon; alongside the ESFI’s President, Vinod Kumar; Director Lokesh Suji; and esports FIFA athlete, Siddh Chandarana; while India’s first & only esports medalist, Tirth Mehta, joined the event virtually from Bhuj.
Mehta praised the partnership and the growing support for esports in recent years.
“With the introduction of Esports as a medal event in the 2022 Asian Games, it is overwhelming to see how corporates are now coming forward and supporting Esports. As a player, such backing gives us a sense of assurance that the ecosystem will continue strengthening. I believe every sport needs to have good training facilities, awareness, popularity, and support to make it prosper, and ESFI’s partnership with INOX is a progressive step towards a brighter future and such backing gives us an assurance that our esports community is in safe hands.”
Commenting on this groundbreaking partnership, Mr Alok Tandon, the CEO of INOX Leisure Ltd showcased his excitement for this venture, saying,
“Our cinemas are present at highly urbane and youth-centric locations, servicing the entertainment needs of a predominantly young population in an unmatched ambience equipped with advanced cinema technology. We believe this advantage, coupled with all our marketing capabilities will help us popularize esports at a much faster pace in our country. With esports gaining global significance, there cannot be a better time for us to fulfil this responsibility. With this association, we will build more esports IPs and who knows with our initiatives we can unearth a Neeraj Chopra in esports for our country.”
Meanwhile, Mr Vinod Tiwari, President, Esports Federation of India & Director, NOC & International Relations- Olympic Council of Asia noted how the partnership can provide grassroots level support for Esports, and especially help with the development of players as they prepare for the RDAG Regionals and the Asian Games.
“The experience of watching Esports tournaments on the big screen is enthralling and engaging. ESFI is excited for this partnership, as this will also be a concrete step to take esports to the masses and inspire people and give them a platform to showcase their talent. The exclusive partnership comes at a very right time when the Asian Games is scheduled in the month of September and ESFI will soon launch “AESF’s Road to Asian Games” to select the national esports contingent of our country.”
AESF Director General, Mr Sebastian Lau expressed his support for the partnership, noting its potential to catapult esports around the region.
“The year 2022 will be a turning point for esports, with its inclusion as an official medal sport in Asian Games. With eight medal events and 24 medals at stake, this will be a significant step for the global esports community. At such a pivotal moment in the history of esports, it is inspiring to see the ESFI taking charge and leading the esports community.”
With the RDAG program soon to launch in more countries, Mr Lau hopes that Member Federations and National Olympic Committees use this opportunity to reach out to their local communities and grow their partnerships to create a holistic and thriving esports ecosystem.
The partnership between the ESFI and INOX is a sign of bigger things to come for Esports, both in India and around the region, and AESF is excited to see what comes next.
Click on the link to watch the ESFI x INOX Partnership Launch Event
