India’s gaming sector, valued at $3.1 billion in 2024, is poised for exponential progress, with projections suggesting it can attain $8.92 billion throughout the subsequent 5 years, in line with a report by Grant Thornton Bharat and the E-Gaming Federation (EGF).
The nation is residence to roughly 442 million avid gamers, making it the world’s second-largest gaming market after China. Cell gaming reigns supreme, accounting for a considerable 80-85% of the market share.
Paramjeet Singh Mehta, head of promoting at Asus India, sees this pattern as a major alternative for the PC gaming phase as effectively. Simply as cell gaming accessibility is tied to smartphone capabilities, an analogous shift is rising in PC gaming, the place {hardware} necessities are always evolving, he notes.
Mehta factors to a pattern the place avid gamers, after spending round 18 months in cell gaming, more and more search superior options and experiences supplied by gaming PCs.
He believes that this presents a considerable progress avenue for manufacturers like Asus. To capitalise on this pattern, the model launched ROG Ally, a cutting-edge console that seamlessly combines the excessive efficiency of a gaming PC with the portability of a handheld gadget.
The Taiwan-headquartered model has strategically divided its operations into two main segments, with gaming represented by Asus ROG (Republic of Players). Established in 2006, ROG focuses on high-performance gaming {hardware} and peripherals, providing an intensive vary of merchandise tailor-made to reinforce gaming experiences.
Asus ROG has demonstrated substantial progress, with gross sales reaching roughly 900,000 models in 2023 and round 1.2 million models in 2024, capturing 25-30% market share within the gaming class, in line with Mehta.
The model’s gaming laptops are additional categorised into two segments: informal gaming, priced between Rs 50,000 and Rs 80,000, and efficiency gaming, starting from Rs 80,000 to Rs 2.5-3 lakh.
Based on a report by IDC (Worldwide Information Company), Asus ranked fifth amongst PC producers in India with a market share of 9.7%. The corporate nonetheless, skilled a major 22.3% Y-o-Y decline in its market share, primarily attributed to a leaner stock technique.
The model’s entry-level merchandise are priced within the vary of Rs 30,000-50,000, catering to a various vary of customers.
Demographically, the model holds a robust foothold within the 15-35 age group, accounting for 55% of the client base within the non-gaming phase and 70% within the gaming phase.
Income and bodily presence
Organised commerce channels, similar to Reliance and Croma, contribute 15% of Asus’ whole income, whereas on-line platforms similar to Flipkart and Amazon account for 30-35%. Unique model shops (EBOs) generate round 20% of the income, with the remaining 15% cut up between multi-branded shops and smaller retailers in tier-II and tier-III cities.
The model at present operates over 300 EBOs throughout India, together with 9 specialised gaming shops, the place clients can guide slots to expertise gaming on high-performance desktops. Within the subsequent two years, the model plans to open 300 extra EBOs.
Advertising and marketing technique
In July 2024, the model collaborated with Nice Khali for its TUF Bano TUF! marketing campaign to advertise gaming laptops.
Moderately than focusing solely on conventional campaigns, the model faucets its viewers by means of invitations tailor-made for particular audiences, significantly avid gamers and tech fans.
Asus ROG hosts occasions similar to ROG Showdown and ROG Academy. ROG Showdown is a aggressive gaming sequence that includes tournaments for in style video games similar to PUBG and Valorant.
In the meantime, ROG Academy focuses on nurturing skilled gaming expertise by providing coaching, sources, and mentorship to aspiring esports gamers.
For know-how fans, the model organises ProArt Labs and ASUS Stay Workshops. ProArt Labs cater to creators, significantly these in content material creation, graphic design, and multimedia manufacturing, providing insights and instruments to reinforce their craft.
ASUS Stay Workshops present hands-on experiences with the most recent Asus merchandise and applied sciences, catering to fans eager on exploring superior tech options.
Going forward, Mehta says, “We’re working to ship progressive options similar to dual-screen laptops, handheld gaming PCs like ROG Ally, and superior gaming software program to reinforce the person expertise.”
Advertising and marketing spend
The model spent round 10-15% of its whole advertising and marketing price range on print media and 15-20% on e-commerce platforms for show and search campaigns, in addition to sponsorship. Influencer constitutes 20% of the entire price range.
The model allocates its advertising and marketing price range, with 15-20% directed in direction of e-commerce platforms for show adverts, search campaigns, and sponsorships. Influencer advertising and marketing accounts for 20% of the price range.
The biggest portion, 30-40%, is invested in sustaining campaigns aimed toward sustaining constant model visibility and client engagement.
The model strategically utilises out-of-home (OOH) promoting by putting hoardings at entry and exit factors of IT markets similar to Nehru Place and Lamington Street to seize the eye of tech-savvy customers.
Refurbished laptops
In March 2023, the model, based by T.H. Tung, Ted Hsu, Wayne Hsieh, and M.T., launched its ‘Choose Retailer’ in Delhi for refurbished PCs. All merchandise bought by means of this initiative include a one-year firm guarantee. Until now, the corporate has a complete of six shops.
Mehta explains that the inspiration behind this technique got here from luxurious vehicle manufacturers that provide packages for buying refurbished or pre-owned automobiles. “We thought, why not present our younger clients the prospect to purchase our gadgets at an inexpensive value?” he says.
“At the moment, now we have six shops, however we will not develop additional because of restricted refurbished inventory.”
“We’re aiming for a progress of 15% to twenty% this 12 months, pushed by the great potential within the quickly advancing know-how sector, significantly with AI in PCs,” he says.
Written with the View : afaqs