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Thums Up Charged_Gamified
This deck proposes a strategy for Thums Up Charged to engage with the rapidly growing e-gaming subculture in India. It analyzes key ecosystem players, gamer motivations, and competitor activations to introduce campaign thought starters.
E-GAMING THE NEW MVP OF SUBCULTURES
E-gaming represents a powerful modern subculture in India that Thums Up Charged can leverage to engage young consumers.
WELCOME TO THE ARENA
presents the structure of the presentation, covering the Indian gaming landscape and exploring potential strategic alignments for the STING brand.
REAL DEAL OR JUST HYPE?
Questions whether a market trend or concept represents genuine value or merely short-term hype.
INDIA : THE GLOBAL GAMING GROUND ZERO
India represents one of the largest global gaming markets with over 560 million online gamers spending an average of 3.1 hours per week.
MASSIVE RIGHT?
Acknowledges the overwhelming complexity of a new landscape before introducing a structured breakdown.
THE GAMING ECOSYSTEM CONSISTS OF A FEW FORCES THAT MAKE IT SUPER COMPELLING
The gaming ecosystem is defined by seven key driving forces that make the landscape uniquely compelling.
The Building Phase
Outlines the core building phase of the gaming industry ecosystem by highlighting the key developers and publishers involved.
The Indian Gaming Menu
Categorises the Indian gaming ecosystem into five key segments from real money and casual games to midcore, hardcore, and sports titles.
Top Games
Battlegrounds Mobile India and Free Fire lead the mobile gaming market in India with 100M+ players each, significantly outscaling competitors like Clash of Clans and Call of Duty Mobile.
THIS THRIVING LANDSCAPE HAS CREATED A WHOLE NEW COMPETITIVE CATEGORY OF ESPORTS
The rapid expansion of the gaming landscape has created a booming competitive esports market projected to exceed 1.5 million professional gamers by 2025.
The Competitive Zone
Esports athletes represent high-stakes competitive icons within youth culture, elevated from casual gamers to modern gladiators.
The Competitive Zone
India's competitive e-sports landscape is rapidly expanding, highlighted by a record cumulative prize pool of Rs 30-35 crore across online and offline tournaments in 2023.
But it’s not limited to players
Gaming has evolved beyond active players into a spectator culture with massive growth in content viewers and fandoms.
The Entertainment Hub
Mobile esports has achieved massive global and regional viewership, establishing live streaming platforms as key hubs for reach.
The Entertainment Hub
Gaming creators command massive audiences through entertainment, skill, and community, making them ideal partners for brand activations.
While young men still hold the mantle of the biggest majority in the category, gamer girls have emerged as disruptors
Female gamers are emerging as category disruptors who exert broader cultural influence beyond gaming, driven by a desire for gender equity and inclusion.
NOW THAT WE'RE ALL CAUGHT UP, LET'S GET TO WHAT MAKES IT EXCITING FOR
Serves as a transition slide shifting the focus of the presentation to why the opportunity is exciting for the brand Charged.
WE SHARE A SIMILAR ANCHOR AUDIENCE
The platform and brand share a highly aligned anchor audience centered on young men aged 18 to 34, expanding into teenage and rural segments.
OUR CONSUMERS SHARE SIMILAR MOTIVATIONS
Target consumers share driving motivations centered around spontaneous self-gratification and personal autonomy.
Their GAMING motivations
Gamers are driven by five distinct motivators: achievement, immersion, downtime, social competition, and stress relief.
Their ENERGY DRINK motivations
Consumers drink energy drinks driven by five distinct motivational drivers spanning mental escape, physical performance, social status, community connection, and mental concentration.
OUR CONSUMERS ARE OBSESSED WITH THE VOICES OF GAMING
Brands should actively build culture alongside gaming creators rather than relying on passive logo placements.
REASONS TO ENGAGE
Entertainment is the primary motivator for audience engagement, followed by stress relief, community feeling, skill development, and game discovery.
GAMING FT.STING
Introduces a strategic territory or campaign section combining Sting Energy with gaming.
Execution / Activation
Sting connects with gaming audiences by activating across sponsored esports tournaments, live-streamed competition events, and game-integrated branded product packaging.
HOW DO WE ACTIVATE THIS ECOSYSTEM?
Frames the next phase of the strategy around activating the Valorant gaming ecosystem through targeted micromoments.
BE PRESENT AND RELEVANT IN THEIR MOMENTS
Brands need to be present during key consumer micro-moments when gamers are watching gaming streams or inspired to play.
BE PRESENT AND RELEVANT IN THEIR MOMENTS
Brands can build relevance with gaming viewers by tapping into specific moments when they want to share content or discuss strategies.
BE PRESENT AND RELEVANT IN THEIR MOMENTS
Brands can achieve relevance by engaging gaming viewers during specific key moments of purchase intent and community connection.
OPENING THE BOTTLE OF OPPORTUNITIES
Introduces the next section of the presentation focusing on thought starters and strategic opportunities.
SHOWING THE SYNERGY THROUGH TWO WAY FANDOM
The slide outlines a strategy to build brand fandom by expressing specific personality traits—power, boldness, and a winning mentality—through themed content.
BUILDING CATEGORY NECTARS THROUGH A GAMER MATRIX
The target gaming audience is segmented into three tiers—Gaming Bros (50%), Mass Enchanters (30%), and Elite Gamers (20%)—each mapped to specific influencer creators and brand communication objectives.
BEING A PART OF DIGITAL CULTURE
Thums Up Charged can integrate into digital culture by positioning itself within relaxed, friendly gaming streams featuring popular streamers like ClutchGod and Shadow.
EXTENDING THE FOOTPRINT
Extend the campaign footprint within the gaming ecosystem through in-game character co-creations, curated event spaces, streamer-distributed digital assets, and Valorant esports trading cards.
LET'S DISCUSS
Invites the audience to discuss the proposed 'READY.SET.CLUTCH' campaign strategy and concept for Charged.
- Industry
- —
- Category
- Ready-to-drink
- Brand
- Thums Up Charged
- Work type
- Strategy
- Audience
- Urban Youth
- Market
- India
- Year
- —
- Author
- —