As the gaming and esports sector in India expands, local streaming platforms have begun to grow their roots and become key stakeholders in the region. With a thriving regional audience and local expertise, these platforms are essential to the industry. Everything from positioning to branding to content and acquisitions have been carefully tailored to fit the needs and wants of the Indian audience and creators. With a good understanding of the market, the audience and the content space, Loco is emerging as one of the top contenders in the region.
Owned by one of India’s most successful digital content houses, Loco inherits a vast wealth of knowledge from its parent company, Pocket Aces. The company is the name behind several successful digital series made and shared via several platforms that cater to the Indian youth. Sub brands such as Filter Copy and Dice Media have become staples among the Indian urban youth, particularly for their brand of relatable youth-friendly and fresh concepts. Pocket Aces’ success in the digital content space stems from both quality and finding the right niches. It is also indicative of their understanding distribution and reach, all of which are important parameters in gaming content.
“For us, Loco really plays to the strength of what Pocket Aces offers as a company. We are a digital entertainment company who have already built the brands which are leaders in social distribution in India. We also are one of the largest players in India in the digital talent business,” Aniruddh Pandita, founder of Pocket Aces tells The Esports Observer.
With more than 10M downloads, Loco is currently the best performing Indian product in the streaming space. While it started out as a quiz app, Loco has fully transitioned into a gaming and livestreaming product since May 2020. The platform claims to have more daily active users than any of its Indian competitors and ranks better than all of them in the Google Playstore. “We’ve seen streamers on Loco grow by over 100% month-on-month,” says Pandita. “And that has been without any marketing features.” He estimates that India will have close to 1M monthly active streamers in the near future with the top 10K driving the majority traffic and revenue. “Right now we are nowhere close to this number but you’ve to understand the situation in this context. Earlier, Indians didn’t have the devices required to stream and play games but with mobile gaming, things have certainly changed.”
Esports is the Primary Attraction on Loco
Loco has several partnerships with streamers, teams, and tournament organizers that has allowed it to grow the platform. These include deals with the NBA 2K League, Red Bull, Fnatic India, Team IND, and Marcos Gaming. among others. Pandita looks at esports as one of the key content focuses for his…
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