#24: Is it Time for Corporate Investments in Indian Poker?

#24: Is it Time for Corporate Investments in Indian Poker?

The Indian poker scene has been steadily growing, moving from niche circles to games in garages to underground games to now being in a more prominent position in the country's gaming landscape. While the industry has seen significant growth, particularly in online poker, the question remains: is it time for mainstream corporate investments to truly elevate Indian poker?

Currently, the most visible form of corporate engagement in Indian poker comes from poker companies themselves, who heavily invest in influencer marketing. Popular poker apps in India readily pay content creators and poker personalities like ‘YourPokerGuy’ Parth Jain and others to promote their platforms and attract new players. These ‘poker influencers’ are integral to their marketing strategies, leveraging their reach to showcase the thrill and skill involved in the game.

However, if you look beyond these direct endorsements from poker brands, you'll notice a distinct absence of mainstream brands utilising 'poker influencers' in the same way they would actors, cricketers, or other athletes. Brands like Nike, Adidas, major banks, or popular eateries, which routinely pour significant sums into endorsing traditional sports and celebrities, are largely absent from the Indian poker sponsorship arena. This raises the critical question of when we might see such established names recognise the potential in poker.

The shift towards mainstream sponsorship in Indian poker hinges on several factors, primarily widespread acceptance of poker as a legitimate mind sport rather than a game of chance. The International Mind Sports Association officially recognises poker as a mind sport since 2024, which was a significant step in this direction, placing it alongside world-famous games like chess and eSports. As this perception solidifies in the public consciousness, it opens doors for brands that align with skill, strategy, and mental prowess.

While a significant hurdle remains, there have been promising signs of mainstream corporate interest. Moneycontrol, a prominent financial news platform, once sponsored the India Poker Championship (IPC) in Goa, demonstrating an acknowledgement of poker's growing audience and potential.

More recently, Poker Sports League (PSL) Season 6 garnered support from diverse brands like Borécha, Novotel, BRB Popped Chips, and Hustle Energy Drink. This indicates a growing willingness from non-poker-specific companies to associate with the game, especially in structured, competitive formats like the PSL.

The path to full mainstream sponsorship, akin to what we see in other sports, requires continued efforts to professionalise the game, ensure transparency, and broaden its appeal beyond existing poker communities. As poker continues to prove its strategic depth and attract a wider, more diverse demographic in India, it is only a matter of time before major corporations recognise the lucrative opportunities and begin to truly invest in ‘The Gaming Grapevine’ of Indian poker.

Imagine Nikita Luther getting a sponsorship deal from an accessories brand after her debut in The Traitors? Or similarly, one of the fitter poker players getting an energy drink endorsement deal in a year or so?! Do you see these things happening, and who do you think will be the first of our poker players to do so?

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