BGMI partners CSK and KKR with in-game content and campaign films

Gaming company KRAFTON India has announced a dual collaboration between BATTLEGROUNDS MOBILE INDIA (BGMI) and two Indian Premier League franchises — Chennai Super Kings (CSK) and Kolkata Knight Riders (KKR). Timed ahead of the 2026 season, the partnerships are being rolled out through two brand films and a set of franchise-themed in-game integrations as part of the BGMI 4.3 update.

The move reflects a growing trend where gaming platforms are positioning themselves as cultural touchpoints rather than standalone entertainment products. By bringing two of the league’s most followed teams into the gameplay environment, BGMI is attempting to convert passive sports fandom into interactive engagement. Instead of limiting the association to advertising or sponsorship, the collaboration extends into the product itself, allowing users to experience team affiliations within the game.

The campaign films build on familiar fan behaviour — rivalries, emotional swings during matches, and the shared chaos that defines cricket viewership in India. According to Seddharth Merrotra, Head of Business Development and Partnerships at KRAFTON India, the intent was to reflect authentic fan experiences rather than create stylised brand narratives. “Every cricket fan in India has lived a version of these stories — the chaos, the arguments, the moment the match turns and suddenly none of it matters anymore. We wanted these films to feel true to that experience… CSK and KKR represent two very different cultures, two very different cities — but the passion is identical. And BGMI is the place where both of those worlds now come together,” he said.

For KRAFTON, the collaboration builds on its broader strategy of integrating locally relevant cultural properties into BGMI. Over time, the platform has expanded beyond gameplay updates to include partnerships that mirror India’s entertainment and sports ecosystem. Cricket, given its scale and emotional connection with audiences, becomes a natural extension of this strategy.

From a brand perspective, this kind of integration signals a shift from visibility-driven partnerships to participation-led experiences. For franchises like CSK and KKR, the collaboration offers a way to stay present in fan conversations beyond match days, especially among younger, mobile-first audiences. It also opens up new engagement formats where fandom is expressed through gameplay, not just viewership or merchandise.

For media and marketers, the campaign highlights how gaming is increasingly being used as a distribution and engagement layer for mainstream properties. Rather than treating games as isolated platforms, brands are beginning to see them as spaces where culture can be extended and interacted with in real time. This is particularly relevant in India, where mobile gaming continues to grow alongside digital content consumption.

For consumers, especially BGMI’s core user base, the update adds a layer of familiarity and identity within the game. The ability to align with a favourite team inside gameplay strengthens emotional engagement and can increase time spent on the platform.

At a broader cultural level, the collaboration reflects how cricket fandom in India is no longer confined to stadiums or television screens. It is being reinterpreted across formats — from social media to gaming — where fans can participate, not just watch. By bringing CSK and KKR into BGMI, KRAFTON is tapping into this shift, positioning the game as a space where multiple aspects of popular culture intersect.