India’s Gaming Market Booms: ASUS Leads Growth with Innovation
India’s Gaming Sector Soars to $8.92 Billion: ASUS Drives Growth with ROG Ally, Refurbished PCs, and Advanced Marketing Strategies for Gamers
sheetal
India’s gaming sector, currently valued at $3.1 billion in 2024, is set to skyrocket to $8.92 billion by 2029, according to a report by Grant Thornton Bharat and the E-Gaming Federation (EGF).
With 442 million gamers, India has emerged as the world’s second-largest gaming market after China. Mobile gamingdominates, accounting for 80-85% of the market share, though the PC gaming segment is also gaining traction, fueled by evolving hardware requirements and growing demand for advanced features.
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ASUS Leads PC Gaming Evolution
Paramjeet Singh Mehta, marketing head at ASUS India, sees a clear shift as gamers transition from mobile to gaming PCs after about 18 months. To address this trend, ASUS introduced the ROG Ally, a handheld gaming console that combines portability with high-performance PC gaming capabilities.
ASUS has strategically divided its operations into two segments, with Republic of Gamers (ROG) representing its gaming arm. Since its launch in 2006, ROG has become synonymous with cutting-edge gaming hardware and peripherals. In 2024, ASUS ROG achieved sales of 1.2 million units, capturing 25-30% market share in the gaming category.
ASUS gaming laptops are available in two segments:
- Casual Gaming: ₹50,000–₹80,000
- Performance Gaming: ₹80,000–₹3 lakh
Despite a 22.3% YoY decline in market share due to inventory adjustments, ASUS ranked fifth among PC manufacturers in India with a 9.7% market share, according to IDC.
Expanding Reach Across India
ASUS caters to a diverse customer base, with 55% of non-gaming users and 70% of gamers falling in the 15-35 age group. Its revenue streams include:
- Online platforms (30-35%): Flipkart and Amazon
- Exclusive Brand Outlets (EBOs, 20%): Over 300 stores, including nine gaming-specific stores
- Organized retail (15%): Reliance and Croma
- Tier-II and Tier-III outlets (15%)
The company plans to double its EBO count to 600 within two years.
Innovative Marketing Strategies
ASUS’s TUF Bano TUF! campaign, featuring Great Khali, and its competitive gaming events like ROG Showdown(tournaments for PUBG and Valorant) highlight the brand’s focus on the gaming community. The ROG Academynurtures esports talent through training, mentorship, and resources, while ProArt Labs and ASUS Live Workshopstarget creators and tech enthusiasts.
Marketing investments are distributed across:
- Sustaining campaigns (30-40%)
- E-commerce platforms (15-20%)
- Influencer marketing (20%)
Out-of-home (OOH) advertising in tech hubs like Nehru Place and Lamington Road also bolsters visibility.
Focus on Refurbished Laptops
In 2023, ASUS launched its Select Store initiative for refurbished PCs, offering products with a one-year warranty. With six stores currently operating, the initiative provides affordable options for younger consumers.
Looking ahead, ASUS aims for 15-20% growth in 2025, driven by advancements in AI-powered PCs and cutting-edge technologies like dual-screen laptops.
