Influencer marketing has become a pivotal strategy for brands aiming to enhance public engagement through social media platforms. The Indian Premier League (IPL) exemplifies this trend, with the 2024 season generating an astounding 3.2 billion social media interactions from 315,000 influencer posts.
Recognizing the power of influencers, Skyesports, a prominent esports tournament organizer, has launched ‘THE FINALS League 2.0,’ an esports competition modeled after the IPL’s structure. This league features state-based teams, each captained by a well-known influencer, competing for a coveted trophy. In its second season, the tournament includes some of India’s leading influencers participating in an auction-style draft. Gamers from various backgrounds register, showcasing their rankings, scores, strengths, and weaknesses on a large screen, reminiscent of the IPL player auctions. Influencers then bid to assemble their teams, each consisting of five players competing in ‘THE FINALS,’ a dynamic open-world battle royale game. The influencer captains actively participate, selecting three players per match for a 3v3 format. This season, teams are competing remotely, connecting via online channels.
Jasper Shabin, Project Manager at Skyesports, emphasized the significance of regional pride in the league’s conception, stating, “I appreciate the concept of pride in India. Pride without excessive patriotism is actually beautiful. Growing up, I saw pride depicted differently in films, often linked to conflict. But when the IPL emerged, I realised that pride could be something positive.” He further explained, “The IPL’s success is immense, and the market is vast. That’s why we envisioned an IPL-style esports league. Our primary goal is to tap into the regional market, bringing teams from different states into the fold.”
The inaugural season saw the Bengaluru Starbusters, led by influencer RedParasite, who has over 190,000 subscribers, claim the title. Reflecting on his experience, RedParasite noted, “Absolutely. I never thought I had leadership qualities until I joined the league. Now, I keep my players motivated, push them when needed, and ensure we function as a cohesive unit. That has been my biggest takeaway.” He also highlighted the opportunity to give back to the Bengaluru community, drawing inspiration from the unwavering support for the Royal Challengers Bengaluru cricket team.
In the current season, the Bengaluru Starbusters lead the standings, closely followed by the Mumbai Moonlanders, captained by influencer Mithul Nayak, known as Binks, who has a YouTube audience exceeding 330,000 subscribers. Binks’ involvement has significantly boosted the league’s reach in the Mumbai market.
The Chennai Comets, previously led by renowned gamer and YouTuber Vaadhiyaar, did not return for the second season due to limited slots and a strategic shift in creator collaborations. However, Shabin assured fans of Chennai’s return in the next season, hinting at discussions with a creator comparable to MS Dhoni in the esports realm.
Addressing the rising costs associated with influencer partnerships, Shabin acknowledged the substantial investment required for marketing and operations. He detailed the comprehensive efforts involved, including an in-house team of digital creators, a dedicated broadcasting unit, and a project team managing analytics and tournament logistics. Despite the high operational costs, Shabin affirmed that the league has successfully met its objectives.
Looking ahead, Skyesports plans to expand its reach by involving North Eastern communities in esports, recognizing that 17% of the total gaming community hails from that region. The organizers intend to integrate North Eastern teams into ‘THE FINALS League 2.0’ next year and host a Local Area Network (LAN) event, providing gamers and their audiences with a live, in-person tournament experience.
Shabin also emphasized that an influencer’s follower count does not necessarily correlate with regional engagement. He highlighted that creators like RedParasite and Vaadhiyaar, despite not having the highest follower counts, generate significant engagement from their communities. According to Shabin, it is the creator’s connection with their regional audience that makes the most significant impact.
In a significant development for Indian esports, the Tamil Nadu Government has announced the Chennai Esports Global Championship (CeGC), the first global esports tournament initiated by an Indian state. Scheduled to take place in Chennai later this year, CeGC will feature multiple esports titles and top teams from around the world. This initiative underscores Tamil Nadu’s commitment to developing the esports industry and elevating it to international standards. The Youth Welfare and Sports Development Department of Tamil Nadu, allocated Rs 562 crore in the state’s 2025-2026 budget, is spearheading this initiative, aiming to establish Chennai as a key hub for esports, akin to its role in hosting other global sporting events.