The startup has raised the capital from Anand Mahindra, Bestvantage and a UAE-based household workplace to speed up the event of its esports league
As India’s gaming market expands, Let’s Sport Now’s betting on a franchise-based league that brings collectively leisure, manufacturers and sports activities collectively
Let’s Sport Now operates an esports platform with a neighborhood of over 1.4 Mn members. It claims to have thus far organised over 2,000 occasions throughout 18+ international locations
The Indian gaming trade has been compelled to rethink its development technique after the government banned real money gaming (RMG) in 2025, a significant income stream for the trade until then.
In making an attempt to regain footing, many gaming startups are aggressively doubling down on adjoining companies — esports, tournaments and brand-led gaming. Let’s Sport Now additionally needs to faucet this chance by constructing a franchise-based gaming league that brings collectively aggressive gaming, sports activities and leisure.
To gas this ambition, the Bengaluru-based gaming and esports firm has raised ₹30 Cr in an funding spherical led by industrialist Anand Mahindra, Bestvantage Investments and an undisclosed UAE-based household workplace
The funding might be used to speed up the event of the Indian Tremendous Gaming League (ISGL), the corporate’s proposed gaming and leisure property.
Based in 2018 by Santanu Basu, Let’s Sport Now’s an Indian esports platform that connects manufacturers with avid gamers. The startup additionally offers reside broadcasting companies throughout South Asia and Southeast Asia and organises on-line competitions and offline occasions.
The gaming platform claims to have thus far organised greater than 2,000 occasions and serves over 30 purchasers. It additionally has a presence in 18 international locations and claims to have a complete attain of over 50 Mn viewers.
Constructing A Franchise-Primarily based Gaming League
The Indian Tremendous Gaming League sits on the centre of Let’s Sport Now’s growth plans. The startup goals to convey aggressive gaming, sports activities, leisure and expertise collectively by way of a franchise-based format.
The mannequin presents a chance to construct a recurring gaming property round groups, gamers and followers, relatively than relying solely on particular person tournaments and brand-led occasions.
Mahindra’s backing brings expertise from the sports activities and enterprise ecosystem, together with associations with properties such because the Professional Kabaddi League and Chess League.
Nevertheless, the business viability of ISGL will rely on its potential to draw franchise homeowners, sponsors, broadcasting companions and a constant viewers. The startup has not disclosed the league’s launch timeline, franchise construction, anticipated income or monetisation technique.
Let’s Sport Now’s Business Wager
India’s gaming market is valued at almost $3.8 Bn and is projected to succeed in $9.2 Bn by FY29. The nation is house to an estimated 59.1 Cr avid gamers.
For Let’s Sport Now, the chance lies in changing this viewers right into a commercially viable ecosystem for groups, sponsors, broadcasters and different companions.
The startup claims it has constructed a neighborhood of over 14 Lakh members and a grassroots community spanning greater than 400 faculties throughout 80 cities. Its attain additionally consists of over 7 Lakh college students, supported by 20+ occasions and 30+ school membership partnerships.
This community might assist the startup purchase members and audiences for ISGL. Its current relationships with manufacturers and expertise in organising tournaments may additionally present a place to begin for constructing business partnerships.
Nevertheless, the startup might want to display repeat viewership, sponsor demand and a format that may maintain curiosity throughout seasons. Its subsequent part will hinge on three components:
- Franchise and sponsorship demand: Whether or not the league can entice groups, franchise homeowners and types keen to commit capital over a number of seasons.
- Viewers monetisation: Whether or not its current gaming neighborhood can translate into constant viewership and income from sponsorships, media rights and different business partnerships.
- League economics: Whether or not the income generated can cowl the prices of organising competitions, working broadcasts, buying audiences and sustaining franchise participation.
The ₹30 Cr funding offers capital to advance the league, however Let’s Sport Now has not disclosed how a lot of the funding will go in direction of league operations, advertising, expertise or different enterprise features.
Inc42 Take: Can Let’s Sport Now Construct A Scalable Esports Enterprise?
Let’s Sport Now’s seeking to construct on India’s giant gaming viewers by making a franchise-based property relatively than relying solely on particular person tournaments and occasions.
Its current neighborhood, grassroots community and investor backing provide a place to begin. Nevertheless, these usually are not proof of a sustainable esports enterprise. The important thing query is whether or not ISGL can generate recurring business demand from the stakeholders whereas retaining audiences throughout seasons.
Economics will even matter. League operations, manufacturing, advertising and franchise improvement can require vital spending, whereas income will depend on the flexibility to safe and retain business companions.
The true check might be whether or not it may flip its gaming neighborhood right into a repeatable business property, with constant viewership and income past the preliminary funding.