The startup has raised the capital from Anand Mahindra, Bestvantage and a UAE-based family office to accelerate the development of its esports league
As India’s gaming market expands, Let’s Game Now is betting on a franchise-based league that brings together entertainment, brands and sports together
Let’s Game Now operates an esports platform with a community of over 1.4 Mn members. It claims to have so far organised over 2,000 events across 18+ countries
The Indian gaming industry has been forced to rethink its growth strategy after the government banned real money gaming (RMG) in 2025, a major revenue stream for the industry till then.
In trying to regain footing, many gaming startups are aggressively doubling down on adjacent businesses — esports, tournaments and brand-led gaming. Let’s Game Now also wants to tap this opportunity by building a franchise-based gaming league that brings together competitive gaming, sports and entertainment.
To fuel this ambition, the Bengaluru-based gaming and esports company has raised ₹30 Cr in an investment round led by industrialist Anand Mahindra, Bestvantage Investments and an undisclosed UAE-based family office
The funding will be used to accelerate the development of the Indian Super Gaming League (ISGL), the company’s proposed gaming and entertainment property.
Founded in 2018 by Santanu Basu, Let’s Game Now is an Indian esports platform that connects brands with gamers. The startup also provides live broadcasting services across South Asia and Southeast Asia and organises online competitions and offline events.
The gaming platform claims to have so far organised more than 2,000 events and serves over 30 clients. It also has a presence in 18 countries and claims to have a total reach of over 50 Mn viewers.
The Indian Super Gaming League sits at the centre of Let’s Game Now’s expansion plans. The startup aims to bring competitive gaming, sports, entertainment and technology together through a franchise-based format.
The model offers an opportunity to build a recurring gaming property around teams, players and fans, rather than relying solely on individual tournaments and brand-led events.
Mahindra’s backing brings experience from the sports and business ecosystem, including associations with properties such as the Pro Kabaddi League and Chess League.
However, the commercial viability of ISGL will depend on its ability to attract franchise owners, sponsors, broadcasting partners and a consistent audience. The startup has not disclosed the league’s launch timeline, franchise structure, expected revenue or monetisation strategy.
India’s gaming market is valued at nearly $3.8 Bn and is projected to reach $9.2 Bn by FY29. The country is home to an estimated 59.1 Cr gamers.
For Let’s Game Now, the opportunity lies in converting this audience into a commercially viable ecosystem for teams, sponsors, broadcasters and other partners.
The startup claims it has built a community of over 14 Lakh members and a grassroots network spanning more than 400 colleges across 80 cities. Its reach also includes over 7 Lakh students, supported by 20+ events and 30+ college club partnerships.
This network could help the startup acquire participants and audiences for ISGL. Its existing relationships with brands and experience in organising tournaments may also provide a starting point for building commercial partnerships.
However, the startup will need to demonstrate repeat viewership, sponsor demand and a format that can sustain interest across seasons. Its next phase will hinge on three factors:
The ₹30 Cr investment provides capital to advance the league, but Let’s Game Now has not disclosed how much of the funding will go towards league operations, marketing, technology or other business functions.
Let’s Game Now is looking to build on India’s large gaming audience by creating a franchise-based property rather than relying only on individual tournaments and events.
Its existing community, grassroots network and investor backing offer a starting point. However, these are not proof of a sustainable esports business. The key question is whether ISGL can generate recurring commercial demand from the stakeholders while retaining audiences across seasons.
Economics will also matter. League operations, production, marketing and franchise development can require significant spending, while revenue depends on the ability to secure and retain commercial partners.
The real test will be whether it can turn its gaming community into a repeatable commercial property, with consistent viewership and revenue beyond the initial investment.
Source: Inc42
