YouTuber Carry Minati is the brand ambassador for the game app Winzo

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NEW DELHI: Social game company WinZO has engaged independent content creator Ajey Nagar, better known as YouTuber “CarryMinati”, as its brand ambassador.

As part of this strategic collaboration, the content creator will generate gaming-centric content that is interactive, unique, and relevant to the business exclusively on its “Carryislive” streaming channel and solo integration on its main YouTube channel.” CarryMinati”. The company said it is a burgeoning digital phenomenon that enjoys a huge cumulative fan base of over 50 million for its inimitable comedy sketches and coast-tickling roasting videos that will interest their users.

Carry Minati has over 50 million collective digital subscribers and is the most subscribed YouTuber in Asia and India.

The 22-year-old Delhi-based YouTuber said: “India is at the epicenter of a rapidly growing trillion dollar global gaming opportunity. The country is the largest market for mobile games, contributing nearly 40% of global downloads, which speaks volumes about the untapped potential of the social gaming community. It is important that market visionaries come together to discover and grow this untapped industry to build a robust ecosystem.”

Saumya Singh Rathore, co-founder of the company added, “The game is moving fast and is no longer just about playing. The advent of live streaming and community engagement has resulted in the evolution of a 360-degree gaming ecosystem, of which Carry Minati has been at the forefront. We are delighted to have him on board. We collectively hope to continue our vision of promoting the spirit of winning and culturally relevant content across Bharat.”

Last month, he had partnered with Ranveer Singh’s ’83’ film to be its sports brand partner.

He has also secured main sponsorships for two major sports teams Bengal Warriors and Gujarat Giants in the Pro Kabaddi League (PKL), as well as an associate sponsorship for Patna Pirates.

The brand also launched its multilingual brand campaign in conjunction with Ogilvy’s Global Chief Creative Officer, Piyush Pandey, in an effort to establish itself as the preferred destination for interactive entertainment.

The company has raised $100 million and is backed by investment funds such as Kalaari Capital, Griffin Gaming Partners, Maker’s Fund, Courtside Ventures and Pags Group.

India’s mobile gaming industry will grow from $1.5 billion in revenue in 2020 to $5 billion by 2025, according to a report by venture capital fund Sequoia and management consultancy BCG.

According to the company, the main driver of growth has been affordable internet connectivity and an increase in smartphone penetration, supported by an increased focus on vernacular and socially relevant content. About one in five mobile game downloads worldwide come from India, he added. Ahead of markets such as the United States and Brazil, India was the top country in the first half of 2021, reaching 4.8 billion downloads.

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