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Reliance Doubles Down on Esports With New BLAST Partnership
AFK Gaming Editorial
April 03, 2025
In today’s Pixel P&L, we’re covering Reliance Industries’ new joint venture with BLAST focused on esports in India, an esports organization entering traditional sports by founding a new football club, Nintendo’s Switch 2 launch, and more.
| Market/Asset Name | Current Value | Change (%) | |
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| ▼ | BigBen Interactive (BIG.PA) | EUR 1.02 | -4.86% |
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| ▼ | Pullup Entertainment Société anonyme (ALPUL.PA) | EUR 18.86 | -3.97% |
| ▲ | Unity Software Inc. (U) | USD 20.95 | 3.76% |
| ▼ | Zhejiang Jinke Tom Culture Industry Co., LTD. (300459.SZ) | CNY 5.57 | -3.63% |
Reliance’s RISE Worldwide, BLAST Launch Esports Venture in India
RISE Worldwide, Reliance Industries’ sports and entertainment subsidiary, has partnered with European esports organizer BLAST to create a joint venture focused on esports in India.
According to the companies, the strategic partnership will help accelerate India’s esports growth by bringing BLAST’s globally recognized properties and production techniques to the country, while co-creating original tournament IPs tailored to a fast-growing gaming market. BLAST currently works with top publishers such as Valve, Riot Games, and Epic Games across major titles including Counter-Strike 2, Dota 2, and Rainbow Six.
This is not Reliance’s first foray into esports. Past initiatives such as GamingMasters (in partnership with MediaTek), JioMart Gameathon, and Digital Level Up offered modest prize pools and brand partnerships but failed to translate into long-term programs. India has also hosted international events like ESL One Mumbai and DreamHack, but these have remained largely standalone efforts.
India’s esports scene is currently dominated by local tournament operators with strong community presence and experience navigating regulatory and logistical hurdles. While the joint venture signals a renewed ambition to formalize and scale competitive gaming in India, whether it can compete with established domestic players and build a sustainable, large-scale ecosystem remains an open question.
G2 Esports Expands Into Traditional Sports With Launch of Football Club
G2 Esports has announced its entry into traditional sports with the launch of G2 Football Club, marking the organization’s first expansion outside of gaming. The Berlin-based team will compete in Kings League Germany, a new offshoot of the seven-a-side football competition created by Spanish streamer Ibai Llanos and former footballer Gerard Piqué.
Founded in 2015, G2 is one of Europe’s leading esports brands, fielding teams in multiple titles including League of Legends, Valorant, and Counter-Strike. The move into traditional football reflects a broader trend among gaming organizations exploring crossover ventures, particularly as leagues like Kings League continue to attract digital-native audiences. Brazil’s FURIA Esports is already active in the league’s South American division.
Quick Bytes
Lumikai Co-Founder Justin Keeling Steps Down
Salone Sehgal, the fund’s other founding general partner, will continue to lead its efforts as India’s gaming sector gains global traction. Keeling has not announced his next move but said more details will follow.
Roblox Launches Rewarded Video Ads in Partnership With Google
It offers users in-game perks for watching 30-second ads inside immersive experiences. Brands can now purchase these programmatically via Roblox or Google’s Ad Manager.
Nintendo Reveals Switch 2 With $449.99 Price Tag
The updated console will launch on June 5 and will feature major upgrades to its screen and hardware capabilities. There will also be a camera add-on that allows players to video chat onscreen or put themselves in minigames.
Gamescom to Remain in Cologne
Koelnmesse and Game – The German Games Industry Association revealed the extension following Gamescom 2024, which drew 335,000 attendees from 120 countries. The 2025 event is scheduled for August 20-24.
⚔️Side Quest
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💡Did You Know
Did you know about Nintendocore? It's a fusion genre that blends the raw energy of metalcore and post-hardcore with nostalgic chiptune and 8-bit video game sounds. Coined as a joke by Horse the Band, the term quickly caught on as more bands embraced and evolved the style. Expect screamed vocals, heavy riffs, glitchy synths, and melodies straight out of your favorite NES classics. Some bands cover retro soundtracks, while others write original songs inspired by video game themes and effects.
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