S8UL gaming creator and streamer Payal Dhare has partnered with OWND!, the Gen Z-focused fashion brand from Aditya Birla Fashion and Retail Limited, to launch a gaming-inspired fashion capsule called ‘Gamer Drop’. The companies describe it as India’s first female gamer-curated capsule. The collection will be available on OWND!’s website and in the brand’s stores across India.

According to the press release, ‘Gamer Drop’ includes menswear and womenswear pieces built around gaming culture and streetwear, positioned as a creator-led collection rather than conventional creator merchandise. The campaign leans on the growing overlap between gaming culture, creator communities, and youth fashion.

Marco Agnolin, Chief Executive Officer, OWND!. said, “We see gaming today as a powerful cultural force that is shaping how young consumers express themselves, communicate, and engage with fashion. As one of India’s biggest gamers, Payal Dhare represents this new generation perfectly through her authenticity, confidence, and deep connection with the gaming community. Her influence extends far beyond gaming content, making her an ideal face for our gaming collection. Through this collaboration, we aim to celebrate individuality and connect with India’s digitally native youth in a way that feels relevant, inclusive, and culture-driven.”

Payal Dhare aka Payal Gaming said, “Gaming today has become a culture and a form of self-expression for millions of young people across the country. That’s what makes this collaboration with OWND! so exciting for me. With this curation, I wanted to create something that genuinely reflects my vibe and the energy of my community. It’s stylish, comfortable, expressive – and made for people who want to own who they are.”

The release also points to India’s expanding creator economy. Citing a Boston Consulting Group report, it says India has nearly 2 to 2.5 million creators, with more than 60% of consumers exposed to creator-led content and over 30% of shoppers influenced by creators in purchase decisions.

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S8UL, a global name in esports and gaming content, has announced Campa Energy, the flagship energy drink brand of Reliance Consumer Products Limited (RCPL), as the Title Sponsor for its Esports World Cup (EWC) 2026 campaign. The move marks a major milestone for Indian esports, bringing together the country’s leading esports organisation and a rapidly growing youth-focused consumer brand ahead of the world’s biggest esports tournament.

Having been selected for the Esports Foundation’s Club Partner Programme for the second consecutive year, S8UL launched its most ambitious Esports World Cup campaign yet across 13 titles, already securing qualification spots in Fortnite, Honor of Kings & Chess while remaining in contention across multiple other titles. The organisation has also placed a strong emphasis on showcasing Indian talent internationally, with homegrown players competing across several esports titles alongside proven international talent. The onboarding of Campa Energy further strengthens this India-first vision, bringing together two homegrown brands to back Indian esports on the world stage.

As Title Sponsor, Campa Energy will be integrated across S8UL’s official team jerseys, digital content, fan engagement initiatives, city events and on-ground activations throughout the EWC 2026 campaign. The association reflects a shared vision to champion Indian gaming talent on the global stage while deepening engagement with the country’s rapidly growing esports community.

Animesh Agarwal, Co-founder and CEO, S8UL Esports, said: “The conversation around Indian esports has changed significantly over the last few years. Today, it is no longer just about potential, it is about building globally competitive teams, creating sustainable fan ecosystems, and earning the confidence of major brands. Our partnership with Campa Energy represents that larger shift. As S8UL prepares for the Esports World Cup 2026 across multiple titles, having a homegrown brand support this journey reinforces the growing cultural relevance of esports in India. We see this as a shared effort to push Indian talent and Indian esports further onto the global stage.”

Campa Energy has been crafted for a generation that constantly challenges boundaries and aspires to achieve more with every step. Campa Energy will power S8UL’s athletes across multiple titles as they prepare to represent India on the global stage. The brand also has a growing presence within the esports ecosystem, having previously associated with JioBLAST All Stars vs India, a creator-led competitive entertainment format centered around Battlegrounds Mobile India, which featured popular S8UL creators including Payal Dhare, Raj Varma and Parv Singh.

As per the recent FICCI-EY Media and Entertainment Report 2026, the number of brands investing in Indian esports is expected to grow to 80 in 2026, with this association further highlighting the rising mainstream interest in the country’s rapidly evolving gaming and esports ecosystem.

The EWC 2026, set to take place in Paris, France from July 6 to August 23, 2026, will bring together over 2000 players from 200 clubs across more than 100 countries competing for a record-breaking prize pool of $75 million (~INR 720 crore). Backed by Campa Energy, S8UL will aim to make its mark while showcasing Indian esports talent at the highest level of international competition.

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DATA.BET says turnover from its virtual content grew 168% between Q1 2025 and Q1 2026, with the supplier reporting the product accounted for 39% of total virtual sports turnover and 45% of profits over the period.

The company said the content is developed fully in-house and delivered through automated bot-vs-bot matches that run 24/7 without dependence on real-world fixture schedules. DATA.BET positioned the format as a way to provide continuous events and reduce operational overhead for operators.

Across the same period, DATA.BET reported +299% active users, +129% across clients GGR, +246% events per quarter, and +218% bets placed.

DATA.BET also said the audience profile overlaps with live football bettors, which it believes supports retention during seasonal breaks. The supplier added that the algorithm-driven format “carries no fraud exposure,” supports In-Stream Betting overlays, and provides near-zero latency between broadcast and market updates.

“Over the past year, our bot-vs-bot virtual content has delivered consistent, measurable results across every operator deployment. Building e-Football in-house gives us the flexibility to configure it to what each operator actually needs — whether that is a specific league structure, a particular mix of bot and player content, or a branded competition format,” mentioned Rostyslav Likhtin, Head of Product at DATA.BET.

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