Let’s Game Now raises ₹30 Cr to launch franchise esports league

Bengaluru-based esports platform Let’s Game Now has raised ₹30 crore from industrialist Anand Mahindra, venture firm Bestvantage Investments, and a UAE-based family office to develop what it describes as a franchise-based esports property. The round, reported by Inc42, comes as India’s gaming industry seeks new growth avenues after the 2025 ban on real-money gaming.

The funding is intended to advance the Indian Super Gaming League (ISGL), which the startup positions as a recurring league blending competitive gaming with broader entertainment. The company suggests it has built relationships with brands and broadcasters, along with a grassroots network spanning colleges in numerous cities.

While the startup has not shared details about the league’s structure, timeline, or revenue model, its backers include figures with experience in sports properties. However, esports has yet to prove itself as a sustainable commercial model in India, particularly for recurring leagues. Let’s Game Now’s existing community and tournament experience may provide a foundation, but sustaining long-term interest will require consistent engagement from both viewers and commercial partners.

India’s gaming market, currently valued in the billions, is projected to grow significantly in the coming years, with hundreds of millions of gamers. The real-money gaming ban has pushed startups toward adjacent opportunities like esports and brand-led gaming. Let’s Game Now appears to be betting that a franchise model can convert this audience into a viable ecosystem, though the economics remain unclear. League operations, production, and marketing typically require substantial investment, while revenue depends on securing and retaining commercial partnerships.

The ₹30 crore funding provides a runway, but the company has not specified how the capital will be allocated across league development, marketing, or other functions. Meanwhile, other gaming companies have demonstrated profitability through diversified revenue streams rather than single league properties. Let’s Game Now’s challenge will be proving that ISGL can generate recurring revenue beyond the initial investment. Its college network and brand relationships may help attract participants and sponsors, but retaining audiences across seasons will be critical.

If the league fails to deliver consistent viewership, sponsors may lose interest, leaving the company reliant on one-off tournaments—a model it aims to move beyond. The coming months may offer early signals about whether ISGL can secure franchise owners and broadcasting deals. Success could establish a template for other Indian esports startups, while failure might reinforce the difficulties of building a recurring commercial property in the space.

Sources: inc42.com