It’s Tuesday, November 12th. Logan Paul, KSI, and MrBeast have arrived in Mumbai, stirring excitement as they officially launch their Prime hydration drink and Feastables chocolate bars in India. In today’s newsletter, we break down their prices and see how they stack up against local favorites.
Plus, don’t miss Lumikai’s latest report projecting India’s gaming industry to hit $9 billion by 2029. We also dive into an exclusive chat with IGDC 2024’s organizers on how they’re transforming the event into a must-visit for everyone invested in Indian gaming, along with other industry updates (including a $139M corruption scandal) you won’t want to skip.
MrBeast and Logan Paul’s Prime and Feastables Take Aim at India’s Snack and Beverage Giants
After much anticipation, Prime Hydration and Feastables, products by YouTube stars Logan Paul, KSI, and MrBeast, have officially launched in India, hitting shelves in popular retail chains like Reliance Smart Bazaar, Freshpik, and JioMart.
Feastables, the chocolate brand from Jimmy "MrBeast" Donaldson, is priced at ₹499 ($5.90) for 60 grams and ₹349 ($4.13) for 35 grams, entering a market where competitors like Cadbury Dairy Milk Silk sell for ₹70 ($0.83) per 60 grams. Meanwhile, Prime, the hydration drink co-created by Logan Paul and JJ "KSI" Olatunji, is priced at ₹399 ($4.72) for 500ML, aiming to rival drinks like Gatorade, which retails at ₹50 ($0.59) for the same volume.
To promote the launch, the YouTubers appeared at Mumbai’s Jio World Drive Mall, drawing a massive crowd. Clips of their arrival circulated widely on social media, showing excited fans and Bollywood’s Saif Ali Khan, Shilpa Shetty and more. The group’s adventure also included a ride in a Mumbai auto rickshaw, where a viral video captured Logan Paul in the driver’s seat, with MrBeast and KSI joining as passengers.
The launch comes on the heels of a recent controversy involving the YouTubers’ latest product, Lunchly, a pricier, healthier take on the popular Lunchables snack packs in the West. Created as a joint venture, Lunchly sparked concern after YouTube baker Rosanna Pansino found mold in a pack she reviewed on her channel. Pansino’s video, which went viral, showed moldy cheese in a Lunchly set purchased just a day prior. "This is not safe, especially for kids," she said, pointing out that young consumers might not recognize mold. Although Lunchables has faced similar issues, Lunchly's higher price and claims of quality have drawn particular criticism.
India’s Gaming Sector Outpaces Growth Forecasts, Eyes $9 Billion Milestone
India's gaming market reached $3.8 billion in FY24, growing faster than anticipated as in-app purchases (IAP) and ad revenues surged, according to the Lumikai Gaming Report 2024. Fueled by high engagement from over 590 million gamers—23 million of whom joined this year—India is now the world’s second-largest mobile gaming market, surpassing the U.S. and Brazil in downloads.
Key revenue drivers included in-app purchases (IAP), which grew 41% year-over-year, and midcore games, which reported a 53% rise in IAP revenue. The sector is projected to expand at a 20% compound annual growth rate, expected to reach $9.2 billion by FY29. Despite strong overall growth, the real-money gaming segment faces profitability challenges due to new GST regulations, which have increased the tax burden.
And it’s not just numbers; India’s gaming culture is evolving fast. Non-metro players now make up 66% of the market, women gamers are at an all-time high of 44%, and players are clocking an average of 13 hours per week—a 30% spike. Paying gamers increased by eight million, bringing the total to 148 million, with average annual revenue per paying user rising to $22, underscoring the market's rising monetization potential and growing appeal.
From WhatsApp to World Stage: The Volunteer-Driven Rise of IGDC
From a small meet-up in Hyderabad to a powerhouse of 4,000 attendees, the India Game Developer Conference (IGDC) has grown into a must-attend event for Asia’s gaming industry. With a mission to elevate India’s role in global game development, IGDC has transformed from grassroots efforts into a platform spotlighting Indian talent and innovation. This year's event promises robust participation from international investors, publishers, and top companies like Meta, Google, and Microsoft.
We spoke with Sridhar Muppidi, co-founder of YesGnome and a key IGDC organizer, who shared the journey from WhatsApp groups to globally attended conference. Muppidi highlighted the dedication of IGDC’s all-volunteer team and the evolution of programs like the Investor Publisher Connect, now hosting over 3,000 meetings with top investors.
With regional government support, initiatives like the Young Indies Scholarship, and aspirations to rival events like GDC in San Francisco, IGDC aims to establish India as a leading player in global gaming. This year’s conference is more than an event—it’s a movement designed to turn aspirations into industry reality. Don’t miss our in-depth feature, where Muppidi dives into the vision driving IGDC’s ambitious future.
Quick Bytes
Xbox Series X India Restock Delayed Until March 2025 Amid Ongoing Shortages
India won’t receive an official restock of Microsoft’s Xbox Series X until March 2025, according to Indian gaming industry expert Rishi Alwani. On his blog, Alwani reported that Xbox’s Indian distributor, Redington, has informed retailers that restocking won’t happen until next year. The console has been out of stock in India for three months, frustrating customers eager to buy it. This delay follows recent rumors about Xbox’s potential exit from the Saudi Arabian market, highlighting continued supply challenges for Microsoft
Nine NetEase Employees Arrested in $139M Bribery and Money Laundering Probe
Nine employees of Chinese tech giant NetEase, including general manager Jin Yuchen and esports head Xiang Liang, have been detained on charges of money laundering and bribery totaling $139.3 million, as reported by Bloomberg Law. The alleged corruption spanned the company’s esports and marketing sectors, according to Yicai Global. NetEase has since fired those involved and blacklisted 27 associated external companies. An internal memo confirmed the dismissals, while a spokesperson told Eurogamer that authorities are investigating but declined further comment. This marks NetEase’s second major anti-corruption investigation since September 2023.
MOONTON Unveils M6 World Championship Details, Secures Malaysian Government Endorsement
MOONTON Games has announced key details for the M6 World Championship, Mobile Legends: Bang Bang’s season finale in Malaysia. The tournament, held at Kuala Lumpur’s Axiata Arena, will feature a ‘carnival’ event from December 13-15 alongside the M6 Grand Final weekend. The carnival will include family-friendly activities with free entry, catering to Mobile Legends fans. Malaysia’s Deputy Minister of Youth and Sports, YB Adam Adli, endorsed the event, reinforcing the government’s MYR 20 million (~£3.5 million) commitment to esports development.
Did You Know
Early copies of Tiger Woods 99 for PlayStation 1 contained an unexpected Easter egg—a hidden video file of the first-ever South Park short. This occurred when the game disc was placed in a computer, revealing a secret .DAT file that, when opened, would play the short titled The Spirit of Christmas, created by South Park creators Trey Parker and Matt Stone. The inclusion of this video was a rogue decision by a developer who reportedly snuck it in without official approval from EA, the game's publisher.
Once EA discovered the hidden clip, they quickly initiated a recall of the first 100,000 copies of Tiger Woods 99, fearing backlash over the mature content embedded in a family-friendly sports title. Despite EA’s swift response, some copies remained in circulation, becoming a sought-after collector’s item for both gaming and South Park fans.
Quote of the Day
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Hello, my name is Jack Sparrow. I'm a 50 year old self-employed Pirate from the Caribbean.
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