Let's Game Now has raised ₹30 crore in a funding round led by Anand Mahindra and Bestvantage Investments to grow its Indian Super Gaming League. The company aims to model its esports competition after the IPL, using a franchise-based structure to attract viewers. Investors will track whether the platform can effectively monetize its audience and sustain engagement in a competitive gaming market.
Bengaluru-based esports platform Let's Game Now has successfully raised ₹30 crore in a new funding round. The investment was co-led by Mahindra Group chairman Anand Mahindra and Bestvantage Investments, with additional participation from a UAE-based family office. The company plans to use this capital primarily to expand its Indian Super Gaming League (ISGL).
Launched earlier this year, the ISGL is an esports competition that uses a franchise-based ownership model, similar to the Indian Premier League (IPL). The league features eight teams, which include franchises known from other sports like the Mumbai City FC and Puneri Kabaddi. The organizers aim to create a structured environment where esports teams are permanent assets, hoping to replicate the commercial success of India's established sports leagues.
The Mahindra Connection and Sports Strategy
For Anand Mahindra, this investment follows his established interest in professionalizing Indian sports. In 2014, he played a key role in launching the Pro Kabaddi League, which helped turn a traditional sport into a mainstream, televised commercial property. By applying this same structure of professional management, broadcasting, and franchising to gaming, the founders of Let's Game Now intend to build a platform that helps Indian gamers transition from hobbyists to competitive professionals. The platform currently claims to reach 50 million individuals across 18 countries.
Leadership and Investor Context
The company is led by co-founders Santanu Basu and Gautam Badalia. Gautam Badalia brings experience from his previous role as the CEO of Route Mobile, a company that was later acquired by Proximus. This leadership background is significant, as it indicates a focus on corporate structure and operational efficiency, which are often missing in early-stage gaming startups.
Industry Risks and Challenges
While the funding provides a boost, investors should note that the esports sector in India faces significant challenges. Although the number of gamers is large, monetizing this audience through advertising, sponsorships, and merchandise remains a difficult task for many platforms. Gaming startups often face high costs to acquire users and maintain server infrastructure. The success of the ISGL will depend on its ability to build a consistent fan base that attracts long-term advertisers and media partners. Unlike traditional sports where rules and engagement models are decades old, the competitive gaming industry changes rapidly due to evolving game titles and shifting user interests. The next important milestones for the company will be its ability to secure recurring sponsorship revenue and maintain the financial stability of its franchise owners.