Gaming's Cultural Integration: MESBN at Gaming Matters

The global gaming industry is no longer on the sidelines — it’s firmly in the spotlight, influencing pop culture, shaping entertainment, and merging with traditional sports. That was the core theme at Gaming Matters, where our MESBN co-founder Rebecca Dance-Shuker joined an esteemed panel of industry leaders to discuss the fast-moving evolution of gaming and its place at the intersection of media, technology, and sport.

Sharing the stage with Sanjog Gupta (CEO - Sports, JioStar), Jazz (Jarrold) Tham (Co-Founder, TALON), Minu Lee (VP, Head of India Publishing, KRAFTON Inc.), and Jason Xu (CEO, Battlefy), Rebecca contributed insights into how gaming's rapid growth is influencing global fan engagement and content ecosystems. Together, the panel explored how gaming has become a central pillar of mainstream entertainment — from streaming and influencer culture to the scale of global tournaments, gaming now drives some of the most passionate, engaged communities in the world.

A key focus was the power of fan-driven ecosystems, with players and creators now shaping the very narrative and longevity of games. Interactive storytelling, modding, and user-generated content are no longer fringe — they’re fundamental. The conversation also looked at the role of strategic media partnerships, with successful collaborations between gaming companies and traditional broadcasters amplifying reach and creating hybrid formats that are redefining how audiences consume content.

India’s gaming market was highlighted by Minu Lee as one of the world’s most exciting opportunities, with over 220 million users and room for exponential growth. However, unlocking this potential will require localized content, celebrity and creator partnerships, and addressing accessibility issues such as high-spec hardware requirements.

The rise of esports was another major theme, with Jazz Tham and Jason Xu noting its growing convergence with traditional sports. Esports is now a viable career path for athletes and creators alike, supported by increasingly robust infrastructure, sponsorships, and a strong sense of community. This blending of formats is leading to new revenue models and fresh formats for engagement.

Despite all the momentum, the panel didn’t shy away from discussing the challenges ahead — from managing global tournament logistics and ensuring inclusivity, to navigating the shifting landscape of media rights and platform partnerships.

Looking to the future, the panel was unanimous in its vision: gaming is headed toward a new era of convergence, powered by AI, AR/VR, and creator-led innovation. The boundaries between gaming, entertainment, and sport are dissolving — and this shift presents a huge opportunity for brands, creators, and rights-holders alike.

As Rebecca summed up in her remarks and the panel echoed:"It’s a train that’s only accelerating."

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