Lenskart, a dominant player in the eyewear industry, has made a strategic move into the e-sports arena by acquiring the Delhi franchise for the second season of the Global e-Cricket Premier League (GEPL). Hosted on JetSynthesys' Real Cricket, an immensely popular mobile gaming platform with over 300 million lifetime downloads, GEPL is rapidly evolving into a premier digital cricketing competition. This acquisition highlights Lenskart’s increasing engagement with digital audiences and the growing convergence of gaming, technology, and consumer brands.

The Rise of e-Cricket and Lenskart's Strategic Move

E-cricket has witnessed exponential growth, driven by the increasing popularity of mobile gaming and the deep-rooted passion for cricket among Indian audiences. Lenskart’s decision to invest in the league aligns with the broader trend of non-endemic brands entering the gaming ecosystem to connect with younger, digitally native consumers.

According to Peyush Bansal, co-founder of Lenskart, the acquisition is a step toward engaging with the burgeoning digital gaming community. He emphasized the growing demand for high-performance eyewear tailored for gaming enthusiasts who spend extended hours on screens.

GEPL: A League Gaining Momentum

The Global e-Cricket Premier League has witnessed a five-fold increase in player participation since its inaugural season, indicating the league’s surging popularity and the market potential of e-cricket. The game’s immersive experience, coupled with the strategic partnerships of brands like Lenskart, has positioned GEPL as a promising platform for both players and corporate entities looking to tap into digital audiences.

Key Highlights of GEPL's Growth:

300 million+ lifetime downloads of Real Cricket, making it one of the most-played mobile cricket games.
Five-fold increase in player registrations from Season 1 to Season 2.
Expansion of brand partnerships, highlighting the league’s commercial viability.

The Role of JetSynthesys in Digital Gaming

JetSynthesys, a leading digital entertainment and technology company, is at the forefront of creating engaging digital sports ecosystems. With a portfolio of successful gaming platforms, the company has been instrumental in the growth of e-cricket, providing an authentic gaming experience that resonates with traditional cricket fans.

Rajan Navani, CEO and Founder of JetSynthesys, expressed confidence in this collaboration, emphasizing its potential to establish a truly global platform for digital cricket. He noted that GEPL's expansion would provide grassroots opportunities for aspiring e-cricket players, strengthening the league’s connection with gaming enthusiasts across the globe.

Why This Partnership Matters

1. Expanding Digital Engagement for Lenskart
By securing the Delhi franchise in GEPL, Lenskart is broadening its digital footprint beyond eyewear. The move signifies the integration of brands with esports and gaming, catering to a younger demographic deeply invested in online experiences.

2. Gaming Industry’s Explosive Growth
The global esports and gaming industry has grown substantially, with India emerging as a key market. The rise of mobile gaming, coupled with increasing internet penetration, has made esports leagues like GEPL a valuable marketing avenue for brands looking to enhance consumer engagement.

3. Addressing Screen Fatigue with High-Performance Eyewear
With extended gaming hours becoming the norm, eye strain and digital fatigue have become common issues. Lenskart’s expertise in blue-light filtering eyewear aligns well with the needs of professional and casual gamers, offering practical solutions to enhance gaming comfort and performance.

The Future of e-Cricket and Brand Partnerships

The GEPL’s rapid expansion, backed by strong corporate partnerships, suggests that e-cricket is poised to become a mainstream digital sport. As brands continue to integrate with the gaming ecosystem, the league is expected to drive:

Higher audience engagement, attracting millions of cricket enthusiasts.
New revenue streams, including sponsorships, advertising, and in-game branding.
Greater opportunities for amateur and professional players to compete at a global level.
Lenskart’s move could inspire other consumer brands to explore similar collaborations in esports and digital gaming, paving the way for a new era of brand engagement in virtual sports.

Better Marketing for GEPL

Lenskart’s acquisition of the Delhi franchise for GEPL Season 2 marks a significant milestone in the convergence of sports, gaming, and consumer brands. As the league continues to grow, this collaboration is set to drive greater brand visibility, enhanced digital interactions, and unprecedented opportunities for gaming enthusiasts. With e-cricket gaining momentum, the synergy between gaming and brand partnerships is only set to deepen, redefining the way companies engage with digitally savvy consumers.