Percept in the News

Sunburn and Galaxy Racer come together to create a blend of Music and E-Sports with the Valorant India Invitational 2022
9 November, 2022

With the growing popularity of gaming among both endemic and non-endemic brands, esports and gaming organisation Galaxy Racer has joined hands with EDM (electronic dance music) festival Sunburn to bring together the millennial and Gen Z consumer. The music festival has come on board as the official venue partner of the Valorant India Invitational gaming tournament to be held at Hyderabad later this month.

The premier music carnival comes on board as the official venue partner of the Valorant India Invitational which will be held in Hyderabad from 18-20 November. This is the first ever Valorant International tournament that is taking place in South Asia and India in which the biggest names from the Valorant world such as Paper Rex, Secret, RRQ and others as well as some of the top Indian stars will be competing under one roof.

This is Sunburn’s first collaboration with the esports industry and will be using the event to build engagement with its fans. An exclusive music video of the tournament will be revealed as the tournament will culminate with well-known DJ Snake curating some breathtaking music on the night of the Sunburn.

Interestingly, according to the 2021 Deloitte’s Digital Media Trends fall pulse survey, 42 percent of Gen Z gamers listened to music while gaming, and 22 percent shared music recommendations with other online gamers while playing. 11 percent had attended live music concerts at a gaming venue.

“Collaborating with Galaxy Racer gives us an opportunity to enter the gaming industry, which is on the rise in India. Music is a part of gaming, and e-sports is just the right synergy for us. We are always on the lookout for unique distribution and this is one such opportunity — to engage our fans with this unique blend,” said Karan Singh, CEO, Spacebound.

For Siddharth Ravishankar, Chief Gaming Officer, Galaxy Racer, the association is all about encashing the untapped opportunity of esports and music coming together. "Music and gaming are two elements that have an immense influence on Gen Z, and merging them has yielded huge success globally. This partnership fulfils our aim of blending premiere esports events with music festivals as the goals and the vision of both companies align perfectly. Fans can attend just the finals, or both the finals and the music festival," said Ravishankar.

The LAN Finals will be a three day affair with the Grand Finals scheduled to take place on November 20 at the GMR Arena in Hyderabad where thousands of fans will witness the nail biting competition between the finalists who battle for $100,000.