Max Level to lead Riot’s communications strategy across India and South Asia, supporting the publisher’s mission to deliver player-first experiences and strengthen its regional footprint

India, June 6, 2025: Max Level, a leading marketing and PR agency built by gamers, has won the public relations mandate for Riot Games India and South Asia, the global video game developer and publisher behind genre-defining games such as League of Legends, Team Fight Tactics, VALORANT, and more. As part of the partnership, Max Level will lead Riot’s communication strategy in the region, driving awareness and engagement across its expanding player and esports communities.

Max Level will work closely with Riot’s India and South Asia teams to amplify brand campaigns, regional esports initiatives, product updates, and community-first storytelling in India, Bangladesh, Nepal, and other South Asian markets. The collaboration aims to build authentic, culturally resonant narratives that reflect Riot’s mission as a player-focused organisation.

The synergy between Riot and Max Level stems from a shared vision to elevate gaming culture across South Asia. With both organizations placing players and community at the heart of their strategy, the partnership is rooted in long-term brand building. Riot brings a legacy of shaping global gaming and esports culture, not just through its games but also through transmedia storytelling, most notably with Arcane: League of Legends, the Emmy Award-winning Netflix series that redefined how games can expand into mainstream entertainment. Max Level, in turn, brings on-ground expertise and cultural fluency in India’s rapidly evolving interactive entertainment space.

The win follows a competitive multi-agency pitch process that saw Max Level selected from among several top PR agencies. The decision was based on Max Level’s deep understanding of the gaming and esports audience, its creative-first approach, and its proven ability to drive conversation and cultural relevance.

Siddharth Nayyar, Co-founder and Chief Executive Officer at Max Level, said, “Winning the PR mandate for Riot Games is a defining moment for us. Riot has not only shaped the modern multiplayer era but also built global communities around player-first values. We’re thrilled to help expand that legacy in India and South Asia, a region that’s growing and evolving at a breakneck pace.”

Max Level’s mandate includes ongoing campaign support for key products and IPs, regional amplification of Riot’s global esports events, as well as strategic counsel on community engagement and creator collaborations. The agency’s track record with brands like NODWIN Gaming, SuperGaming, CyberPowerPC India, KRAFTON, ESL FACEIT Group among others makes it uniquely positioned to drive culturally relevant PR in gaming and esports.

According to the Lumikai State of India Gaming Report 2024, India’s gaming market reached $3.1 billion in FY23, with projections to hit $7.5 billion by FY28, fueled by a base of over 568 million gamers, nearly half of whom are paying users. The report also highlights how India is now the largest consumer of mobile games globally, creating an immense opportunity for publishers like Riot to scale their reach and community.

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Max Level to amplify Specter’s presence in the gaming & tech ecosystem through strategic PR and communications initiatives

Mumbai, January 28, 2025: Max Level, a leading PR and marketing agency specialising in the gaming and esports space, has been appointed as the official PR and communications partner for Specter, India’s pioneering backend platform developed by Dirtcube Interactive. This collaboration aims to enhance Specter’s brand presence, solutions offering, and engagement in the gaming industry while expanding to other areas.

Specter is a comprehensive backend solution designed to streamline game development processes. It integrates essential services such as player progression, game economy management, automated achievements, leaderboards, LiveOps, and other features into a unified platform, enabling developers and marketers to create immersive and scalable gaming experiences efficiently.

Dirtcube Interactive, based in Navi Mumbai, has been at the forefront of game development and technology innovation. Their portfolio includes hyper-casual games, game development and art services, and innovative products like Capshot, a social platform for sharing memes with friends and GameStarz, an open-world mobile gaming arena filled with a multitude of social and competitive experiences. The launch of Specter marks a significant milestone in their commitment to empowering the gaming ecosystem.

Pravan Parikh, Co-Founder & Product Lead at Dirtcube Interactive, expressed enthusiasm about the partnership, stating, “We are delighted to collaborate with Max Level as our PR and communications partner. Their deep understanding of the gaming industry and strategic approach will be instrumental in amplifying Specter’s reach and impact. Together, we aim to bridge gaps in the game development ecosystem and make game development more accessible, efficient, and rewarding.”

Max Level will leverage its expertise to craft and execute strategic PR campaigns that highlight Specter’s unique offerings and its potential to revolutionise game development in India and beyond. The agency’s role will encompass media relations, content creation, and strategic communications to position Specter prominently within the industry.

Siddharth Nayyar, Co-Founder and Chief Revenue Officer at Max Level, commented on the new mandate, “Partnering with Dirtcube Interactive for Specter is an exciting opportunity for us. Specter is set to transform the backend infrastructure of game development, and we are committed to showcasing its innovative capabilities to the broader gaming community. Our goal is to enhance Specter’s visibility and establish it as the go-to solution for developers seeking a comprehensive and scalable backend platform.”

Apart from PR services, Max Level provides gaming and esports brands with an array of services including campaign management, IP building, production, video editing, consultancy, social media marketing, influencer programs, and more.

The addition of Specter to its already diverse portfolio of brands underscores Max Level’s growing market share in the Indian gaming, esports, and tech market. With a portfolio spanning brands like NODWIN Gaming, S8UL, 88 Games, CyberPowerPC India, KRAFTON, Saudi Esports Federation, ESL Faceit Group, The Esports World Cup, ASUS ROG, Jio Games, TVS, and HyperX, Max Level continues to grow its client base while maintaining a focus on delivering tailored PR and marketing services that resonate with gaming and esports audiences.

This collaboration further solidifies Max Level’s position as a leading PR and marketing agency in gaming and esports.

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S8UL Esports earned a triple victory at Esports Awards 2024, becoming the first-ever organization to win ‘Content Group of the Year’ three years in a row 

New Delhi, January 7, 2025: Max Level, a holistic marketing and PR agency built by gamers, has bagged the PR mandate for S8UL Esports and 8Bit Creatives, India’s leading Esports and gaming content organizations. This partnership marks another significant milestone for Max Level as it continues to strengthen its client portfolio in the gaming and esports sectors.

S8UL Esports is an Indian Esports powerhouse, founded by Naman Mathur, aka Mortal, Animesh Agarwal, aka 8Bit Thug, and Lokesh Jain, aka Goldy. Boasting a roster of 26 marquee gamers, S8UL has been at the forefront of pioneering Indian esports and gaming, consistently breaking new ground in the industry.

S8UL is India’s first and only organization to win the prestigious Content Group of the Year award at the global Esports Awards, having achieved this remarkable accomplishment for three consecutive years. Furthermore, S8UL Esports has also secured back-to-back awards at the MOBIES awards, recognizing its significant contributions to the mobile gaming industry. In addition to these accolades, S8UL’s Pokémon UNITE team has represented India globally, proudly competing at the World Championships for the past two years.

Max Level will play a pivotal role in amplifying S8UL’s achievements, enhancing its brand visibility, and strengthening its connection with fans, industry stakeholders and the broader gaming community. The agency aims to leverage its deep industry knowledge and strategic communication expertise to highlight S8UL’s contributions to the global gaming and esports ecosystem.

Commenting on the partnership, Animesh Agarwal, aka 8Bit Thug, Co-Founder of S8UL and 8Bit Creatives said, “At S8UL and 8Bit Creatives, our vision has always been to set benchmarks in Indian gaming, esports, and content creation while fostering a community that thrives on innovation and excellence. As we expand our horizons, Max Level’s deep understanding of the gaming ecosystem and strategic communication prowess make them an ideal partner to amplify our journey. Together, we aim to not only celebrate our milestones but also shape narratives that inspire the industry, champion Indian talent, and spotlight the transformative potential of gaming on a global stage. This partnership is a step forward in realizing our goal of making India a formidable name in the global gaming, creator economy, and esports arena.”

S8UL is also the parent entity of IQOO SOUL, one of India’s oldest and most distinguished esports teams. Being the nation’s first Indian team to secure a title sponsorship with a mobile manufacturer, they recently won the Battlegrounds Mobile India Masters Series (BGMS) Season 3, the country’s only televised esports tournament. Last year, S8UL’s co-founders, Animesh and Mortal, along with one of their content creators, Payal Dhare aka PayalGaming also engaged in a groundbreaking discussion with Prime Minister Narendra Modi to discuss the future and growth of the Indian esports and video gaming industry.

Siddharth Nayyar, Co-founder and Chief Revenue Officer at Max Level, shared his vision for the partnership: “S8UL and 8Bit Creatives are trailblazers in the Indian gaming industry, and we are honoured to be part of their journey. Animesh and I have been friends for a long time and have worked together in various capacities throughout our journey and hence, it is absolutely exciting to work on the PR and communications of S8UL and 8Bit Creatives together. Our goal is to amplify their success stories and bring their innovative spirit to the forefront of the global gaming community. This partnership is another significant step for Max Level as we continue to help shape the gaming and esports ecosystem.”

With an impressive clientele that includes NODWIN Gaming, 88 Games, CyberPowerPC, KRAFTON, Saudi Esports Federation, ESL Faceit Group, The Esports World Cup, ASUS ROG, HyperX and more, Max Level has established itself as a trusted name in the industry. The agency remains committed to delivering tailored B2B services that resonate with gaming and esports audiences across the globe.

Max Level’s expertise in strategic communications and deep understanding of the gaming ecosystem will play an instrumental role in S8UL’s journey toward the pinnacle of the global esports and gaming content landscape.

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