The company plans to invest up to $50 million in India over the next five years.
Good Game will debut the world’s first ‘as-live’ global gaming reality show from India, highlighting the country’s rising influence in digital entertainment and competitive gaming. Indian cricketer Rishabh Pant has been signed as the brand ambassador.
The show will premiere in India through a partnership with Spunnge Media, followed by launches in the US, UK, and Australia. The series will stream on a leading OTT platform, a linear TV channel, and YouTube.
Rai Cockfield, founder of Good Game, said India was selected as the launchpad due to its large, relatively untapped market, its mature entertainment ecosystem, and a rapidly expanding gaming community.
“India has scale, has an existing entertainment ecosystem that’s globally known, and it has a young and burgeoning gaming market that is ripe for growth,” he said.Although the specific OTT and TV partners have not been disclosed, Cockfield confirmed that both digital and linear broadcast deals are secured, with a formal announcement expected soon.Billed as the first ‘as-live’ competitive reality TV show of its kind, Good Game is a global talent competition for gamers, content creators, and entertainers. Contestants will undergo challenges spanning gaming, entertainment, business, and promotional skills, with the aim of identifying future global stars.
The winner of the India edition will take home $100,000 in cash and prizes and earn a spot in Good Game APAC, where they will compete against top gamers from across the region. Judged by celebrity figures from gaming, sports, and entertainment, the show’s ‘as-live’ format allows for real-time shooting, editing, and release, ensuring timely and high-quality content.
The company is targeting $40 million in revenue within the first year of the India launch, with projections rising to $140 million in year two as it expands show production, builds hub locations, and introduces consumer offerings such as subscriptions and retail. Revenue is expected to exceed $250 million by the third year.
In its first year, Good Game aims to reach 500,000 consumers across India, the US, UK, and Australia, with a global average revenue per user (ARPU) of $5. Over the next four years, the company plans to scale to 15 million users, targeting a blended ARPU of $15 to $20 through subscriptions, retail, and event-driven purchases.
“The ecosystem itself is going to pull about 40 million in 2025. That’s four shows—India, US, UK, and Australia. And then we’ll be expanding into up to 30 countries by 2029, with all those discussions in progress or already closed,” Cockfield said.
Good Game is structured like a global tournament. “You can think of it more like an Olympics or FIFA because it is multiple shows leading up to regional shows leading up to a
global finale,” he added.
Unlike esports, the show isn’t just about gaming skill. “That’s esports. This is Idol for gamers,” Cockfield said, comparing it to The Voice or MasterChef. “It’s aimed at the 3.3 billion gamers worldwide, not the 200 million hardcore gamers globally.”
On signing Pant as brand ambassador, he explained: “Rishabh being younger, engaged and a great person… he defines what we think of as celebrity. Now, being the most expensive IPL cricketer of all time also helps and he has a great social media following.”
The show will generate revenue through a mix of sponsorships and commerce. “We’re breaking the mould away from advertising and going with commerce. The monetisation of the show is going to be through sponsorship revenue. Broadcast revenue ties up where I can put the show. We are also looking to maximise reach to drive commerce.”
The company has also launched a fashion label, GG Design (GGDZN), tied to the show. “We’ve launched a clothing brand to go along with the show and that with our partners, the brands that are working with us in the show, will drive commerce through our platforms and existing e-commerce channels.”
