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Smartphone brand iQOO has come onboard as a presenting sponsor for ‘Playground’ – the gaming entertainment show.

Recognising it as the next big thing in India’s gaming ecosystem, iQOO is looking to target the Gen-Z and gaming audiences in the show’s second season.

A concept of Rusk Media, ‘Playground 2’ has Amazon miniTV as its platform partner.

‘Playground’ is a championship in which teams of high-profile gamers battle it out for supremacy. The show is aimed at becoming the category owner for the Gen-Z audience in India, while also presenting a strong platform for brands to tap the Gen-Z demographic.

Among the partners in the previous edition of ‘Playground’ were MAAC, KFC, BBK, Dark Fantasy, Wings, and Lifelong. And besides iQOO, other brands with a focus on the Gen-Z market—like ‘LG OLED’ and ‘MAAC’ — are also collaborating with ‘Playground’ for its second edition.

Nipun Marya, CEO of iQOO India, said, “We couldn’t be more thrilled about being associated with ‘Playground’, a gaming experience that we feel has enormous potential not just for India but also for the world. Having seen what Rusk has achieved in the gaming space, this is a journey that iQOO can’t wait to be a part of. Both iQOO and Playground are brands with a youth leaning profile and a deeper understanding of Gen Z’s vibe, so we hope this association will create great synergy between us.”  

Mayank Yadav, Chief Executive Officer of Rusk Media, said, “With ‘Playground’, our mission has been to create premium e-sports and entertainment for Gen-Z, and deliver custom solutions for brands. We're grateful and excited at the same time to showcase IQOO's new range of phones in ‘Playground 2’ with creative integrations and ad solutions.”