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Interactive entertainment platform, WinZO, has roped in independent content creator Ajey Nagar, who goes by the alias ‘CarryMinati,’ as its brand ambassador.

The interactive social gaming start-up seeks to leverage its robust foothold within the gaming community in India with this strategic partnership. 

As a part of this strategic collaboration, the content creator will generate gaming-centric content that is interactive, unique, and relatable for WinZO exclusively on his streaming channel ‘Carryislive’ and a solo integration on his primary YouTube channel ‘CarryMinati’.

CarryMinati has a cumulative fan-following of over 50 million for his comic skits and roasting videos, and he will complement WinZO’s reach across 75 million users and its diversified offerings across over six formats in 12 vernacular languages.

According to the latest industry reports, the Indian gaming industry is generating over $ 1.5 billion revenue and is expected to exponentially grow to be a trillion-dollar industry by 2025.

CarryMinati said, “I am excited to partner with WinZO. India is at the epicentre of a swiftly growing trillion-dollar global gaming opportunity. The country is the largest market for mobile games, contributing to nearly 40% of the worldwide downloads, which speaks volumes about the untapped potential of the social gaming community. Considering there is a similarity in WinZO’s and my core competencies and brand values, I would like to create multiple avenues via this partnership to connect people from the remotest parts of the country through culturally relevant and relatable content. It is important that visionaries in the marketplace join hands to discover and develop this untapped industry to build a robust ecosystem.”

 Saumya Singh Rathore, Co-Founder, WinZO, added, “India is fast-emerging as a critical market for interactive entertainment on the global grid. Gaming is also rapidly evolving and isn’t limited to only playing anymore. The advent of live streaming and community engagement has resulted in the evolution of a 360-degree gaming ecosystem, which CarryMinati has been at the forefront of. We are thrilled to have him onboard. We collectively hope to further our vision of promoting the spirit of winning and culturally relevant content across Bharat.”

This comes shortly after WinZO's recent partnership with Ranveer Singh-starrer Bollywood film ‘83’ as the official sports brand partner.

As a part of its brand development exercise, WinZO has also secured the principal sponsorships for two major Vivo Pro Kabaddi League (PKL) teams, Bengal Warriors and Gujarat Giants, as well as associate sponsorship for Patna Pirates.

The brand had also launched its multilingual brand campaign in collaboration with Ogilvy’s Global Chief Creative Officer, Piyush Pandey with an aim to establish itself as the preferred destination for interactive entertainment for every household of 'Bharat'.