Gaming Transforms into Major Brand Discovery Platform Across Non-Metro India
Gaming has evolved far beyond simple entertainment in India's Tier 2 and Tier 3 cities. A fresh study from Rukam Capital reveals gaming now serves as a crucial channel for brand discovery. The research shows 55% of Tier 2 consumers and 52% of Tier 3 consumers actively respond to in-game advertising. This makes gaming a high-attention medium that directly shapes what people consider buying.
Trust Outshines Aspiration in Consumer Decisions
The report titled Beyond Metros: The Real Story of Bharat's Next 500 Million surveyed more than 5,000 individuals across 18 states through YouGov. Its central finding indicates trust now drives purchases more powerfully than aspiration. Word-of-mouth recommendations influence 22% of consumers, while celebrity endorsements have dramatically collapsed to just 3%. Content creators have effectively filled this gap, impacting 22% of buying decisions.
Digital Services Gain Traction with Uneven Adoption
Digital infrastructure continues developing at different paces across regions. Quick-commerce services currently reach only 36% of Tier 3 consumers, while food delivery has climbed to 44% penetration. In-home services lag significantly behind at 22%, demonstrating that service adoption varies widely between categories.
Payment habits, however, have already shifted decisively toward digital methods. UPI serves as the fallback option for 67% of Tier 2-3 consumers. Additionally, 52% of Tier 2 consumers actively search for discounts rather than making impulse purchases.
Verification Trumps Hype in Purchase Processes
These consumers conduct thorough research before buying. Some 43% of Tier 3 buyers verify brands on official websites before purchasing, while 32% consider customer service quality during their decision-making. YouTube reviews influence 37% of product discoveries, and 35% treat e-commerce platforms primarily as research tools rather than checkout counters.
"These consumers aren't chasing aspiration; they're making informed choices that fit their lives," explained Archana Jahagirdar, Founder of Rukam Capital. The key takeaway for brands emphasizes that trust matters more than flashy marketing, and gaming might represent exactly where that trust begins building.
