Home → Industries → Gaming, media & entertainment
Gaming, media & entertainment
A film, a show, a game or a live event is launched by the fandom — and the fandom is regional.
Entertainment is discovered through creators: the streamer who plays the game on release night, the reviewer who posts before the interval, the meme page that turns a trailer into a format. Audiences are regional — Tollywood, Mollywood, Sandalwood, Bhojpuri cinema — and so are the creators who move them.
On Oye, an entertainment intent names the release, the language markets and the window — a Telugu film’s opening weekend across Andhra and Telangana, a mobile game’s launch among tier-2 gamers, a regional OTT show in Malayalam — and the platform activates streamers, reviewers, fan pages and meme creators in those markets.
How gaming, media and entertainment should use creators
- Language market = campaignOne intent per language market; the same film is five campaigns.
- Fandom firstFan pages and meme creators carry a release further than trailers do.
- Live beats cutRelease-night streams and first-show reactions are the format; polish comes later.
- Creator-safe briefsSpoilers, embargoes and age ratings in the brief; platform rules on minors respected.
Use cases
Four plays that run on Oye today. Each has the intent, the creators, the formats, what to measure and what to watch.
Game launch & streamer activation
Release night belongs to the streamers your players already watch — in Indore as much as in Bengaluru.
Read the play → Use caseFilm & OTT release by language market
The first-show reaction from Vijayawada sells more tickets in Vijayawada than any trailer.
Read the play → Use caseMusic & audio drops
A song becomes a trend when a hundred creators use it in the first 72 hours. Make that happen.
Read the play → Use caseLive events & esports
A concert, a fest or a LAN final sells out in the cities its creators talk about.
Read the play →References
Public reporting and guidance we drew on for this industry. Summarised in our own words; nothing reproduced. Figures on this page are illustrative unless attributed.
- Influencer agencies groom gaming creators as demand soarsStoryboard18 · Accessed 20 September 2026
- Online gaming: road to the right audience with OTT, short video collaborationsafaqs · Accessed 20 September 2026
- From hobby to hustle: How Indian streamers turned gaming into a full-time lifestyleG2G News · Accessed 20 September 2026
For brands
State the intent.
We activate.
One pin code or all of India. Launch in days, tracked every week.
Launch a campaignFor creators
Make content
in this category?
Brands in gaming, media & entertainment are briefing creators like you.
Join the network