Konami Digital Entertainment, a global leader in digital entertainment, has made a significant step towards extending its presence in India by completing its first-ever large-scale, market-focused eFootball campaign, demonstrating a strong long-term commitment to the country’s rapidly expanding gaming and esports ecosystem.
From August to December 2025, the multi-month effort combined digital interaction with on-the-ground community development, bringing together thousands of Indian gamers through themed in-game tournaments, national events, and fan-led activations. Furthermore, the campaign was enhanced further by the participation of prominent sporting figures like Sunil Chhetri and KL Rahul, as well as specific India-inspired in-game assets that combined art, football, and gaming.
The campaign culminated in a high-energy community meet-up in Mumbai, highlighting Konami’s intention to move beyond downloads and establish a long-term, culturally appropriate eFootball community in India. At the event, SportsMint Media got the opportunity to interview Mr Junichi Taya, General Producer, KONAMI’s eFootball. In this interview, Mr Taya addressed India’s strategic position in eFootball’s global roadmap, the significance of localisation and ambassadors, and how the nation might become a vital hub in the global eFootball and esports ecosystem.
1. India is a rapidly growing gaming market with a massive football audience. What role does India play in eFootball’s long-term global growth strategy?
India is a strategically important market for eFootball. The country’s massive mobile-gaming ecosystem, young demographic profile, and growing football fanbase create strong synergy for long-term growth. Beyond market size, what excites us most is the rapidly evolving community. Indian users are deeply engaged with football, and the esports ecosystem is also showing strong momentum. This makes India not just a growth market but a long-term focus region for building a sustainable eFootball ecosystem.
2. What have been the key drivers behind eFootball’s user growth in an emerging market like India, and how do you plan to retain users beyond initial downloads?
One of the biggest drivers of growth has been our free-to-play model, which significantly lowers the entry barrier and allows more users to experience the game. On mobile, our graphics quality gives us a competitive edge, and the legacy of the PES brand has helped us build early trust and familiarity in the market. From a retention standpoint, we consistently run in-game events that mirror real-world football, alongside regular gameplay updates shaped by user feedback. For new users, we’ve introduced enhanced tutorials and features like Smart Assist, which help players quickly learn the game and remain competitive, ensuring a smoother onboarding experience.
3. How important are ambassadors like Sunil Chhetri and Rahul in building eFootball’s brand in India?
Sunil Chhetri and Rahul are iconic sports figures in India with strong credibility and long-standing fan trust. Their association allows us to extend eFootball’s reach beyond core gamers to a wider sports audience. By leveraging their popularity and reputation, we aim to deepen brand awareness, enhance trust, and connect with fans who may not yet be familiar with eFootball.
4. How critical is localisation in making eFootball resonate with Indian gamers?
Localisation is extremely important for a global platform like eFootball. While the core experience remains global, the way fans engage with football and gaming differs across regions. In India, we’ve introduced in-game campaigns such as the Independence Day Cup, Diwali events, and other local activations to reflect cultural moments. We’ve also created local assets like special jerseys and featured Indian football stars through player cards and team integrations. Language localisation is another key focus area. While English remains dominant, we’re actively evaluating the introduction of Indian languages—Hindi being a strong starting point—to make the experience more inclusive and accessible.
5. How does Konami plan to align eFootball with India’s evolving football ecosystem, including grassroots development?
We actively study and engage with the football ecosystem in every region, including India. The growth of grassroots football contributes positively to the sport overall, which in turn benefits eFootball. Through local campaigns, community-building efforts, and digital engagement, we aim to complement the growth of football at the grassroots level while strengthening the connection between real-world football and the game.
6. What business value do partnerships with Indian footballers bring in terms of trust and market penetration?
These partnerships bring immediate credibility and trust to the brand. Players like Chhetri and Rahul already have strong recognition and respect among Indian fans. Their association reinforces eFootball’s authenticity and reliability, helping us penetrate deeper into the market and encouraging more fans to engage with the game.
7. What is Konami’s long-term vision for eFootball esports in India?
Our vision for eFootball esports is to create a truly global competitive platform where anyone, from anywhere in the world, can compete. India has enormous potential to become a competitive hub in the global ecosystem. With the growing hype around esports and strong performances by Indian players in other football titles, we believe it’s only a matter of time before Indian players emerge as world-class competitors in eFootball.
8. Is India a long-term investment market for Konami, and can fans expect deeper involvement going forward?
Absolutely. India is a key long-term market for us. Our focus will remain on community building, partnerships, and meaningful collaborations that contribute to both eFootball’s growth and the broader football ecosystem in the country. While we can’t share specific future plans yet, fans can expect deeper engagement, more local initiatives, and expanded in-game experiences, especially with major global football events on the horizon.
