At the conclusion of the campaign, Konami’s general producer Junichi Taya remarked that the India-focused efforts have surpassed their expectations, particularly regarding user acquisition and engagement. Taya highlighted that India’s mobile-centric gaming environment and youthful demographic make it a crucial market for the future of eFootball.
According to industry estimates, India is home to over 500 million gamers, with nearly 90 percent accessing games through smartphones. Given that a significant portion of this audience is under 25, Konami has positioned eFootball primarily as a mobile-first product in the region, tailoring its marketing and in-game experiences accordingly.
“This is my first visit to India and my initial opportunity to engage directly with eFootball fans here. We launched local campaigns from Holi until year’s end, aimed at creating genuine enjoyment for the players,” Taya shared.
As a feature of the campaign, Konami hosted national in-game tournaments, including the Independence Cup and Diwali Cup, attracting thousands of participants from India. The publisher noted that the depth of engagement contributed to establishing one of eFootball’s most vibrant regional communities during this period.
Localization was a core aspect of the strategy for India. Konami unveiled an exclusive in-game jersey created by artist Santanu Hazarika, along with a special player card showcasing Indian football legend Sunil Chhetri. This content was designed to weave Indian cultural elements into the broader eFootball framework.
The involvement of celebrities acted as a means to draw in new players, especially those outside the traditional football audience. Cricketers KL Rahul and Washington Sundar, actor Ahan Shetty, and content creator Focused Indian participated in the campaign’s finale event in Mumbai, which featured gaming challenges, fan interactions, and autograph sessions.
“Our goal is to introduce eFootball to new audiences, with local stars like cricketers and footballers serving as strong representatives due to their recognition and trust. Engaging them as ambassadors for our campaign adds value for both sides,” he stated.
“There are numerous cricket channels in India and many people playing cricket on the streets. While different, leveraging cricket to promote eFootball is part of our strategy. We believe in attracting new players to our games and providing them with unique experiences as a key objective,” Taya added.
Konami emphasized that its goals in India extend beyond just immediate downloads; they aim for ongoing engagement. “Once players begin to enjoy eFootball, they become part of our community. By analyzing user behavior in India, we seek to craft experiences that meaningfully engage players.”
The company confirmed its commitments to India will continue past 2025. With multiple significant football events such as the FIFA World Cup set for 2026, Konami intends to broaden its local engagement initiatives to harness the growing interest in football and gaming within the nation.
“Our efforts in India are not confined to this year; they will continue in the coming years to engage with fans. With an increase in football events in 2026, we hope to enhance engagement and generate excitement, inviting both football enthusiasts and new fans in India to join this celebration,” Taya concluded.
