Essence wins integrated media agency of record mandate for Games24x7 | MMA Global

Essence wins integrated media agency of record mandate for Games24x7

May 27, 2020
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Essence wins integrated media agency of record mandate for Games24x7

New partnership will accelerate Games24x7's growing business and brand expansion in India

Mumbai, India, 28 May 2020 - Essence, a global data and measurement-driven media agency which is part of GroupM, today announced that it has been appointed as the integrated media agency of record for Games24x7, a leading online games company in India. Led out of Essence’s Mumbai office, the agency’s remit includes media planning, media activation and content innovation for all of Games24x7’s gaming platforms.

Games24x7 was founded by New York University alumni Trivikraman Thampy and Bhavin Pandya in 2006. Fueled by early-stage investments from marquee venture capital firm Tiger Global and a host of investment entities from the United States, Games24x7 enables cash, community and creativity for its massive gaming community. The company boasts an exciting full-stack games portfolio across skill games and casual games, with leading platforms including RummyCircle, My11Circle (a fantasy cricket league) and Ultimate Games (casual games). 

In the past year, Games24x7 has been partnering with national brand ambassadors for its gaming platforms, starting with iconic cricketer Sourav Ganguly’s promotion of My11Circle. The company has been investing aggressively in its India-centric mobile games business, while also diversifying with investments in the international gaming market and other technology partnerships. 

“Online gaming in India has come of age and as a market leader in this industry, Games24x7 is seeking to further build exciting gaming propositions for millions of gaming enthusiasts in the country. We are delighted to appoint Essence as our agency of record for our media efforts as we accelerate our growth plans,” said Siddharth Banerjee, Chief Revenue and Marketing Officer, Games24x7. 

“A pioneer in the high-growth, technology-driven online gaming sector in India, Games24x7 believes in leveraging the true power of data science to provide millions of game players with unique game-playing experiences. At Essence, we have a similar approach to the use of data, analytics and technology to deliver valuable advertising for brands and their consumers. We are thrilled to collaborate with Games24x7 to further accelerate business growth for its platform brands in India,” said Anand Chakravarthy, Managing Director, India, Essence.  

Games24x7 joins Essence’s diverse and expanding portfolio of clients in India, which include Airtel, Britannia, Faces Canada, Flipkart, Google, Honda motorcycles and scooters, Livspace, Vedantu, Wakefit and Zee5.


About Essence

Essence, part of GroupM, is a global data and measurement-driven media agency whose mission is to make advertising more valuable to the world. Clients include Google, Flipkart, NBCUniversal, L’Oréal and the Financial Times. The agency is more than 2,000 people strong, manages US$4B in annualised media spend, and deploys campaigns in 121 markets via 21 offices in APAC, EMEA and North America.

Visit for more information and follow us on Twitter at @essenceglobal. 


About Games24x7 (formerly Play Games24x7)

Games24x7 is the largest destination for online games, providing world-class, immersive entertainment experiences across its leading franchises in skill games and casual games. RummyCircle, one of its early platforms, is now the top destination in India to play India’s favourite card game - rummy. In 2019, the company unveiled its fantasy sports platform My11Circle and appointed iconic cricketer Sourav Ganguly as the brand ambassador. Games24x7 has been steadily strengthening its global leadership team. In March this year, the company appointed former Director (GSO) of Facebook India, Siddharth Banerjee, as its first Chief Revenue and Marketing Officer to drive the organisation’s growth agenda in both India and international markets. In April this year, Games24x7 appointed finance veteran Rahul Tewari who joined from Quikr as its first CFO. Funded by Tiger Global, Games24x7 continues to invest aggressively in its India-centric mobile games, while also diversifying by investing in the international gaming market and other tech opportunities as it seeks to become a 21st-century scientific gaming company - built out of India for the world.

For further information, email [email protected].