Let’s Game Now Raises ₹30 Crore to Expand Esports League Operations

Let’s Game Now, an Indian gaming and esports firm, has raised ₹30 crore in a funding round led by Anand Mahindra, Bestvantage Investments, and an undisclosed family office from the UAE. The company plans to use the capital to launch the Indian Super Gaming League (ISGL), a franchise-modeled property designed to integrate competitive gaming with entertainment.

Founded in 2018, the startup has primarily acted as a tournament organizer and brand facilitator, claiming to have managed over 2,000 events across 18 countries. By pivoting to a franchise format, the company aims to move beyond transactional revenue from individual events toward a more consistent, recurring model involving teams and broadcasters. The involvement of Mahindra, who has prior experience with leagues like Pro Kabaddi, is seen as a strategic move to leverage established sports business expertise.

Commercial success remains contingent on the company’s ability to secure franchise owners, corporate sponsorships, and sustained viewership. While Let’s Game Now points to its existing community of 1.4 million members and college network as a foundation, the long-term viability of the ISGL will depend on its ability to cover high production and operational costs. The company has yet to release a launch timeline or specific monetization strategy for the new property.