In India there are around 300 million gaming communities, it is claimed, and during the COVID-19 pandemic the esports industry has spiked. 

"I believe this partnership has the potential to work wonders in positioning esports and the esports athletes in India who are not only skilled but have the ability to be the best in the world," said ESFI director Lokesh Suji.

"Winning a bronze medal in the demonstration events at the 2018 Asian Games in Jakarta is a testament to many such untold stories.

"We welcome Artsmith and are looking forward to working with them."

Artsmith was founded in 2011 and mixes public relations and digital content to create its brands.

"With the changing dynamics the ability to innovate and adapt will augur well in the current scenario," said Udita Dutta, the founding principal of Artsmith and a former sports journalist.

"Brands are now able to access new avenues that are giving various sports a whole new space to engage with their fans and therefore create a completely new stream for revenue that also resonates with a millennial mindset.

"As an agency, we believe this is an ideal time to engage with the sport and reimagine the communication."

The partnership comes ahead of esports' introduction as a medal sport at the 2022 Asian Games in Hangzhou.

The ESFI is a member of the International Esports Federation.