Esports: A New Frontier for Soft Power Projection?

April 2024: PM Modi held a discussion with top Indian gamers and tried his hand at gaming. |Source: @NarendraModi YouTube (screengrab)

Esports, or competitive video gaming, ​​is growing into an increasingly popular instrument for soft power projection and public diplomacy. Governments are waking up to its potential for stimulating economic growth and engaging with younger audiences on a global scale. While China has strategically positioned itself as a leader in esports diplomacy, India is just starting to harness gaming as a platform for cultural and strategic engagement.

China: Esports as a Soft Power Instrument

China has emerged a powerful force in the international esports ecosystem, using it as a strategic tool to bolster its international image and influence. The Chinese government has invested heavily in hosting international tournaments, developing domestic leagues, and expanding its gaming industry in support of its soft power projection goals.

Hosting major leagues such as the League of Legends World Championship has allowed China to project its technological advancement while simultaneously promoting its cultural values to an engaged and young global audience, shaping  perceptions of the China brand. 

Beyond event hosting and esports tourism, Chinese-developed games often integrate nationalistic themes and promote China’s vision of the global order. For example, Glory of the King (Honor of Kings), developed by Tencent, incorporates elements of Chinese history and culture, reinforcing national pride at home, while introducing international players to China’s cultural heritage. The international success of miHoYo's Genshin Impact has been celebrated in China as an example of its ability to influence global gaming culture. Beyond cultural promotion, games like Black Myth reaffirm Xi Jinping's Chinese Dream vision to the world. China’s control over gaming content ensures that it aligns with state narratives on national identity and territorial claims. International gaming companies seeking to do business in China tend to self-censor, blocking phrases like “Free Hong Kong” or “Taiwan independence” to avoid government restrictions. 

China's esports sector has expanded its global reach by purchasing overseas players, investing in global firms, and establishing new standards for competitive gaming. Top Chinese companies such as Tencent, NetEase, and Alibaba have been redefining the global esports market through mergers and collaborations. China is also shaping global governance structures for esports through organizations such as the International Esports Federation. Proactive standards-setting and market penetration only furthers the global reach of China-favoured narratives.

India: An Emerging Player in Esports Diplomacy

India's demographic edge—a young population with fast-paced digitalization—makes it best positioned to leverage the strategic opportunities of esports. The Indian government, anticipating the sector's potential, has officially declared esports as a sport and launched initiatives such as the National Centre of Excellence for AVGC XR to develop talent and infrastructure.

However, India’s esports industry remains largely domestic, with limited global success compared to China, South Korea, and the U.S.

India's cultural wealth presents an untapped reservoir for generating indigenous gaming intellectual property that can resonate with audiences abroad. Games such as Unsung Empires: The Cholas are already doing it, to some extent. Focused on the Chola dynasty, the game spotlights the naval power of the empire and its historical reach over the Indian Ocean, which echoes modern India’s ambition to revive its maritime outlook as an Indo-Pacific power. Indigenous game development, however, remains in its infancy as a whole. By incorporating elements from Indian epics like the Ramayana and Mahabharata and Indian philosophical principles like Vasudhaiv Kutumbakam into game design, India could position itself as a global storytelling powerhouse.

India is gradually but surely employing esports as a political platform and a means of outreach. In 2024,  during a critical election season, Prime Minister Modi hosted India’s top gamers, pledged government support to the industry, and even tried his hand at "Raji: An Ancient Epic," a game that is set in ancient India. In several statements since then, PM Modi has reaffirmed that the government will  “cement India's leadership in the global gaming market.”

Industry estimates suggest that the number of online gamers in India has already reached 442 million, surpassed only by China, and the size of the gaming industry in India is expected to grow to reach INR 231 billion this year. However, the gaming landscape in the country continues to face persistent structural challenges. Inadequate infrastructure, fragmented regulations, and a lack of corporate investment hold back the industry's global competitiveness. Shoring up these bottlenecks through focused policy intervention, skilling, enhanced digital infrastructure, and private-sector participation incentives will unlock the full potential of esports as a vehicle of Indian soft power.

Athin B Paul is Digital Media Intern at Closed Door. He is currently enrolled in the MA in Diplomacy, Law, and Business program at O.P. Jindal Global University.

The views expressed above belong to the author(s).