In conversation with Dhiraj Soni, Head – Marketing, Gaming & Streaming Category at Logitech

In a free flowing conversation with us, Dhiraj Soni of Logitech talks about the brand’s India centric product strategy, their esports strategy and his take on the changing perception of Indian Gaming Industry.

The Gaming Reporter – How does the India centric product strategy of Logitech G look like?

Fundamentally, we believe gamers behave and aspire for similar things across as a community. As a brand, we appeal to almost all segments of gamers – casual gamer, gaming enthusiast, & hardcore gamer. From a portfolio perspective, we have a portfolio which appeals to these three segments in India.

If we were to put it, esports is still evolving so on a larger level, it’s the casual gamers and the gaming enthusiasts, which is what the market is composed of, and for them we have a portfolio which cuts across segments. Logitech G’s proposition is to provide value across the segments

The portfolio is very international which allows the Indian gamers to choose what is best for them. Gaming community is far more connected than any other community.

TGR – Talking about strategy – We have recently seen that Logitech G & Herman Miller has come up with a gaming chair. Does that mean that Logitech G has bigger plans to enter into non-traditional gaming peripherals market as well?

Logitech G is very passionate about gamers and gaming, it’s a gaming experience brand. This tie up with Herman Miller, is further going to enhance that experience for gamers. We will keep coming up with products which enhance a gamer’s experience.

TGR – So when are you launching Pro X wireless for Indian Consumers?

As of now there is no specific date, but we have seen a great response for the wired PRO X, which was launched last year. We are in a great position in driving the association with esports teams through the PRO series.

As the market evolves, we will evaluate and find an appropriate time to introduce it to the Indian consumers.

TGR – What is your take on the Indian Gaming Industry, which is still socially battling with notions like gaming being an unproductive way of spending time?

Gaming has evolved in the last couple of years and there is a greater acceptance of gaming as a career, & a sports to pursue. Two factors that have contributed to the growth of gaming are (a) access to better quality internet and (b) acceptance of esports as a profession. Esports was part of the invitational games in Asian Games and now it is being viewed as a sport which will be played at an international level, even within Olympics. There is a greater acceptance for gaming from society/parent’s side and as it evolves and the scale of gaming tournaments within the country goes up, you will see more and more people looking at it even more seriously. There is a larger set of people who are investing good time and money to hone their skills. We are seeing a balanced growth across the portfolio. Mobile gaming is making the process of evolution much quicker and culturally stronger.

TGR- How do you see esports partnerships aligning for you in India?

We partnered with LXG last year to engage grass-root gamers and introduced the brand to them, made them experience the brand and create moments with it.

In the current scenario, we have been engaging some gaming communities on our social platforms and on gaming platforms. We will continue to do that. And at the same time, we are evaluating online gaming leagues and possible associations with them. But fundamentally, as a leader brand, we want to engage gamers at the grass-root level much more strongly and convert casual gamers to gaming enthusiasts, and that’s when you will start seeing the growth of esports in India.

TGR – Do you see India becoming a leading exporter of GaaS (gaming as a service) or Gaming Hardware by 2021 or 2022?

To be honest, I don’t think the service part is something which you can look at as of now. One thing we are sure of is that esports would gain further traction in India and you will see more esports teams from India participating in international events. That is something which started happening about two years ago in a bigger way and it’s going to gain momentum.

TGR – Tell us more about Logitech G’s upcoming range of products for Indian consumers this year?

On a regular basis we keep evaluating opportunities and from the international portfolio, whatever is relevant for the gaming community in India is definitely available to us to be introduced in the Indian market.

We want to expand and engage grass-root gamers on a consistent & sustained manner. We are the only brand which is in a position to cater in all aspects to the entire ecosystem. So, for a streamer we have the webcam where Logitech is a leader in its category. We have microphones (Blue brand), which is again a Logitech portfolio product. I don’t see any other brand being positioned the way Logitech is so as to provide and enhance gamer experience all across.