Why India’s Games Aren’t Going Global: A Call for Quality over Culture

In a country where nearly 420 million people play video games, India seems poised to make a global mark in game development. It’s a rapidly growing market, with players invested in mobile games, competitive esports, and streaming. But despite the passionate fanbase, India’s game development industry struggles to find footing on the global stage. With studios sprouting up across the country, one would expect to see Indian games on the same footing as those from the United States, Japan, or South Korea. Yet, aside from a few mobile hits, Indian games have barely scratched the surface internationally. Why hasn’t India become a gaming powerhouse?

Part of the challenge lies in a unique trap many Indian game developers have fallen into: the push to make games overtly Indian. From settings steeped in mythological backdrops to storylines drawing heavily from local folklore, games from India often bear a distinct cultural stamp. While this seems like a sound strategy to attract a homegrown audience, it often backfires. For all the rich cultural nuances these games carry, they sometimes overlook the universal appeal that successful global games prioritize. Instead of captivating players worldwide, many Indian games end up being niche experiences, limited by their intense cultural focus.

The recent trailers by Indus Battle Royale sparked criticism online from Indian gamers who stated that they want a quality experience that represents the county well instead of a game that is focused on the “Indian-ness” first. This is not a problem exclusive to India alone. The over-emphasis on cultural identity may be holding India back in the global gaming arena. Let us look at how Indian games are often too rooted in their cultural elements to reach broader audiences, and why a more balanced approach that prioritizes quality and gameplay innovation over cultural specificity might just be the key to finally putting Indian games on the map.

Are Indian Video Games Trying Too Hard to Be Indian?

The gaming industry in India has expanded substantially, driven by a young demographic, smartphone penetration, and the rise of esports. Indian studios like SuperGaming, Gametion, and nCore Games are looking to make it big in the game development space but their recognition remains elusive globally despite a large presence in India. 

The industry is largely built on the freemium model, which enables broad access but often caps development budgets and limits the ability to innovate with large, intricate projects. Many studios are incentivized to create “light” games that focus on quick, accessible content that aligns with mobile gaming preferences but not necessarily with quality benchmarks found in PC or console markets.

However one of the major criticisms raised by the Indian video game community is that Indian developers often infuse games with distinctly Indian elements, from mythological epics to traditional folklore. While this approach brings a unique flavor, it can make games feel overly localized, narrowing their appeal. In many cases, the Indian gaming experience becomes a thematic repetition of Indian gods, temples, and mythical settings. There is also the issue of games focusing too much on the Indian-ness.

While this might attract a domestic audience, it risks alienating international players unfamiliar with these narratives. The disconnect can make the gaming experience feel too specific, and even forced, limiting its global potential. The oversaturation of cultural themes risks making Indian games feel more like cultural exhibits than compelling, immersive experiences.

Moreover, cultural elements that resonate deeply with Indian audiences can often be too nuanced for global players. Black Myth: Wukong was a groundbreaking moment for the Chinese video game industry, symbolizing the potential for high-quality, culturally rich games to resonate worldwide. Black Myth: Wukong has sold over 21 million copies globally on Steam and it led to retailers running out of PlayStations to sell in China, a primarily mobile market. India needs something of the same caliber to put itself on the game development map. 

Successful games like Wukong, regardless of origin, share a set of core principles that resonate universally. At the heart of any standout game is solid gameplay—fun mechanics, intuitive controls, and a satisfying progression system. International hits like “The Witcher” or “Assassin’s Creed” weave culturally specific elements seamlessly into a universal framework, prioritizing solid mechanics and storyline over cultural focus. These games become beloved not because they are Polish or French but because they appeal to universal themes, complemented by cultural flavor that enriches the experience. 

Indus launched to middling reviews with a 3.3 user rating on Play Store after securing over a million downloads on Google devices. The iOS version of the game is sitting at a 3.1 rating with over a thousand user reviews highlighting the need for better optimization and refined mechanics. 

Mumbai Gullies is yet another title that wants to replicate the cities of Mumbai in a Grand Theft Auto-like setting. While Indian gamers will undoubtedly appreciate one of the most important cities of the country being represented in a high-budget game, if the title does not stand on its own two feet with solid gameplay, story and optimization, it will fall flat.

What Do Indians Want From A “Made in India” Game?

We reached out to 141 individuals from the Indian gaming community and gauged their thoughts on what they want from a “made in India” game. The responses reveal an interesting split among Indian gamers, with quality and gameplay emerging as a clear priority over cultural representation. While 75% of respondents (106 individuals) indicated some degree of importance for cultural representation, a significant 64% (90 respondents) still preferred a game that excels in gameplay and storytelling over one that emphasizes cultural elements. This suggests that while representation is important to us, it should not be the selling point of a game.

Additionally, 67% of respondents said they wouldn’t play a game with poor quality even if it showcased strong Indian cultural themes, which further highlights the high expectations for gameplay standards. We are in an era where top-notch games are releasing in droves every year and if local developers want to fight for our attention, it is important to deliver a game that is quality-first. 

This does not mean that representation should play second fiddle to gameplay. Our survey shows that around half of the respondents (47%) are more likely to try a game that includes Indian cultural themes, indicating that cultural representation has the potential to attract players if quality benchmarks are met.

India’s game development scene may not yet match the massive $70 million budget of Black Myth: Wukong, but there is still real potential to produce quality games that resonate globally. By focusing on mid-sized projects that emphasize strong gameplay, storytelling, and polished visuals, Indian studios can make a mark without the need for massive funding. With powerful game engines like Unreal and Unity now widely accessible, high-quality development is more achievable than ever.

This opens exciting possibilities for Indian developers to create distinctive, globally appealing games on leaner budgets. By channeling resources strategically and embracing creative design, India’s studios are well-positioned to elevate their presence in the international market, building quality titles that truly stand out.

Rethinking ‘Indian-ness’  With A Balanced Approach

Games can sell a cultural setting by creating an emotional connection with players. Globally successful games often center around relatable emotions like loss, adventure, and friendship that transcend cultural boundaries. Games can certainly use Indian themes without allowing them to dominate; rather, they can serve as an enriching backdrop to an engaging plot. For instance, games based on Japanese culture like Sekiro: Shadows Die Twice or Ghost of Tsushima achieve this balance by offering immersive worlds that feel authentically Japanese yet are universally accessible. Indian developers could aim for a similar strategy, focusing on emotions and experiences that resonate with players regardless of their cultural background.

Gamers might argue that foreign games have implemented better cultural representation of India than homegrown studios themselves. Take Genshin Impact, for example, a game that was developed in China with cultural references to India and other South Asian countries. Several non-playable characters are named after important figures from the ancient epic Mahabharata., the region’s god (archon) is named after Buddhism’s Kusanali Jataka and you will find dishes like pani puri, chaat and biryani available as part of the game. Countless stories borrow from Indian culture and even the region’s music features Indian musical instruments. All of this is presented in a way that meshes with the rest of the game and its cultural identity is not the selling point of the experience. 

Worldbuilding is also a crucial component where Indian developers can reconsider their approach. Instead of confining their games to heavily Indian-centric worlds, they could design settings that, while inspired by Indian landscapes or architecture, are broad enough to invite players from diverse backgrounds. This would allow for a game environment that feels unique yet welcoming, with worldbuilding that serves as a complement rather than a cultural immersion barrier.

There’s immense potential for Indian culture in games if handled with nuance. Take, for example, international studios that have drawn inspiration from Indian elements without letting them overpower the gameplay. Indian themes have appeared in successful games, like the “Indian” stages in “Street Fighter” or the use of mythology-inspired powers in games like “Smite.” These games incorporate cultural elements but as part of a larger narrative tapestry, allowing players to appreciate the cultural nods without needing deep contextual knowledge.

Indian game developers could also look at Bollywood and OTT platforms as case studies in blending cultural elements with universal appeal. Just as Bollywood films often balance local themes with universal story arcs, Indian games could use culture as an undercurrent rather than the focal point. Developers can create protagonists, plotlines, or world elements inspired by Indian culture without making it the sole narrative driver.

Overcoming Industry Challenges for Global Reach

For India to truly establish itself as a global force in game development, structural and industry-specific challenges need to be addressed. Funding is one of the primary barriers. The industry needs greater venture capital support and perhaps even government incentives to break the cycle of freemium mobile games. Developing ambitious, higher-budget games requires substantial investment, something that many Indian studios lack but which is essential to break into the global market.

Furthermore, Indian developers could invest in market research to better understand what resonates with global audiences. This insight could guide them in creating themes and gameplay mechanics that cater to both local and international players. Collaboration with international studios can also foster knowledge-sharing and help Indian developers learn from the successes and failures of studios from more established gaming markets.

Despite immense potential, Indian game development has been constrained by a cultural tunnel vision, prioritizing “Indian-ness” over universally appealing gameplay. While cultural representation is valuable, it must be balanced with core game quality to attract a global audience. By shifting focus to solid game mechanics, universal storytelling, and thoughtfully integrated cultural elements, India’s game developers can craft experiences that are both distinct and globally appealing.

In this new vision, India’s games could become emblematic of a global industry, blending cultural authenticity with top-tier quality. The journey may be challenging, but with the right balance, Indian studios could soon be making games that both celebrate their heritage and captivate players worldwide.