Rohit Agarwal, Founder at ALPHA ZEGUS
Website : https://alphazegus.com/
Great Companies: How did you get your idea or concept for the business?
Rohit Agarwal: There were multiple gaps in the Indian Gaming Industry. Brands could not leverage the industry to its fullest potential because
1) They were working with agencies that did not have core knowledge of gaming, nor did they have the right connections in the space.
2) They could not leverage the creator network properly, either because the creators were inaccessible, or they didn’t have knowledge & grooming of working with brands.
3) They did not have knowledge of the types of innovations that can be done in the space eg. live streams, LANs, Discord, etc.
After a year of working closely with brands and creators on small-scale projects, networking with multiple stakeholders in the space, and understanding audience needs at the grassroots level, we released how critical these gaps were, and how we could fill them. That is where Alpha Zegus was established.
Great Companies: What are the various services provided by ALPHA ZEGUS?
Rohit Agarwal: Alpha Zegus predominately caters to the gaming industry. Within this industry, we provide the following services: Talent Management, Social Media Marketing, Discord Management, Production (Photoshoot, Videoshoots), Production (Gaming events), Innovative IPs, etc. We also plan to expand these services across the lifestyle domain, and across APAC in gaming.
Great Companies: What makes ALPHA ZEGUS different from hundreds of other similar service providers?
Rohit Agarwal: Alpha Zegus has built super-specialization in a certain niche (gaming), which only a very few agencies operate at this moment. Our entire team comes from a background that’s strong in marketing, tech, production, content creation, and most importantly, the love and knowledge for gaming. Also, we are connected to over 500 content creators, 30 gaming organizations, various gaming production houses, 3 (top) gaming publishers, and a whole bunch of people who are integral to this space, which gives us the edge over other similar service providers.
Great Companies: What are the struggles and challenges you face?
Rohit Agarwal: Majority of the creators in this space are within the age band of 16-25, and they come from various different demographics - making it quite challenging to groom them and get them brand ready. To overcome this, we started onboarding only the creators who we thought could be groomed and nurtured, irrespective of their numbers, and we built an internal team of experts who talk to these creators on an almost daily basis to understand their needs, concerns, and groom them accordingly.
From the brands perspective, they definitely understand the potential in gaming, but we still find it challenging to convince them about the right ways to invest in this space (since there are a whole bunch of different tools like tournaments, innovative IPs, live streams, events, etc.). We tackle this by doing water-testing campaigns with these clients, give them proven results, and scaling up over time.
Great Companies: How do you plan to grow in the future? What do 5 years down the line look like for ALPHA ZEGUS?
Rohit Agarwal: Within the gaming ecosystem, we have some big plans.
1) To expand to the APAC region.
2) To provide Web3, Blockchain, and Metaverse solutions to our clients.
3) To drive the creator economy by creating ROI-based, AI-driven influencer marketing tools.
We also plan to expand our services to the lifestyle domain, once we build a strong foundation within gaming.
Great Companies: If you had one piece of advice to someone just starting out, what would it be?
Rohit Agarwal: Find your niche, and become the absolute best in it. Both your audience and your brands appreciate expertise rather than a jack of all trades