V5: A Tribute to South Asia's VALORANT Generation and a $3.8B Gaming Market

Gaming Staff • June 12, 2025

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Riot Games is celebrating the 5th anniversary of VALORANT in South Asia with the V5 campaign, a tribute to the players who have made the game their own. The campaign is a reflection of the players' experiences, taking place in the same spaces they do, such as campuses, cafes, and social media. It includes animated shorts based on real stories, UGC-driven content, murals, college activations, and community-driven celebrations.

The V5 key visual is a vibrant tapestry representing South Asian gaming culture, featuring elements such as a steaming cup of chai, LAN café setups, and the popular phrase "NHK?". Riot also launched an OOH campaign in Mumbai, Delhi, Gurgaon, and Kota, featuring in-game callouts and phrases voted on by the community.

The campaign included a 'VAL Toppers' initiative, which celebrated Radiant-ranked VALORANT players on the day IIT-JEE Mains results were announced, providing a fun and lighthearted nod to South Asia's competitive spirit. V5 aimed to cement VALORANT's place in India's entertainment mainstream, reflecting the growing cultural and economic weight of gaming.

According to the Lumikai State of India Interactive Media and Gaming Report FY24, India's gaming market generated $3.8 billion in FY24 and is projected to grow to $9.2 billion by FY29. With 66% of gamers coming from non-metro cities and 43% being first-time earners aged 18-30, the data reflects gaming's growing cultural and economic significance. V5 showcases how games have become an essential part of how an entire generation communicates, celebrates, and connects.

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