Sachin Tendulkar joins gaming startup Metasports Interactive as strategic investor

Cricket legend Sachin Tendulkar has joined Hyderabad-based gaming startup Metasports Interactive as a strategic investor. He will also serve as the brand ambassador for its cricket strategy game, Hitwicket, the company announced on November 3. The financial details of the investment have not been disclosed.

The move brings one of cricket's most recognisable names into a gaming business that aims to attract fans through a digital version of the sport.

From cricket fandom to mobile gaming
Hitwicket is a cricket strategy game in which players make decisions about building and managing their teams. Unlike conventional cricket video games that focus largely on controlling players during a match, strategy games also involve planning and team management.

For Metasports, Tendulkar's association could help increase the game's visibility among cricket fans in India and overseas. His involvement may also support the company's efforts to build partnerships and attract new users.

The startup already has backing from venture capital firms Prime Venture Partners and Singapore-based Horizon Ventures. Cricket commentator Harsha Bhogle is also among its existing backers.

Can celebrity backing help gaming startups grow?
India has a large cricket-following audience, making the sport a natural fit for mobile gaming companies. However, converting cricket fans into regular players remains a challenge in a market where users have many gaming options.

Celebrity associations can help a company attract attention, but long-term growth depends on the quality of the game, user engagement and its ability to retain players.

For Metasports, the immediate opportunity is to use Tendulkar's association to strengthen Hitwicket's brand and expand its audience. The bigger test will be whether that visibility translates into sustained user growth and a commercially successful gaming business.