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In this conversation, STAN’s Co-Founder and CEO, Parth Chadha, shares how community platforms are breaking structural barriers and giving small-town talent a fair shot at opportunities.
For years, the spotlight in India’s creator economy, especially in the booming gaming industry, has been firmly fixed on talent from metro cities, leaving a huge pool of creators from Tier-2 and Tier-3 towns struggling to break through despite their authenticity, loyal audiences, and potential. The consequence is a persistent gap between cultural influence and commercial opportunity, where many talented creators face steep barriers to turning passion into sustainable income because sponsorships, platform algorithms and mainstream visibility remain skewed toward urban creators.
In this setting, STAN, a gaming community platform with a network of over two lakh creators, has set out to address some of those structural issues, and to understand how much progress is possible and what still needs to change. We sat down with Parth Chadha, STAN’s CEO and Co-Founder, to talk about the practical challenges creators face, the steps the company has taken to lower entry barriers and enable early monetization, and the broader vision for an ecosystem in which geography does not decide who gets to succeed.
Here is what he shared:
How do you see the content style, audience engagement, and community culture of tier-2 and tier-3 creators differing from metro-based creators? Do you feel the gaming industry in India has been slow or quick in recognizing the commercial potential of tier-2/tier-3 creators? Why?
Tier-2 and Tier-3 content creators often keep their content real and raw. They create in their local languages, infusing humor, cultural references, and real-life experiences that their audiences can easily relate to. Their content may not be overly polished or edited with advanced features, but that’s exactly what makes it authentic and helps them connect with their audience on a personal level. For viewers, it often feels more like a conversation with a friend or a neighbor.
For a long time, the industry was primarily focused on metro cities, but now we’re witnessing a clear shift. The reach and loyalty of regional creators are simply too significant to ignore. Today, they contribute to the industry’s growth just as much as metro-based creators. Brands are increasingly recognizing their influence and audience, and are actively reaching out to them. Overall, things are moving faster than anticipated.
What unique challenges do gaming creators from smaller towns face in getting discovered and growing their audience?
One of the biggest challenges for small-town creators is getting discovered. Even with talent and quality content, many lack access to essentials such as high-speed internet, good equipment, or the kind of brand visibility that metro creators enjoy. There’s also a shortage of mentorship or guidance on how to grow, improve content, or collaborate with others to expand their reach.
Language can also be a barrier, as not all creators are fluent in English or Hindi, making it harder for them to reach a national audience. On top of this, many struggle with confidence and the fear of failure when stepping outside their comfort zones.
How does STAN tailor its tools and programs to cater specifically to the needs of gaming creators in tier-2 and tier-3 cities?
STAN was built with these creators in mind. We understand the challenges faced by Tier-2 and Tier-3 creators, so our platform is designed to be simple and creator-friendly. From regional language support to easy club creation, we’ve kept entry barriers low. A creator doesn’t need thousands of followers to start monetizing their content, just one referral and one club are enough to begin their journey. This early push helps new creators build confidence and grow at their own pace.
Beyond the app features, how is STAN contributing to building a support ecosystem for these creators?
We’re not just a tech platform. At STAN, we genuinely believe in supporting creators at every step. We’ve organized offline events, meetups, and training sessions in smaller cities to connect directly with creators and their audiences. Our creator success and community teams are constantly in touch with these users, understanding their needs and helping them grow.
We want every creator to feel valued and included. Events like STANfest give them the same spotlight and stage as the biggest names in the gaming industry. For us, it’s not just about providing tools, it’s about building a complete support system that enables creators to thrive.
What partnerships or collaborations has STAN explored to bridge the gap between these creators and mainstream gaming audiences?
We’ve partnered with major industry leaders like Krafton to spotlight creators beyond metro cities. We believe talent exists everywhere and deserves to be seen. Our brand campaigns feature creators from across the country, not just top-tier influencers. Through STANfest and other offline events, we offer real opportunities for visibility and audience connection, ensuring these creators are celebrated.
How do monetization opportunities for tier-2 and tier-3 gaming creators differ from those available to metro creators? How has STAN approached early monetization for its creators, and what’s been the response?
Metro creators often wait a long time to start earning, typically through brand deals or YouTube revenue, which take time to materialize. On STAN, even new creators can start earning from day one.
Our platform offers multiple income streams, such as virtual gifting, referral programs, and completing user engagement (UA) tasks. The response has been phenomenal. We’ve seen creators from Tier-2 cities earn thousands of rupees with just a few hundred loyal followers. This early income builds both confidence and momentum.
Do you think advertisers and brands are now more open to working with creators from smaller towns? If yes, what’s driving that shift?
Absolutely. Brands today aren’t only chasing creators with flashy content, high-end aesthetics, or massive follower counts. They’re looking for creators with genuine engagement and a loyal audience.
This is where emerging creators from smaller towns excel. They may not have huge numbers, but they bring strong communities, authentic voices, and valuable regional reach. The shift is also driven by changing audience demographics. India’s next 100 million internet users will come largely from smaller towns, and they connect better with creators who speak their language and understand their world.
What opportunities or gaps do you think still exist for this segment in terms of infrastructure, visibility, or revenue streams?
There’s still a pressing need to improve access to content creation tools, quality production equipment, and mentorship. Discovery algorithms on major platforms often overlook smaller or regional creators, meaning most monetization opportunities remain centered around metro cities. Once these gaps are addressed, this segment has the potential to dominate the industry. The possibilities here are immense.
Do you think small-town creators are finally getting the recognition they deserve? Share your thoughts in the comments below.
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