Charlie Cowdrey has been appointed CEO of JioBLAST, the joint venture between BLAST and RISE, a subsidiary of Reliance Industries Limited, the companies confirmed this week. This marks a turning point for the Indian esports scene. Cowdrey, a key figure at BLAST for the past four years, will relocate from London to Mumbai in September to lead the venture’s operations.
Cowdrey’s journey at BLAST has seen him move through several vital roles. He began as Chief of Staff, advanced to head publisher partnerships, and most recently served as Programme Director for Epic Games titles including Rocket League and Fortnite. His experience stretches beyond esports. Prior to joining BLAST in 2021, he spent nearly four years at Deloitte London, working in audit and transaction advisory. That blend of deep esports insight and strong business acumen makes him a strategic fit to lead JioBLAST.
Robbie Douek, CEO of BLAST, praised Cowdrey as “a trusted leader who understands our culture, our partners and our ambitions,” and emphasized that India “represents an enormous opportunity for BLAST”. In his statement, Cowdrey expressed excitement to “bring together Jio’s unrivalled reach, RISE’s commercial prowess and BLAST’s esports expertise,” and vowed to “supercharge the Indian esports industry”.
India is now home to more than 600 million gamers, representing roughly 18 percent of the global gaming population. Despite this massive user base, the nation has lagged behind in building consistent infrastructure, polished production, and strong league systems. The JioBLAST venture seeks to bridge those gaps by creating original esports IP, setting up a production studio, and producing tournaments on par with international standards.
Adding to that, JioBLAST intends to offer end-to-end tournament management, publisher services, and broadcast-ready content. The joint venture will leverage Jio’s telecom network, RISE’s commercial and sports broadcast experience, and BLAST’s award-winning production workflows. Mobile-first gaming and digital fan interaction via the JioGames platform are also major priorities, targeting the unique habits of India’s gaming audience.
Recruitment for the first six foundational roles is already underway in Mumbai. These early hires will be essential in drafting the blueprint of India’s next esports chapter – from talent development to production logistics.
For Cowdrey, the move to Mumbai is more than a job relocation. It is a challenge to mold a vibrant but fragmented gaming ecosystem into a cohesive, globally competitive esports industry. JioBLAST’s support system — Reliance’s infrastructure and BLAST’s production pedigree — places this venture in a strong position. Indian gamers and brands can expect more professionally run tournaments, mobile-accessible experiences, and a boost to local esports talent in the near future.