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Banijay Asia, a part of Banijay Entertainment, and NODWIN Gaming, a material subsidiary of Nazara Technologies, today announced a strategic partnership to revolutionize esports, gaming and youth entertainment in India.
As part of this partnership, Banijay Asia will take the helm in producing Playground, NODWIN Gaming’s flagship gaming reality show that has redefined the intersection of gaming, entertainment, and influencer culture in the region.
The partnership will also bring new scripted and captive reality shows to daylight, with both companies co-developing new intellectual properties (IPs) and pioneering fresh content concepts across gaming, esports and youth culture.
Leadership comments
Deepak Dhar, Founder & Group CEO – Banijay Asia & Endemol Shine India, commented, “This collaboration with NODWIN Gaming is an exciting extension of our vision to create content that resonates with evolving youth audiences. Gaming is not just a sport; it’s a culture, a lifestyle, and a massive content opportunity. With Playground and our upcoming IPs, we aim to redefine engagement and storytelling in this space.”
He further added, “I look forward to the creative collaboration with Akshat Rathee, and Joost Roset who we previously worked with, in bringing iconic global IPs to India. This is an invaluable opportunity to create clutter-breaking formats in the youth and gaming space.”
With a diverse portfolio of high-impact IPs including the televised esports tournament – BGMI Masters Series (BGMS), Comic Con India, NH7 Weekender, and more, NODWIN Gaming is a key player in the gaming, esports and youth entertainment ecosystem.
Talking about the partnership, Akshat Rathee, Co-Founder & MD, NODWIN Gaming, said, “Youth entertainment is evolving rapidly, and our partnership with Banijay Asia positions us perfectly to lead that change. With Playground, we’ve just begun to explore what’s possible. Backed by Banijay’s global expertise, we’re now set to scale the IP across multiple languages and markets, with the ambition of building an international format.”
“At the heart of our approach is our philosophy of ‘timeshare of mindshare’. We’re not just creating content, we’re creating cultural moments. The Rusk creative team will stay actively involved as we expand the universe of Playground, aiming to grow from one show to between five and ten each year,” Rathee added.
NODWIN Gaming’s market presence
Since its inception in 2014 by Akshat Rathee and Gautam Virk, NODWIN Gaming has grown rapidly and was last valued at valued at $410 million as of November 2024 and has established a global presence in regions such as South Asia, Germany, Central Asia, Singapore, the Middle East and Turkey.
It has in its arsenal- gaming and esports IPs such as Leagues, Tournaments, reality shows, festivals, conferences, content, influencers and merchandise. Notable investors include Nazara, KRAFTON Inc, Sony Group Corporation, and JetSynthesys.
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