Banijay Asia and NODWIN Gaming, a subsidiary of Nazara Technologies, have formed a strategic partnership aimed at advancing esports, gaming, and youth entertainment in India. This collaboration seeks to integrate content creation with the growing gaming and youth culture sectors.
As part of this alliance, Banijay Asia will manage the production of Playground, NODWIN Gaming’s established gaming reality show. The partnership also includes plans for new scripted and reality shows, with both companies co-developing original intellectual properties (IPs) and exploring content concepts across gaming, esports, and youth culture.
Deepak Dhar, Founder & Group CEO – Banijay Asia & Endemol Shine India, commented on the collaboration. He noted that the partnership extends Banijay Asia’s vision to create content for evolving youth audiences. Dhar stated, ‘Gaming is not just a sport; it’s a culture, a lifestyle, and a massive content opportunity’. He added, ‘With Playground and our upcoming IPs, we aim to redefine engagement and storytelling in this space’.
NODWIN Gaming’s portfolio includes the televised esports tournament BGMI Masters Series (BGMS) and Comic Con India, among other properties in the gaming, esports, and youth entertainment sector.
Akshat Rathee, Co-Founder & MD, NODWIN Gaming, discussed the partnership’s potential. He stated that the alliance with Banijay Asia positions them to lead changes in youth entertainment. Rathee remarked, ‘With Playground, we’ve just begun to explore what’s possible’. He also indicated ambitions to scale the Playground IP across multiple languages and markets, with the goal of developing it into an international format. Rathee also mentioned the aim to grow from one show to between five and ten each year, with the Rusk creative team remaining involved.
