Bangalore: OS Studios, a Project Worldwide agency renowned for creating world-class fan experiences for global brands such as Pokémon, Call of Duty, NBA, and Major League Soccer, has officially launched operations in India.
The agency will operate as OS Studios India with full-service offices in Bangalore, New Delhi, and Mumbai, leveraging the extensive network and capabilities of its sister agency George P Johnson (GPJ) India and the broader Project Worldwide ecosystem.
The launch marks a major milestone in the evolution of India’s gaming and esports ecosystem, targeting what OS Studios calls the “Experience Gap”—the disconnect between the massive financial investments pouring into gaming and esports, and the often sub-par fan engagement, production, and event execution that follow.
With its proprietary “Fan Z Operating System”, OS Studios offers an end-to-end fan engagement framework that integrates strategy, broadcast & streaming, experiential marketing, and content creation, designed to elevate brand-fan relationships through authentic and immersive experiences.
“The passion of the Indian gaming community is undeniable, and it represents a massive opportunity for brands to build lifelong loyalty,” said John Higgins, CEO, OS Studios. “We are fully committed to this market and are thrilled to launch OS Studios India. We are excited to bring our global ‘Fan Z’ playbook to India.”
Globally, OS Studios serves as the agency of record for the Pokémon World Championships and has delivered acclaimed projects for Activision, Major League Soccer, NBA, Twitch, and other leading entertainment and gaming giants. The Indian arm will now provide the same level of creative and production excellence, tailored to the local market and powered by GPJ India’s experiential and event management expertise.
“India is one of the most exciting and fastest-growing gaming markets in the world, but the fan experience has not kept pace with the investment,” said Rasheed Sait, Chief Growth Officer, Project Worldwide, India/South Asia. “We are seeing major events with massive budgets fail on fundamental execution. This ‘Experience Gap’ is a huge disservice to both the brands and the passionate fans. OS Studios is here to fix that. We are not a traditional agency; we are audience experts who live and breathe gaming culture. We are here to bring the world-class, authentic experiences that Indian fans and brands deserve.”
The on-ground operations will be led by Nrupen Gutta, Strategic Partnerships and Creator Lead, and Yadush Bose, Director – Growth & Client Success. The agency is already in strategic discussions with leading brands and game publishers to develop large-scale activations for 2026.
