Nazara is India’s only listed gaming and Esports Company, with majority ownership of gaming and esports brands with presence in India, the US, and other global markets. In esports, Nazara has an esports platform NODWIN Gaming and Sportskeeda/Pro Football Network in the sports media space. Nazara’s offerings in the interactive gaming segment include gamified early learning ecosystems like Kiddopia and Animal Jam, an IP based gaming studio ‘Fusebox’, a cricket simulation franchise, World Cricket Championship (WCC), and a portfolio of casual games distributed through telco partnerships in many emerging markets.
Additionally, Nazara controls Datawrkz, a digital ad tech company supporting its portfolio companies and external clients with demand-side user acquisition and supply-side ad monetization services.
MediaNews4U.com caught up with Nimish Raut, Global Head Esports: Partnerships & Special Projects, NODWIN Gaming.
Q. Is esports now a mainstream entertainment avenue in India? What role is the IOC recognising esports as an Olympic sport going to play in taking it to the masses?
Esports in India has all the necessary ingredients to be considered a mainstream entertainment avenue. If you look at the numbers alone, the scale is staggering. BGMI, for instance, records over 21 million daily active players and upwards of 45 million monthly active users and that’s just one title.
When you factor in other competitive games like Valorant, Call of Duty: Mobile, and Free Fire (Max), we’re looking at a community of over 200 million gamers engaging regularly with esports content.
Viewership metrics further strengthen the case. Esports tournaments on platforms like YouTube routinely draw half a million concurrent viewers, and even average tournaments can clock 3–5 million views. The audience exists, and it is both engaged and growing.
For a long time, the missing piece was a commercially sustainable model but that’s now changing. We’re seeing brands step in not just as sponsors, but as strategic partners, building full-fledged marketing campaigns around esports IPs. This shift is helping formalize the ecosystem and take it to the next level.
As for the IOC’s recognition of esports as an Olympic sport I believe it plays a critical role in legitimising esports on a global scale. It helps people outside the core gaming community understand that this is serious competition, requiring skill, strategy, and dedication.
While it may not directly translate into mass adoption which will still be driven by publishers and community momentum, it’s a powerful step forward in shaping public perception and opening doors with legacy brands and institutions.
Q. How is esports bridging the gap between gaming, pop culture, and entertainment by integrating with music, lifestyle, and influencer-driven content?
Esports has always existed at the intersection of gaming and pop culture. I often say that while esports is the center, the circumference connects directly to passion, music, lifestyle, and youth culture. Over the years, and especially recently, we’ve seen that connection become even more integrated, both globally and here in India.
Globally, games like Fortnite have led the charge in merging music and gaming. We’ve seen collaborations with artists like Travis Scott, Metallica, Eminem hosting virtual concerts, releasing exclusive in-game skins and merchandise, and creating experiences that blur the line between music events and gameplay.
Riot Games is another strong example, they’ve continuously worked with some of the biggest names in music for their League of Legends tournaments, especially Worlds. From Imagine Dragons and Linkin Park to Nicki Minaj and more, music has become a core part of the esports experience.
When it comes to fashion and lifestyle, we’ve seen leading brands like Louis Vuitton, Gucci, Adidas, and Nike invest deeply in the space. Nike’s activations in the LPL in China, and their virtual stores inside platforms like Roblox, are perfect examples of how gaming is now influencing not just how young people play, but how they express themselves, shop, and engage with brands. These integrations reflect how esports is not just a sport it’s a lifestyle movement for Gen Z and Gen Alpha.
Influencer culture has also been a massive part of this shift. Today, young audiences look up to creators who stream, compete, and create gaming content. They influence conversations in schools and colleges about what to wear, what to play, and even what to eat. This shift in influence from film stars and athletes to streamers and gaming personalities marks a fundamental change in entertainment consumption.
I truly believe that as we move forward, the lines between music, fashion, gaming, and influencer content will continue to blur. Esports is no longer adjacent to pop culture, it is pop culture.
Q. Building esports IPs in India, forging brand collaborations, and creating sustainable business models for long-term growth. What are Nodwin Gaming’s plans in each of these areas in the coming three years?
At NODWIN Gaming, we’ve evolved from being a pure tournament organiser to becoming a youth-focused culture company. While we don’t publish games ourselves, building and scaling esports IPs is one of the core pillars of our business and over the next three years, we’re doubling down on that with clarity, intent, and sustainability at the forefront.
A great example is the BGMS, a third-party tournament we created to sit strategically within the game’s competitive calendar, right after Krafton’s BGIS and BMPS. What sets this IP apart is its clear value proposition: it’s the only BGMI tournament broadcast live on Star Sports, aired over a full month, giving it the depth and consistency of a major sports league. We’ve invested heavily in infrastructure, a 20,000 sq. ft. state-of-the-art studio in Delhi to ensure world-class execution.
What’s especially exciting is how this IP has brought major non-endemic brands into the fold. From OnePlus and Hyundai to Swiggy, Red Bull, Philips, and more we’ve shown that esports can deliver value far beyond the gaming world.
We’ve structured this IP like a traditional sports league: teams gain sponsorship value, brands get media exposure through broadcast and digital, and we place as much emphasis on creative production as we do on reach and viewership.
Over the next three years, our focus is clear. We want to continue scaling the BGMI Masters Series and help cement BGMI as India’s second-biggest sport, right behind cricket. The advantage we have over traditional sports is the existing, highly engaged player base.
Unlike sports like kabaddi, hockey, or even football, where active participation has either plateaued or declined, esports already commands a massive, passionate audience. They play, they watch, and they engage and what they need now are compelling formats to follow and root for and that’s the gap we’re filling.
We’re also exploring synergies between our esports IPs and other cultural IPs we own. Collaborations between our esports tournaments and NH7 Weekender or Comic Con India are already underway. These crossover moments are where we believe the future lies. It’s not just about competitive gaming; it’s about building entertainment ecosystems where esports, music, lifestyle, and pop culture meet.
Our vision is long-term to create IPs that are not only commercially viable but culturally resonant. That’s what will power sustainable growth for us and for the Indian esports ecosystem as a whole.
Q. What are the synergies that exist between Nodwin Gaming and Nazara’s other properties like Sportskeeda?
While NODWIN Gaming operates as an independent entity within the Nazara family, we see tremendous opportunities for collaboration across the group particularly with platforms like Sportskeeda. As one of the most prominent sports and esports media companies in the country, Sportskeeda offers a natural synergy, especially when it comes to co-creating high-impact content, amplifying tournament narratives, and driving deeper engagement for our esports IPs through editorial and digital campaigns.
Beyond Sportskeeda, we’re also exploring integration with other parts of the Nazara ecosystem, especially in the publishing and game development space. Here, our strengths in broadcast production, league operations, and competitive structuring can complement Nazara’s publishing efforts helping create immersive and sustainable experiences for players and audiences alike.
What ties it all together is a shared commitment to growing the gaming and esports ecosystem in India. Whether through content, competition, or community, we’re able to unlock meaningful value when the different arms of the Nazara network collaborate strategically.
Q. What makes esports genres like Battle Royale addictive?
India has always had a deep connection with first-person shooters (FPS), a legacy that dates back to the early 2000s with games like Counter-Strike. As a country, we have a strong cultural affinity for action-packed, high-intensity narratives. It’s the reason why Bollywood action films with intense gun battles and heroes who triumph against villains resonate so deeply with us. This love for dramatic action translates perfectly into the Battle Royale genre.
In essence, Battle Royale is about survival of the fittest. Players are thrown into a large map where the goal is to outlast and eliminate others until you’re the last one standing. From a cultural perspective, this aligns well with our fascination with high-stakes action and the thrill of competition. The continuous action and rapid pace of the genre with intense moments unfolding every few seconds add to the addictive quality of the experience. A typical game lasts anywhere from 20 to 25 minutes, keeping players on edge and constantly engaged.
It’s this combination of cultural relevance, non-stop action, and the excitement of a high-octane, survival-based competition that makes Battle Royale so addictive and appealing to both players and spectators alike.
Q. What is the strategy that NODWIN Gaming follows to build more meaningful relationships with companies like Activision Blizzard, ESL?
At Nodwin Gaming, our strategy has always been to look at emerging markets as key areas for growth and opportunity. We’ve consistently aimed to position ourselves as a bridge between global esports giants and the rapidly growing esports ecosystems in India, South Asia, and Southeast Asia.
What we bring to the table is our deep local expertise and understanding of the regional dynamics. Our long-term partnership with ESL is a prime example.
We kicked off this collaboration by introducing premier ESL properties like the ESL Premiership, DreamHack, and ESL One to the Indian audience. We’ve also been integral in executing events like the Snapdragon Pro Series, showcasing our ability to bring global brands to local markets with precision and local flair.
Beyond ESL and Activision Blizzard, we’ve worked closely with other major global players such as Riot Games to bring VCSA (Valorant Challengers South Asia) to India and are currently collaborating with companies like Epic Games, EA, and Konami.
Our focus remains on providing these companies with the expertise needed to build long-term, sustainable esports communities in emerging markets like India, Southeast Asia, MENA, and Latin America.
In essence, our strategy revolves around offering the local know-how, operational expertise, and fan engagement strategies that these global companies need to succeed in new and rapidly developing regions.
Q. What are the plans in terms of airing esports tournaments? Are they key in making esports more mainstream?
Our strategy is clear: we are competing with mainstream entertainment, and to truly make esports a mainstream avenue, it’s crucial to take it beyond YouTube and introduce it to a wider audience through platforms like television and OTT services.
We’ve already taken a significant step in this direction with BGMS, where for three seasons, we’ve aired the tournaments on Star Sports. Along with this, we’ve partnered with media platforms like Rooter, Glance, and YouTube to broaden the reach.
Moving forward, we aim to expand this by continuing our partnership with Star Sports and seeking new collaborations on OTT platforms. At the same time, we will maintain and enhance our presence on YouTube to ensure we continue reaching our audience across multiple platforms.
This multi-platform approach is crucial for growing esports and making it more accessible to a broader demographic, further cementing its place as a mainstream entertainment option.
Q. What role is AI playing for Nodwin Gaming in terms of helping it enhance the user experience and create IP?
AI is certainly a hot topic right now, and while we are still exploring its full potential, we have already begun integrating it into key areas of our operations, particularly in broadcasting and automation.
For example, we’re using AI to explore multiple language feeds, enabling us to offer commentary and graphics in regional languages. This enhances the accessibility of our content to a wider, more diverse audience.
As we continue to explore AI, we expect to unlock even more opportunities for enhancing user experiences and creating innovative IPs.
The possibilities are vast, and we believe AI will play an increasingly important role in the future of esports, not only improving how we broadcast but also how we engage with our audience on a deeper level.
Q. How are casual and hyper-casual games becoming platforms for brands to engage young, upwardly mobile audiences across Tier I, II, and III cities? What trends are being seen in terms of interest of both global and Indian brands in the esports ecosystem?
Casual and hyper-casual games have long been an attractive platform for brands to engage with audiences, especially in terms of advertising. Initially, many brands focused on simple logo placements within these games to tap into the large user base.
However, this trend has evolved. Today, brands are seeking more meaningful integrations. Instead of just displaying logos, they’re looking for ways to seamlessly incorporate their products into the gameplay experience.
For example, a chewing gum brand might integrate their product into a game by transforming an item like a cricket ball into their packaging design, or by having players collect branded ice cream in a game. This move from mere advertising to more interactive product placements reflects a shift towards more engaging, immersive brand experiences.
Globally, we’re seeing more and more brands integrate into platforms like Roblox and Minecraft, which may not always be classified as casual or hyper-casual, but offer similar opportunities for brand engagement. Brands such as Nestlé, KitKat, and others are using these platforms for direct interaction with younger, tech-savvy audiences.
This trend is gaining traction in India as well, where both global and local brands are recognizing the potential of esports and casual gaming to engage a young, upwardly mobile audience across Tier I, II, and III cities. The future will likely see even more experimentation in ways to integrate brands into the gaming ecosystem, moving beyond traditional advertising to create richer, more interactive brand experiences.
Q. Is cloud gaming the future?
The concept of cloud gaming has been discussed for quite some time, and while it’s difficult to predict the exact trajectory, it is certainly poised to play a significant role in the future of gaming.
Cloud gaming will likely redefine how games are distributed and experienced across platforms. The vision is to create platform-agnostic games that can be played seamlessly across devices whether on PC, console, or mobile. The ability to enjoy the same game with a consistent experience across all platforms is one of the key potential unlocks of cloud gaming.
That said, we’re still a little ways from fully realizing this vision, as optimizing games to function seamlessly on mobile, console, and PC can be a challenge. But, the future of cloud gaming is undoubtedly exciting, with the promise of an integrated, cross-platform ecosystem.
We’re already seeing elements of cloud gaming today. For instance, platforms like Steam and Microsoft allow players to purchase games and store them on their accounts, enabling access from any device without needing to worry about hardware constraints. However, the next phase will involve a more fluid cross-platform experience, where gamers can switch between devices without losing continuity in their gameplay.
Q. NODWIN Gaming is looking at going beyond gaming into areas like event management with the acquisition of Comic Con India. What is the rationale for this?
The rationale is very simple that it is rooted in our broader vision of engaging with youth culture. At NODWIN, we’ve always believed in connecting with subcultures like music, fashion, and lifestyle areas that resonate deeply with today’s younger, dynamic audiences. By acquiring Comic Con India, we’ve added the expertise of managing large-scale cultural and lifestyle events, which gives us a unique edge.
This move allows us to transition from being just a tournament organiser to becoming a fully integrated youth culture company. Our success with IPs like NH7 Weekender and Comic Con India has shown us that combining gaming with other forms of entertainment creates powerful, engaging experiences.
Moving forward, we’re exploring opportunities in music, fashion, and merchandise, and we’re even considering competing directly with other entertainment giants in areas like ticketing and event management.
By embracing these diverse forms of entertainment, we’re building a more holistic platform that appeals to the varied interests of our audience and expands our impact beyond just gaming.
