Mumbai: NODWIN Gaming, a new-age youth entertainment, gaming, and esports platform, and a subsidiary of Nazara Technologies Limited, has announced the acquisition of AFK Gaming Pvt. Ltd., a prominent gaming and esports media company, subject to closing formalities. This acquisition marks AFK Gaming as a fully owned subsidiary of NODWIN Gaming.
The acquisition further strengthens NODWIN Gaming’s content production, distribution, and marketing capabilities in the esports space. By integrating AFK Gaming, NODWIN Gaming enhances its one-stop-shop offerings for brands and publishers, significantly expanding its esports and gaming-related marketing services and increasing its share of the marketing budget pie.
NODWIN Gaming will acquire 93% of AFK Gaming’s share capital in a combination of cash and stock swap of NODWIN Gaming shares for a total consideration of INR 7.6 Crores. NODWIN previously owned the remaining 7% of AFK. As part of the deal, the founders of AFK Gaming will become shareholders of NODWIN Gaming and will be integrated into various verticals of the NODWIN ecosystem.
The relationship between the two companies dates back to 2017 when NODWIN Gaming led AFK Gaming’s first round of investment as a strategic partner, helping the founders transform their passion into a business. This acquisition completes NODWIN’s strategic investment in AFK Gaming, making it a 100% subsidiary upon finalization.
Founded in 2012 by Nishant Patel, Rakesh Ramchandran, and Siddharth Nayyar, AFK Gaming has been a key player in the Indian gaming and esports media industry. The company’s offerings include the Pixel P&L gaming business newsletter, as well as Max Level, an agency division that provides marketing, campaign management, content production, and PR services to brands in the gaming and esports industry. AFK Gaming’s clients include major names such as ASUS ROG, KRAFTON, CyberPowerPC India, Saudi Esports Federation, ESL Faceit Group, and more.
Following the acquisition, Nishant Patel will join the founders’ office to focus on strategic initiatives and expand Pixel P&L within NODWIN. Rakesh Ramchandran will join the NODWIN team to develop tech-led products, while Siddharth Nayyar will continue to lead Max Level, focusing on providing high-quality, cost-efficient marketing and PR services.
Akshat Rathee, Co-Founder of NODWIN Gaming, said, “I have known Nishant, Sid and Rakesh since the inception of AFK Gaming. We all started out at the same time, while the esports industry in India was just beginning to pick up. We have built respect for each other over time by butting heads, competing, collaborating and supporting each other when there was little hope. I have learnt to admire their ability to persevere, pivot and be true to the fan. This focus is to be treasured. Once you have that respect and understanding of our strengths and weaknesses, working together is a natural causality. As we come together as one group, I welcome them as shareholders of NODWIN Gaming and as leaders in our group. I look forward to the many missions we will pick up and go on together.”
Nishant Patel, Rakesh Ramchandran, and Siddharth Nayyar, Co-Founders of AFK Gaming, stated, “Joining the NODWIN group feels like a homecoming for us. When esports was barely a coined term, Akshat and us agreed to work to grow the market rather than compete in an industry that had yet to prove itself. This led to a long and trust-imbued relationship where Akshat watched over us as a friend, investor, mentor and board member. Now that the industry has matured a bit, our existing synergies with NODWIN allow us to hit the ground running and we’re confident in our ability to unlock the next level of growth for the group!”
The acquisition further strengthens NODWIN Gaming’s position in India and the global esports and gaming landscape. This move complements NODWIN’s recent strategic acquisitions, including Trinity Gaming India, Comic Con India, German esports agency Freaks 4U Gaming, West Asia-focused Publishme, Singapore-based live events firm Branded, and Turkish esports company Ninja Global.
