Bengaluru: OS Studios, the global fan experience agency born from gaming culture, has announced the appointment of gaming, esports and live events industry veteran Ishaan Arya as Country Manager for India, marking a significant step in the company’s expansion strategy across the country.
Arya will lead OS Studios’ India operations and oversee the agency’s growth across newly established hubs in Bengaluru, New Delhi and Mumbai.
Part of Project Worldwide, OS Studios recently entered the Indian market with plans to introduce its signature ‘Fan Z’ playbook, designed to bridge the experience gap for brands seeking deeper engagement within South Asia’s rapidly evolving gaming, esports and live events ecosystem. The agency’s India expansion will leverage the established production infrastructure and capabilities of sister agency George P. Johnson (GPJ) India.
Commenting on the appointment, John Higgins, CEO of OS Studios, said, “The future of gaming will be shaped by the communities that care about it most, and few markets embody that more than India. To build something meaningful, you have to be part of the culture, not looking in from the outside. Ishaan understands that better than anyone. He’s exactly the kind of leader we want building the future of OS Studios in India.”
OS Studios brings extensive global credentials to the Indian market, having delivered fan experiences and experiential campaigns for major properties and brands including Call of Duty: Next, League of Legends Fanfest at Worlds, Major League Rugby, Ultimate Sevens, Red Bull Basement World Final, Red Bull Homeground 2025, TikTokLiveFest EU 2025, Riot Games’ Arcane Season 2 Launch Campaign, and the NBA 2K League.
In his new role, Arya will be responsible for managing operations, driving strategic partnerships with brands and scaling the agency’s local capabilities to support India’s growing gaming and entertainment ecosystem.
Speaking about the India opportunity, Rasheed Sait, Chief Growth Officer for India and South Asia at Project Worldwide, said, “Brands are investing heavily in Indian gaming, but true fan experience is too often an afterthought. Alongside GPJ India’s experiential footprint, OS Studios will set a new standard for fan engagement in the region.”
Arya brings more than a decade of experience across gaming, esports and entertainment. He previously co-founded The Esports Club, one of India’s prominent esports organisations, and most recently served as Vice President of Partnerships at Nodwin Gaming, where he also led Comic Con India.
Commenting on his appointment, Ishaan Arya said, “A massive gap remains between brand intent and authentic community engagement in India. I’m thrilled to leverage Project Worldwide and GPJ India’s operational strength to build culture-defining experiences for brands and fans alike.”
The appointment reflects OS Studios’ commitment to combining hyper-local expertise with its global capabilities to deliver immersive, community-led experiences tailored to Indian audiences.
