National, July 4, 2025: NODWIN Gaming, a leader in South Asia’s esports and gaming ecosystem has officially partnered with the Esports World Cup Foundation (EWCF) to manage media rights sales across South Asia including India, Bangladesh, Nepal, and other surrounding territories. 

NODWIN Gaming will act as the strategic support for the EWCF in the region, supporting with media rights sales and distribution strategies for the EWC across South Asia. The partnership aims to bring the Esports World Cup to a broader audience of fans in one of the fastest-growing esports markets globally. Additionally, NODWIN Gaming will act as the EWCF’s marketing partner for the Indian market, to conceptualize and execute local campaigns and initiatives that support the Foundation’s mission of elevating esports and gaming culture worldwide. 

The EWCF is the nonprofit organization behind the Esports World Cup (EWC), the world’s largest multi-title esports competition. The 2024 inaugural edition featured 1,500 elite players and 200 clubs from over 100 countries, competing across 21 titles for a record-breaking $60 million prize pool. With 500 million online viewers and 2.6 million in-person attendees, the EWC set a new benchmark for esports competitions worldwide. 

With a proven legacy in managing media rights for the targeted distribution of world-class esports and entertainment content, NODWIN Gaming has successfully brought competitive gaming to mainstream audiences through multiple broadcast platforms, including television and OTT services. Its marquee IP, the Battlegrounds Mobile India Masters Series (BGMS), is currently the only Indian esports tournament to air on national television, broadcasting on Star Sports for three consecutive years. The company has also delivered top-tier productions and media rights solutions for properties such as the eISL in collaboration with Football Sports Development Limited (FSDL), the VALORANT Challengers South Asia with Riot Games, the Mountain Dew Arena with ESL India, and the Kingfisher India Premiership, among others.

Akshat Rathee, Co-Founder and Managing Director of NODWIN Gaming said, “The Esports World Cup is a landmark moment for global esports, and we’re proud to partner with the EWCF to bring that experience to South Asia. This partnership is about more than just broadcasting a tournament – it’s about building a bridge between South Asia’s incredibly passionate gaming communities and the global stage that the EWCF represents. Whether it’s in India, Bangladesh, Nepal or beyond, our goal is to make world-class esports content more accessible than ever. We’re excited to work closely with the EWCF to not only grow the tournament’s reach but to also support the larger ecosystem and community it helps foster.”

The EWCF is dedicated to supporting the long-term growth and financial sustainability of the global esports and gaming sectors. The foundation’s mission is to advocate for the entire ecosystem including players, fans, and businesses and to reinvest any proceeds back into initiatives that fuel the development of the industry. 

“Our mission at the Esports World Cup Foundation is to create lasting impact for the global esports industry by setting new competitive benchmarks and forging partnerships that understand the nuances of each region. South Asia represents an incredibly dynamic and fast-growing gaming market, and NODWIN Gaming brings unparalleled knowledge, reach, and local trust to this ecosystem. By partnering with NODWIN, we are not only ensuring that the Esports World Cup reaches more fans, but we are also reinforcing our commitment to making esports more accessible, inclusive, and sustainable.” stated Mike McCabe, COO of the Esports World Cup Foundation. 

Through this association, the EWCF strengthens its global presence while leveraging NODWIN Gaming’s deep-rooted experience in youth engagement, esports content, and regional distribution across emerging economies.

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Mumbai, India, December 19, 2024 — NODWIN Gaming, a leader in new-age youth entertainment, gaming, and esports and a material subsidiary of Nazara Technologies Limited (BSE: NAZARA), today announced the acquisition of AFK Gaming Pvt. Ltd., a leading gaming and esports media company subject to closing formalities. With this, AFK Gaming will become a fully owned subsidiary of NODWIN Gaming.

This acquisition strengthens NODWIN Gaming’s esports related content production & distribution, and marketing & PR services capabilities. These capabilities will enhance NODWIN Gaming’s offerings to brands and publishers, making it a strong one-stop-shop for all esports & gaming related marketing activities and thereby increasing the share of wallet of marketing budgets for NODWIN Gaming.

The acquisition of 93% of the share capital of AFK Gaming will be a combination of cash and stock swap of NODWIN Gaming shares for a total consideration of INR 7.6 Crores. NODWIN already owned the balance 7% of AFK previously. As part of this transaction, the founders will become shareholders of NODWIN Gaming and be integrated into different verticals in the NODWIN Gaming ecosystem.

In 2017, NODWIN Gaming led AFK Gaming’s first round of investment as a strategic investor, helping the founders turn their hobby into a business. This acquisition completes the lifecycle of NODWIN’s strategic investment into the company, making AFK a 100% subsidiary on close.

Founded in 2012 by Nishant Patel, Rakesh Ramchandran and Siddharth Nayyar, AFK Gaming has been at the forefront of the Indian gaming and esports media industry for over a decade. Apart from providing the latest updates from the industry through its website and its specially curated gaming business newsletter Pixel P&L, its agency vertical, Max Level, offers bespoke marketing services to teams, tournament organizers, game publishers and brands looking to connect with gaming and esports audiences. This includes campaign management, IP building, content production, video editing, consultancy, social media marketing, influencer programs and public relations & communications as well. Its clientele includes brands like ASUS ROG, CyberPowerPC India, KRAFTON, Saudi Esports Federation, ESL Faceit Group, The Esports World Cup, Jio Games, TVS and more. Max Level has worked closely with NODWIN Gaming for a majority of its IPs and white-label solutions.

Nishant will join the founders’ office to work on strategic initiatives across the NODWIN Group, while building out Pixel P&L as a media product within the company. Rakesh will be a part of the larger NODWIN team, focusing on augmenting the company’s ability to build tech led products and Siddharth will continue to head Max Level, focusing on high quality, cost efficient, marketing and PR services.

This acquisition further bolsters NODWIN Gaming’s services portfolio in the gaming and esports ecosystem.

Akshat Rathee, Co-Founder of NODWIN Gaming, commented: “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 comes at a time when NODWIN Gaming continues to grow in India and emerging markets worldwide. This deal complements NODWIN Gaming’s recent strategic moves, including the acquisition of Trinity Gaming India, Comic Con in India, German esports and gaming marketing agency Freaks 4U Gaming, West Asia and Turkey-focused marketing agency Publishme, Singapore-based live events firm Branded, and Turkish esports and gaming company Ninja Global.

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