The launch targets a critical “Experience Gap” in India’s rapidly expanding gaming and entertainment market. While brands are investing millions into esports tournaments and gaming activations, fans are often met with low-quality broadcast production, inauthentic partnerships, and lackluster live events. OS Studios enters India to solve this, offering its proprietary “Fan Z Operating System”, an end-to-end ecosystem of services including Strategy, Broadcast & Streaming, Experiential Marketing, and Content.

“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.”

OS Studios is the global agency of record for the Pokémon World Championships and has produced globally recognized projects for many of the world’s largest publishers and brands, including Activision, MLS, NBA and Twitch. The Indian operation will provide this global expertise locally, leveraging the full production and experiential power of George P Johnson India.

“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/SouthAsia. “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-the-ground client strategy and operations will be managed by Nrupen Gutta, Strategic Partnerships and Creator Lead, alongside Yadush Bose, Director Growth & Client Success. OS Studios India is fully operational and is already in strategic discussions with several leading brands and game publishers.