Nazara’s Nodwin Gaming acquires AFK Gaming

Nodwin Gamesa gaming and esports division of India’s Nazara Technologies, acquired AFK Gaming, a gaming and esports media company.

Mumbai-based Nazara owns Nodwin Gaming, and now AFK Gaming will become a wholly owned subsidiary of Nodwin Gaming.

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

The acquisition of 93% share capital of AFK Gaming will be a combination of cash and exchange of shares of NODWIN Gaming for a total consideration of INR 7.6 crore.

Nodwin previously owned the remaining 7% of AFK. As part of this transaction, the founders will become shareholders of Nodwin Gaming and will integrate into different verticals of the Nodwin Gaming ecosystem.

In 2017, Nodwin Gaming led AFK Gaming’s first investment round as a strategic investor, helping the founders turn their hobby into a business. This acquisition completes the life cycle of Nodwin’s strategic investment in the company, making AFK a 100% subsidiary at closing.

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.

In addition to providing the latest industry updates through its website and specially curated gaming business newsletter Pixel P&L, its vertical agency, Max Level, offers custom marketing services to teams, tournament organizers, game publishers and brands looking to connect with gaming and esports. hearings.

This includes campaign management, intellectual property creation, content production, video editing, consulting, social media marketing, influencer programs, and public relations and communications. 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 the majority of their IP and white label solutions.

Patel will join the founders’ office to work on strategic initiatives across the Nodwin Group, while developing Pixel P&L as a media product within the company. Ramchandran will be part of the larger Nodwin team, focusing on growing the company’s ability to create technology products and Siddharth will continue to lead Max Level, focusing on high-quality, cost-effective marketing and PR services.