Nazara's NODWIN Gaming Purchases AFK Gaming

NODWIN Gaming put to task connecting modern entertainment, youth creation, gaming, and esports, and indeed an important subsidiary of Nazara Technologies, has finally bought AFK Gaming, a gaming and esports media company, pending formalities. AFK Gaming heads into the full subsidiary of NODWIN Gaming in turn.

It will also induce fresh prospects opening up within NODWIN Gaming for them regarding creating new as well as diversified marketing avenues related to esports content and better marketing and PR offerings. These strengths will also give a leg-up advantage to any value propositions NODWIN Gaming has put up to brands and publishers.

NODWIN Gaming will acquire 93% shareholding of AFK Gaming by combination of cash with stock swap of NODWIN Gaming shares at a consideration of Rs 7.6 Crores. The remaining 7% already owned by NODWIN belonged to AFK. With this deal, the founders will become stakeholders of NODWIN Gaming and absorbed into different verticals within the NODWIN Gaming ecosystem.

For NODWIN Gaming, it marks its debut into strategic investment in AFK Gaming that is enabling the founders to turn their hobby into a business in the year 2017. This acquisition completes the periodization of strategic investments by NODWIN as it will now have made AFK a wholly owned subsidiary while closing.

In 2017, NODWIN Gaming made its very first and strategic investment in AFK Gaming, thereby helping the founders from turning their hobby into a business. This acquisition completes NODWIN's strategic investment cycle, making AFK a fully owned subsidiary upon closure.

AFK Gaming, founded in 2012 by Nishant Patel, Rakesh Ramchandran, and Siddharth Nayyar, operates through its website and the curated gaming business newsletter Pixel P&L. Its agency arm, Max Level, provides tailored marketing services to teams, tournament organizers, game publishers, and brands aiming to engage with gaming and esports audiences. Services offered include campaign management, IP development, content production, video editing, consultancy, social media marketing, influencer programs, and public relations. Its clientele features brands such as ASUS ROG, CyberPowerPC India, KRAFTON, Saudi Esports Federation, ESL Faceit Group, The Esports World Cup, Jio Games, TVS, and more. Max Level has collaborated closely with NODWIN Gaming on numerous IPs and white-label solutions.

Nishant will join the founders' office to lead strategic initiatives across the NODWIN Group while developing Pixel P&L as a media product within the company. Rakesh will become part of the broader NODWIN team, concentrating on enhancing the company's capacity to create tech-driven products. Meanwhile, Siddharth will remain in charge of Max Level, focusing on delivering high-quality, cost-effective marketing and PR services.

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!”

This deal aligns with NODWIN Gaming’s recent strategic initiatives, which include acquiring Trinity Gaming India, Comic Con in India, the German esports and gaming marketing agency Freaks 4U Gaming, the West Asia and Turkey-focused marketing agency Publishme, the Singapore-based live events company Branded, and the Turkish esports and gaming firm Ninja Global.