Nodwin-Gaming

Esports shakeup: AFK Gaming joins Nodwin Gaming family in INR 7.6 Cr deal

 

Nodwin Gaming, the Indian gaming and esports company owned by listed gaming firm Nazara Technologies, has strengthened its position in the market, by buying AFK Gaming. The Mumbai-based company signed a definitive agreement to purchase 93% of AFK Gaming’s share capital for INR 7.6 crores in an election of cash and change of Nodwin Gaming shares. Nodwin had held the rest of 7% and hence fully acquired the gaming media company.

 

A Decade-Long Journey Comes Full Circle

 

AFK Gaming is the largest esports-focused media outlet in India, started in the year 2012 by Nishant Patel, Rakesh Ramchandran, and Siddharth Nayyar. Nodwin Gaming established to strategic partnership with AFK Gaming in year 2017 when it spearheaded the first round of investment in the company that took AFK from being an informal venture to a formal business. This acquisition marks Nodwin’s investment strategy coming full circle, as AFK becomes a wholly owned subsidiary of Nodwin.

AFK Gaming delivers a range of skills in the following areas – Esports-centric website, Gaming business newsletter Pixel P&L, and Max Level an agency marketing variant in AFK Gaming. The latter focuses on content creation and management, campaigns, the influencer, and PR areas and works with such brands as Asus ROG, Krafton, Saudi Esports Federation and others.

 

Creating a Stronger Basis in the Esports Marketing and Content Department

 

This acquisition strengthens Nodwin Gaming's profile as a unique full-service provider of brand marketing in esports. AFK Gaming’s experiences in content production and marketing services for customized brands, games, and services will complement Nodwin's capabilities in the delivery of white-label services to brands, publishers, and tournament organizers. Nodwin intends to use these capabilities to penetrate deeper into the overall esports marketing industry

“AFK Gaming has been a close partner in many of our initiatives over the years. Their focus on high-quality content and marketing aligns perfectly with our vision of building a strong esports ecosystem,” a Nodwin representative shared.

 

Integration of Founders into Nodwin Ecosystem

 

The founding partners of AFK will now move to occupy senior positions in Nodwin. Nishant Patel will be joining the founders’ office to help with cross-group projects while also building Pixel P&L. Ramchandran will focus on creating and developing tech products, while Nayyar will carry on leading Max Level to provide qualitative and quantitative efficient marketing services.

This acquisition ensures Nodwin Gaming strengthens its presence in the gaming and esports vertical, and paves the way for development in this quickly growing sector.