Banijay Asia and NODWIN Gaming announce strategic partnership to develop gaming and esports content, with Banijay taking over production of NODWIN's flagship show Playground.
Partnership Details and Content Development
Banijay Asia and NODWIN Gaming have formed a strategic partnership focused on youth entertainment and gaming content. This collaboration combines Banijay's content creation expertise with NODWIN's gaming industry knowledge. As part of the agreement, Banijay Asia will take over production of Playground, NODWIN Gaming's flagship gaming reality show.
The partnership extends beyond a single program. Both companies plan to co-develop new intellectual properties together. Additionally, they will create scripted and reality shows targeting gaming, esports, and youth culture audiences in India.
NODWIN Gaming operates as a material subsidiary of Nazara Technologies. The company manages several high-profile properties including the BGMI Masters Series, Comic Con India, and NH7 Weekender. These events have established NODWIN as a significant player in India's gaming and youth entertainment sector.
Leadership Perspectives on the Collaboration
Deepak Dhar, Founder and Group CEO of Banijay Asia, explained the strategic thinking behind the partnership. "Gaming is not just a sport; it's a culture, a lifestyle, and a massive content opportunity," he stated. Furthermore, he emphasized that the collaboration aims to create content for evolving youth audiences.
Dhar also highlighted previous working relationships within the partnership. He mentioned looking forward to working with Akshat Rathee and Joost Roset, with whom he has collaborated before on bringing global IPs to India.
Meanwhile, Akshat Rathee, Co-Founder and MD of NODWIN Gaming, outlined ambitious expansion plans for the partnership. "Youth entertainment is evolving rapidly, and our partnership with Banijay Asia positions us perfectly to lead that change," he said. The company plans to scale Playground across multiple languages and markets.
Content Expansion Plans
The partnership has significant growth ambitions for content development. Currently, NODWIN produces one major show annually. However, with Banijay's support, the companies aim to expand this to between five and ten shows per year.
NODWIN's approach centers on what they call "timeshare of mindshare." This philosophy focuses on creating cultural moments rather than just entertainment content. The Rusk creative team will remain involved as the partnership expands the Playground universe.
The collaboration also plans to develop Playground into an international format. This expansion demonstrates both companies' confidence in the show's potential beyond the Indian market.
Industry Context and Market Position
Gaming has emerged as one of India's most influential youth-driven industries. This partnership arrives at a time when gaming and entertainment consumption patterns are changing rapidly. Consequently, both companies see significant opportunities in this evolving landscape.
Banijay Entertainment brings global expertise to the partnership. Through its distribution arm Banijay Rights, the company has experience with gaming activations. These include successful projects with brands like Peaky Blinders, Black Mirror, Simon's Cat, and MasterChef.
The collaboration represents a convergence of traditional entertainment production with gaming culture. By combining their respective strengths, both companies hope to capture the imagination of young audiences across India. This partnership reflects the broader trend of entertainment companies expanding into gaming-related content to reach younger demographics.
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