A leading gaming and esports media company, AFK Gaming Pvt. Ltd., will be acquired by NODWIN Gaming, a leader in modern youth entertainment, gaming, and esports and a material subsidiary of Nazara Technologies Limited (BSE: NAZARA), subject to closing procedures.
As a result, NODWIN Gaming will acquire full ownership of AFK Gaming.
This acquisition enhances NODWIN Gaming’s capacity to produce and distribute esport-related material as well as provide marketing and public relations services.
These features will improve NODWIN Gaming’s services to publishers and brands, establishing it as a powerful one-stop shop for all marketing initiatives pertaining to gaming and esports. This will increase NODWIN Gaming’s marketing budget share.
For a total price of INR 7.6 crores, 93% of AFK Gaming’s share capital will be acquired through a combination of cash and the exchange of NODWIN Gaming shares. NODWIN formerly held the remaining 7% of AFK.
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The founders will be integrated into several NODWIN Gaming ecosystem verticals and become shareholders of NODWIN Gaming as a result of this deal.
As a strategic investor, NODWIN Gaming spearheaded AFK Gaming’s initial funding round in 2017, assisting the founders in transforming their pastime into a company. With this transaction, NODWIN’s strategic investment in the business is completed, and AFK becomes a 100% subsidiary upon closing.
For more than ten years, AFK Gaming, which was founded in 2012 by Nishant Patel, Rakesh Ramchandran, and Siddharth Nayyar, has led the Indian gaming and esports media landscape.
Its agency vertical, Max Level, offers custom marketing services to teams, tournament organizers, game publishers, and brands wishing to reach gaming and esport audiences in addition to offering the most recent industry updates via its website and its carefully curated gaming business newsletter Pixel P&L.
Campaign management, intellectual property development, content creation, video editing, consulting, influencer marketing, social media marketing, and public relations and communications are all included in this.
ASUS ROG, CyberPowerPC India, KRAFTON, Saudi Esports Federation, ESL Faceit Group, The Esports World Cup, Jio Games, TVS, and other companies are among its customers. For the majority of its IPs and white-label solutions, Max Level has collaborated closely with NODWIN Gaming.
In order to work on strategic initiatives throughout the NODWIN Group and develop Pixel P&L as a media product within the organization, Nishant will join the founders’ office. Siddharth will continue to lead Max Level, concentrating on providing high-quality, cost-effective marketing and public relations services, while Rakesh will join the broader NODWIN team and work to enhance the company’s capacity to develop tech-led solutions.
NODWIN Gaming’s services portfolio in the gaming and esports ecosystem is further strengthened by this purchase.
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!”
The acquisition coincides with NODWIN Gaming’s ongoing expansion into growing countries across the globe, including India.
The acquisition of Trinity Gaming India, Comic Con in India, German esports and gaming marketing agency Freaks 4U Gaming, West Asia and Turkey-focused marketing agency Publishme, Singapore-based live events company Branded, and Turkish esports and gaming company Ninja Global are all examples of recent strategic moves by NODWIN Gaming that this deal supports.
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