Nazara subsidiary Nodwin Gaming acquires AFK Gaming

Nodoin GamesAFK Gaming, the gaming and esports division of Indian company Nazara Technologies, has 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, marketing and public relations services capabilities. These capabilities will enhance Nodwin Gaming’s offerings to brands and publishers, making it a powerful one-stop-shop for all esports and gaming-related marketing activities, thereby increasing the wallet share of Nodwin Gaming’s marketing budgets.

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

Nodwin already owned 7% of AFK previously. As part of this deal, the founders will become shareholders in Nodwin Gaming and will be integrated into different sectors of the Nodwin Gaming ecosystem.

In 2017, Nodwin Gaming led AFK Gaming’s first round of investment 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 upon closing.

Founded in 2012 by Nishant Patel, Rakesh Ramchandran and Siddharth Nayar, AFK Gaming has been at the forefront of the Indian gaming and eSports media industry for over a decade.

Aside from providing the latest updates from the industry through its website and specially curated gaming business newsletter Pixel P&L, its vertical agency, Max Level, offers customized marketing services to teams, tournament organizers, gaming publishers and brands looking to engage with gaming and eSports. masses.

This includes campaign management, intellectual property building, content production, video editing, consulting, social media marketing, influencer programs, public relations and communications as well. Its clients include 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 on the majority of their IPs and white label solutions.

Patel will join the Founders Office to work on strategic initiatives across the Nodwin Group, while building the Pixel P&L as a media product within the company. Ramchandran will be part of the larger Nodwin team, focusing on increasing the company’s ability to build technology-driven products and Siddharth will continue to head Max Level, focusing on high quality, cost-effective services, marketing and public relations.