Nodwin GamingThe entertainment and esports division of India's Nazara Technologies has acquired AFK Gaming, an entertainment and esports media company.

Mumbai-based Nazara owns Nodwin Gaming and AFK Gaming will now become a wholly owned subsidiary of Nodwin Gaming.

The acquisition will strengthen Nodwin Gaming's eSports content production and distribution, marketing and PR services capabilities. These capabilities will enhance Nodwin Gaming's offering to brands and publishers, making it a powerful one-stop shop for all eSports and gaming-related marketing activities, thereby increasing the marketing budget wallet share for Nodwin Gaming.

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

Nodwin previously owned 7% of AFK's balance. As part of this transaction, the founders will become shareholders of Nodwin Gaming and join various verticals of the Nodwin Gaming ecosystem.

In 2017, Nodwin Gaming led the first round of investment in AFK Gaming 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 and makes AFK a 100% subsidiary.

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

In addition to providing the latest industry updates through its website and the specially created Pixel P&L gaming business newsletter, its Max Level vertical agency offers specialized marketing services to teams, tournament organizers, game publishers and brands looking to connect with gaming and sports. viewers.

This includes campaign management, IP building, content production, video editing, consulting, social media marketing, influencer programs, and public relations and communications. 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 works closely with Nodwin Gaming for most of its IP and white label solutions.

Patel will join the founders' office to work on strategic initiatives across the Nodwin Group and develop Pixel P&L as a media product within the company. Ramchandran will be part of the larger Nodwin team, focusing on growing the company's ability to build technology products, while Siddharth will lead Max Level, focusing on high-quality, cost-effective, marketing and PR services.