Nodwin Gaminga gaming and e-sports division of Indian company Nazara Technologies, has acquired AFK Gaming, a gaming and e-sports 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 production and distribution of esports content, as well as its marketing and PR services capabilities. These capabilities will enhance Nodwin Gaming’s offering to brands and publishers, making it a strong one-stop-shop for all esports and gaming-related marketing activities and thereby increasing the share of Nodwin Gaming’s marketing budget.
The acquisition of 93% share capital of AFK Gaming will be a combination of cash and share exchange of NODWIN Gaming shares for a total consideration of INR 7.6 Crores.
Nodwin previously owned the remaining 7% of AFK. As part of this transaction, the founders will become shareholders of Nodwin Gaming and will be integrated into various verticals 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 and ultimately makes AFK a wholly owned subsidiary.
Founded in 2012 by Nishant Patel, Rakesh Ramchandran and Siddharth Nayyar, AFK Gaming has been a leader in the Indian gaming and esports media industry for over a decade.
In addition to providing the latest industry updates via its website and its specially curated gaming business newsletter Pixel P&L, its vertical agency Max Level provides tailored marketing services for teams, tournament organizers, game publishers and brands seeking to connect with gaming and esports Audience.
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 has worked closely with Nodwin Gaming for the majority of its IP and white label solutions.
Patel will join the Founders’ Office to work on strategic initiatives across the Nodwin Group while growing Pixel P&L as a media product within the company. Ramchandran will be part of the larger Nodwin team and will focus on improving the company’s ability to develop technology-driven products, and Siddharth will continue to lead Max Level and focus on high-quality, cost-effective marketing and PR services.
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