Nodwin Gaminga gaming and esports division of Nazara Technologies in India, has acquired AFK Gaming, a gaming and esports media company.

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

This acquisition strengthens Nodwin Gaming’s esports-related content creation and distribution, and marketing and PR service capabilities. These capabilities will enhance Nodwin Gaming’s offerings to brands and publishers, making it a strong one-stop-shop for all esports and gaming related marketing activities and as the wallet portion of the marketing budgets for Nodwin Gaming increases.

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

Nodwin already owns the balance 7% of AFK before. As part of this transaction, the founders will become shareholders of Nodwin Gaming and will be integrated into different verticals of the Nodwin Gaming ecosystem.

In 2017, Nodwin Gaming led the first round of investment in AFK Gaming as a strategic investor, helping founders turn their hobby into a business. This acquisition completes the lifecycle of Nodwin’s strategic investment in the company, making AFK a 100% subsidiary for the time being.

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

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

This includes campaign management, IP building, content creation, video editing, consulting, social media marketing, influencer programs and 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 others. Max Level works closely with Nodwin Gaming for most IPs and white label solutions.

Patel will join the founders office to work on Nodwin Group’s strategic initiatives, while building Pixel P&L as a media product within the company. Ramchandran will be part of the larger Nodwin team, focused on increasing the company’s ability to create technology-led products and Siddharth will continue to lead Max Level, which focuses on high quality, cost efficient, marketing and PR services.