Banijay Asia teams up with Nodwin Gaming to boost esports and youth entertainment in India

Banijay Entertainment’s Asian division Banijay Asia has partnered with Nazara subsidiary Nodwin Gaming to boost esports and youth entertainment in India. 

As part of the partnership, Banijay Asia will produce Nodwin's flagship games reality show Playground. 

Both companies will also co-develop new IPs and create original scripted and reality content focused on games, esports, and youth culture.

The partnership aims to reshape how games and entertainment are experienced in India by setting new industry standards. 

Games as a culture 

“This collaboration with Nodwin Gaming is an exciting extension of our vision to create content that resonates with evolving youth audiences," said Banijay Asia & Endemol Shine India founder and Group CEO Deepak Dhar. “Gaming is not just a sport; it’s a culture, a lifestyle, and a massive content opportunity. 

“With Playground and our upcoming IPs, we aim to redefine engagement and storytelling in this space. I look forward to the creative collaboration with Akshat Rathee, and Joost Roset who we previously worked with, in bringing iconic global IPs to India. 

Nodwin Gaming co-founder and MD Akshat Rathee commented: “Youth entertainment is evolving rapidly, and our partnership with Banijay Asia positions us perfectly to lead that change. With Playground, we’ve just begun to explore what’s possible. 

“Backed by Banijay’s global expertise, we’re now set to scale the IP across multiple languages and markets, with the ambition of building an international format. At the heart of our approach is our philosophy of ‘timeshare of mindshare’. 

He added: We’re not just creating content, we’re creating cultural moments. This is just the beginning of a bold new chapter in gaming and youth content.”

Earlier this year Nodwin Gaming acquired esports broadcasting platform StarLadder for $5.5 million.