The leading gaming and sports media company, Nazara Technologies Limited has signed a deal to secure a 55% stake in a programming and advertising company known as Datawrkz. The media giant will acquire the 33% stake of the Ad tech firm by April 2022 and gain the right to acquire the rest 22% in the financial year of 2023.
Datawrkz being an advertising technology organization will provide Nazara with unique tech offerings that could enhance the in-house potential of the gaming firm to tackle its customer acquisition spending. This collaboration would also improve the ad monetization yields that Nazara receives from its large consumer base.
On this smart acquisition, the CEO of Nazara Technologies, Manish Agarwal said, “We, at Nazara, are looking to build strong gaming ad tech offerings globally with the partnership with Datawrkz. We strongly believe that the growth of gaming-focused ad tech will be exponential in the coming decade across geographies with the growth of gamers and game publishers across freemium, web3.0 and skill-based real money gaming. Ad tech companies with deep data processing capabilities and first-party data ownership will emerge as winners in gaming-focused ad tech and will help Datawrkz to create value for itself as well as for Nazara shareholders.”
Nitish Mittersain, Founder & Joint MD of Nazara Technologies also commented on the deal and said, “As always, it’s a great moment for us to welcome a new friend to our ‘Friends of Nazara’ network and I believe Senthil and the entire Datawrkz team will add great value to what we are building at Nazara over the next few years.”
Datawrkz founder, Senthil Govindan also gave his insights on this move and said, “We had started this company with a vision to disrupt the digital advertising space. Datawrkz was already on a fast track to achieve our objective with rapid growth and satisfied clients around the world. Through our partnership with Nazara, I see our pace accelerating further. While Datawrkz will be able to immediately bring our natural strengths to bear within the existing Nazara fold, this also gives both sides a tremendous opportunity to build global advertising and publisher monetization products with a sharp focus on the gaming vertical.”