NODWIN Gaming, a worldwide leader in esports and gaming in emerging countries, has announced the acquisition of AFK Gaming Pvt. Ltd., a leading gaming and esports media company subject to closing formalities.
With this, AFK Gaming will become a fully owned subsidiary of NODWIN Gaming.
The acquisition expands NODWIN Gaming’s esports-related content development and distribution, as well as its marketing and public relations skills. These capabilities will strengthen NODWIN Gaming’s services to brands and publishers, transforming it into a strong one-stop shop for all esports and gaming-related marketing operations, boosting NODWIN Gaming’s part of the marketing budget. The acquisition of 93% of AFK Gaming’s share capital will be completed by a cash and stock swap of NODWIN Gaming shares for a total value of INR 7.6 crores. NODWIN already controlled the remaining 7% of AFK. As part of this agreement, the founders of AFK will become shareholders in NODWIN Gaming and will be integrated into various verticals of the NODWIN Gaming ecosystem.
In 2017, NODWIN Gaming served as a strategic investor in AFK Gaming’s first round of funding, assisting the founders in turning their passion into a company. This purchase completes the lifetime of NODWIN’s strategic investment in the firm, transforming AFK into a 100% subsidiary upon completion.
Nishant Patel, Rakesh Ramchandran, and Siddharth Nayyar established AFK Gaming in 2012, and the company has been at the epicentre of the Indian gaming and esports media sector for over a decade. Apart from providing the most recent industry updates through its website and its specially curated gaming business newsletter, Pixel P&L, its agency vertical, Max Level, provides personalised marketing services to teams, tournament organisers, game publishers, and brands looking for ways to interact with gaming and esports fans. This covers campaign management, IP development, content production, video editing, consulting, social media marketing, influencer programs, and public relations and communications. Its clients include ASUS ROG, CyberPowerPC India, KRAFTON, Saudi Esports Federation, ESL Faceit Group, The Esports World Cup, Jio Games, TVS, and others. Max Level collaborated closely with NODWIN Gaming on the bulk of its IPs and white-label solutions.
Nishant will join the founders’ office to work on strategic projects for the NODWIN Group, while also expanding Pixel P&L as a media product inside the firm. Rakesh will join the bigger NODWIN team, focussing on improving the company’s capacity to produce tech-driven solutions, while Siddharth will continue to lead Max Level, which focusses on high-quality, cost-effective marketing and PR services.
Akshat Rathee, Co-Founder of NODWIN Gaming, commented, “I have known Nishant, Sid and Rakesh since the inception of AFK Gaming. We all started out at the same time, while the esports industry in India was just beginning to pick up. We have built respect for each other over time by butting heads, competing, collaborating and supporting each other when there was little hope. I have learnt to admire their ability to persevere, pivot and be true to the fan. This focus is to be treasured. Once you have that respect and understanding of our strengths and weaknesses, working together is a natural causality. As we come together as one group, I welcome them as shareholders of NODWIN Gaming and as leaders in our group. I look forward to the many missions we will pick up and go on together.”
Nishant Patel, Rakesh Ramchandran and Siddharth Nayyar, Co-Founders of AFK Gaming, said, “Joining the NODWIN group feels like a homecoming for us. When esports was barely a coined term, Akshat and us agreed to work to grow the market rather than compete in an industry that had yet to prove itself. This led to a long and trust-imbued relationship where Akshat watched over us as a friend, investor, mentor and board member. Now that the industry has matured a bit, our existing synergies with NODWIN allow us to hit the ground running and we’re confident in our ability to unlock the next level of growth for the group!”
The deal comes as NODWIN Gaming continues to expand in India and other rising areas across the world. This transaction adds to NODWIN Gaming’s recent strategic moves, which include the acquisitions of Trinity Gaming India, Comic Con in India, German esports and gaming marketing agency Freaks 4U Gaming, West Asia and Turkey-focused marketing agency Publishme, Singapore-based live events firm Branded, and Turkish esports and gaming company Ninja Global.