22-05-2025
- Entertainment
- Time of India
Banijay in strategic partnership with Nodwin to co-develop IPs, formats
Banijay Asia
, part of Banijay Entertainment, has entered a strategic partnership with
Nodwin Gaming
, a subsidiary of
Nazara Technologies
, to expand their footprint in India's growing gaming and
youth entertainment
landscape.
As part of the collaboration, Banijay Asia will produce Playground, Nodwin Gaming's flagship
gaming reality show
that blends gaming, entertainment, and influencer culture. The two companies also plan to co-develop new content formats and
intellectual properties
(IPs), including scripted and reality programming aimed at younger audiences.
Deepak Dhar, Founder & Group CEO – Banijay Asia & Endemol Shine India, said, 'This collaboration with Nodwin Gaming is an exciting extension of our vision to create content that resonates with evolving youth audiences. 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.'
He added, '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. This is an invaluable opportunity to create clutter-breaking formats in the youth and gaming space.'
Nodwin Gaming brings to the table a portfolio of well-known properties including BGMI Masters Series, Comic Con India, and NH7 Weekender. The company has been active in creating gaming and esports formats across multiple platforms and regions.
Akshat Rathee, Co-Founder & MD, Nodwin Gaming, said, "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'. We're not just creating content, we're creating cultural moments. The Rusk creative team will stay actively involved as we expand the universe of Playground, aiming to grow from one show to between five and ten each year. This is just the beginning of a bold new chapter in gaming and youth content."
