NODWIN Gaming buys esports media company AFK Gaming

NODWIN Gaming, an esports, gaming, and youth entertainment company, has announced the acquisition of AFK Gaming Pvt. Ltd., a well-known gaming and esports media firm. 

The move aims to strengthen NODWIN’s capabilities in content production, distribution, and marketing services for gaming and esports, making it a one-stop solution for brands and publishers looking to reach India’s growing gaming community.

Deal details and integration

NODWIN Gaming, a subsidiary of Nazara Technologies, will acquire 93% of AFK Gaming’s shares through a combination of cash and a stock swap valued at about Rs 7.6 crore.

NODWIN already held the remaining 7% stake, and this acquisition will make AFK Gaming a fully owned subsidiary.

As part of the agreement, AFK’s founding team—Nishant Patel, Rakesh Ramchandran, and Siddharth Nayyar—will join NODWIN in different roles.

"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," said Akshat Rathee, co-founder of NODWIN Gaming.

Patel will work on strategic initiatives within the company and further develop AFK’s gaming business newsletter, Pixel P&L. Ramchandran will help build technology-focused solutions, while Nayyar will continue leading Max Level, AFK’s agency arm.

"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," AFK Gaming founders said.

Expanding services for the esports ecosystem

AFK Gaming, founded in 2012, has long provided industry insights and marketing services tailored to gaming and esports. Its platform offers news, analysis, and a business-focused newsletter, Pixel P&L.

Through its Max Level division, AFK Gaming works with teams, event organizers, and publishers, handling campaign management, content creation, social media marketing, influencer partnerships, and public relations. 

ASUS ROG, KRAFTON, Saudi Esports Federation, ESL Faceit Group, Jio Games, and TVS, are some of its notable clients.

"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," Rathee added. 

NODWIN Gaming's ongoing expansion

NODWIN Gaming’s decision to fully acquire AFK Gaming continues the company’s growth strategy across India and emerging markets. The deal adds to NODWIN’s recent expansions, including the acquisitions of Trinity Gaming India, Comic Con India, Freaks 4U Gaming in Germany, Publishme in West Asia and Turkey, Singapore-based Branded, and Ninja Global in Turkey.