Banijay Asia, a part of Banijay Entertainment, has announced a strategic foray into the gaming and esports sector through a partnership with NODWIN Gaming, a subsidiary of Nazara Technologies. The collaboration will see Banijay Asia take on the production of NODWIN Gaming’s popular gaming reality show, ‘Playground’, with plans to scale the IP across multiple languages and markets, aiming for an international format.
The partnership will also focus on the co-development of new intellectual properties (IPs) within the gaming, esports, and youth culture space. This alliance aims to leverage Banijay Asia’s content creation expertise and NODWIN Gaming’s deep understanding of the gaming ecosystem to create engaging and innovative content for young audiences in India.
Deepak Dhar, Founder & Group CEO – Banijay Asia & Endemol Shine India, commented, “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.”
Akshat Rathee, Co-Founder & MD, NODWIN Gaming, added, “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 Media creative team, the original minds behind ‘Playground’, will remain actively involved as the IP expands. The collaboration envisions growing ‘Playground’ from a single show to a slate of five to ten shows annually.
Key Highlights:
- Banijay Asia is partnering with NODWIN Gaming to venture into the gaming and esports content space.
- Banijay Asia will produce NODWIN Gaming’s ‘Playground’ and work to scale it into an international format.
- The two companies will also co-develop new IPs in gaming, esports, and youth culture.
- This partnership aims to blend Banijay’s content expertise with NODWIN’s gaming ecosystem knowledge to create engaging youth-focused content.