The collaboration aims to create original IPs and expand the gaming reality show Playground into a multi-format franchise.
Banijay Asia, part of Banijay Entertainment, has partnered with NODWIN Gaming, a Nazara Technologies subsidiary, to reshape India’s gaming, esports, and youth entertainment landscape. The partnership will co-develop new intellectual properties (IPs), including scripted and reality formats tailored to youth culture.
A key element of the alliance is Banijay Asia taking over production of Playground, NODWIN’s flagship gaming reality show that blends esports with influencer-driven entertainment. The two companies aim to scale the format across languages and markets, setting the stage for a potential global franchise.
Deepak Dhar, Founder and Group CEO of Banijay Asia & Endemol Shine India, said, “Gaming is more than just sport, it’s culture and storytelling. With Playground and new IPs in development, we’re excited to push creative boundaries and redefine engagement in this space.”
Akshat Rathee, Co-founder and MD of NODWIN Gaming, added, “This partnership lets us create not just shows but cultural moments. With Banijay’s global strength and our local expertise, we plan to grow Playground from a single title into a slate of 5–10 shows annually.”
NODWIN Gaming is known for marquee properties like BGMI Masters Series, Comic Con India, and NH7 Weekender. The partnership will also continue to involve Rusk Media’s creative team in expanding the Playground universe.
This move marks a significant step in combining entertainment, esports, and youth culture into bold, cross-platform experiences for India’s evolving audience.
