OS Studios, part of the Project Worldwide network, has officially entered the Indian market with offices in Bengaluru, New Delhi and Mumbai. Known for its global work with Pokémon, Call of Duty, Major League Soccer and the NBA, the agency aims to elevate gaming and esports experiences in India by closing what it calls the industry’s existing “experience gap.”

India’s gaming sector has seen rapid brand investment, but event production quality, fan engagement and broadcast standards still trail behind global benchmarks. OS Studios plans to address these gaps through its proprietary “Fan Z Operating System,” a blend of strategy, broadcast production, experiential design and content creation.

“The passion within India’s gaming community is extraordinary and represents a tremendous opportunity for brands to build long-term loyalty,” said John Higgins, CEO, OS Studios. “We’re committed to this market and excited to launch OS Studios India. Our global Fan Z playbook is ready for India.”

The expansion will be supported by George P Johnson India’s production infrastructure, enabling the agency to deliver deeper, more technically robust fan experiences for publishers and audiences.

“India is one of the world’s fastest-growing gaming markets, but its fan experience hasn’t kept pace,” said Rasheed Sait, chief growth officer, Project Worldwide, India/South Asia. “We’re seeing big-budget events struggle with basic execution. This ‘Experience Gap’ hurts both brands and fans. OS Studios is here to fix that. We aren’t a traditional agency – we’re audience experts immersed in gaming culture, committed to bringing world-class, authentic experiences to India.”

The India team will be led by Nrupen Gutta (strategic partnerships and creator lead), with Yadush Bose overseeing operations as director – growth & client success. The agency said it is already in discussions with multiple brands and publishers as it ramps up operations.