In a bold move to reshape the landscape of youth entertainment in India, Banijay Asia, part of the global Banijay Entertainment group, and NODWIN Gaming, a key subsidiary of Nazara Technologies, have announced a strategic partnership aimed at creating innovative content at the intersection of gaming, esports, and youth culture.
As part of the collaboration, Banijay Asia will take over the production and expansion of ‘Playground’, NODWIN’s flagship gaming reality show that has emerged as a genre-defining format blending gaming, entertainment, and influencer culture. The partnership also includes plans to co-develop original IPs, spanning scripted series, reality formats, and fresh content concepts tailored for India’s digitally native youth.
“Gaming is no longer just a sport—it’s a lifestyle and a massive storytelling opportunity,” said Deepak Dhar, Founder & Group CEO of Banijay Asia and Endemol Shine India. “Our partnership with NODWIN Gaming allows us to engage with a vibrant, ever-evolving youth audience through compelling, culturally relevant formats. With ‘Playground’ and the new IPs we’re building, we’re excited to pioneer content that resonates deeply with Gen Z and millennial viewers.”
Banijay brings deep expertise in global IP development and content distribution, with success in leveraging iconic titles like Peaky Blinders, Black Mirror, and MasterChef for immersive brand extensions in the gaming world.
NODWIN Gaming, a powerhouse in India’s esports and youth entertainment space, has a rich portfolio including BGMI Masters Series (BGMS), Comic Con India, and NH7 Weekender.
“This partnership is more than content creation—it’s about building cultural moments,” said Akshat Rathee, Co-Founder & MD of NODWIN Gaming. “With Banijay’s storytelling mastery and our pulse on gaming communities, we’re set to scale ‘Playground’ into a multi-language, multi-format universe. The goal is to go from one show to as many as 10 annually, turning it into an international entertainment IP.”
The companies aim to deliver engaging, youth-centric experiences that reflect the growing influence of gaming in mainstream pop culture. With India emerging as a major player in the global gaming ecosystem, this partnership sets the stage for a new era of hybrid entertainment that blends global formats with hyperlocal narratives. entertainment technology