MUMBAI: In a match made in gamer heaven, Banijay Asia and Nodwin Gaming have teamed up to turbocharge India’s youth entertainment and gaming landscape. The two powerhouses have inked a strategic partnership that will see Banijay Asia take the reins of Playground — Nodwin’s flagship gaming reality show — and co-create a slew of fresh, disruptive content across gaming, esports, and influencer-led formats.
With gaming now a full-blown lifestyle, this collaboration aims to tap into India’s ever-evolving Gen Z mindspace by fusing Banijay’s storytelling muscle with Nodwin’s pulse on the gaming community. And they’re not stopping at one franchise — the duo plans to unleash an entire ecosystem of new scripted and reality IPs.
“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. I look forward to the creative collaboration with Akshat Rathee, and Joost Roset who we previously worked with, in bringing iconic global IPs to India. This is an invaluable opportunity to create clutter-breaking formats in the youth and gaming space,” said Banijay Asia & Endemol Shine India founder & group CEO Deepak Dhar.
Nodwin Gaming co-founder & managing director Akshat Rathee 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. This is just the beginning of a bold new chapter in gaming and youth content.”
The Rusk Media creative team — original minds behind Playground — will stay involved as the format evolves from a single show into an annual line-up of five to 10 marquee IPs. Expect more drama, more battles, and more screen time as the series expands.
Backed by its success with Comic Con India, BGMI Masters Series, and NH7 Weekender, Nodwin Gaming is already a big player in the youth space. Now with Banijay — whose global playbook includes brands like MasterChef, Peaky Blinders, and Black Mirror — the stage is set for a full-blown format revolution in Indian gaming content.
From stream to scream, it’s into the playground for the two. At least for now!
(Deepak Dhar – left – and Akshat Rathee -right- pictured above. source: Banijay Asia)