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Esports company Nodwin Gaming, the material subsidiary of Nazara Technologies Limited, has acquired 10% stake in the digital content IP media network Rusk Media.

Nodwin Gaming aims to deepen and widen its portfolio of content IPs in the gaming and esports ecosystem by investing in Rusk Media. Recently, it had also acquired the gaming and adjacent IP businesses of OML Entertainment, including the IP of the very popular Bacardi NH7 Weekender music festival.

Rusk Media’s content is tailor made for audiences in the 15-25 age group with a focus on equal viewership across genders. This investment by Nodwin Gaming in Rusk Media will enable the massification of entertainment-first gaming and esports content in the country and enable media platforms to have access to content that the above-mentioned cohort is looking for.

“As a leader of esports in the South Asian region, we aim to eventually have a significant presence across the entire ecosystem in this sector. Through our investment in Rusk Media, we aim to take further steps in the massification of esports and gaming by creating entertainment-first gaming IPs for the GenZ”, said Akshat Rathee, Managing Director, Nodwin Gaming.

“We're excited to have Nodwin Gaming as a part of our journey to revolutionise entertainment for the Gen-Z and millennial audience. We want to bring together the worlds of entertainment and esports and create digital-first IPs that are made for gaming fans,” said Mayank Yadav, CEO, Rusk Media.