Mumbai: E-sports company Nodwin Gaming, the material subsidiary of Nazara Technologies Ltd, has acquired a strategic 10 per cent stake in the digital content IP media network Rusk Media.

Continuing its 'youth first' philosophy, Nodwin Gaming aims to deepen and widen its portfolio of content IPs in the gaming and esports ecosystem by investing in Rusk Media, it said in a statement on Monday.

“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," stated Nodwin Gaming managing director Akshat Rathee. "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.”

Rusk Media is India’s exclusive Gen-Z first digital content IP network. Nodwin Gaming’s investment 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, said the statement.

“We are excited to have Nodwin Gaming as a part of our journey to revolutionize 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 Rusk Media CEO Mayank Yadav.

Since its funding in March this year, Nodwin Gaming has been on an expansion and consolidation spree to augment its dominance in the Indian e-sports ecosystem. Recently, the company acquired the gaming and adjacent IP businesses of OML Entertainment, including the IP of the very popular Bacardi NH7 Weekender music festival.