Nazara Technologies, a publicly traded gaming company, has partnered with the Open Network for Digital Commerce (ONDC) to launch an in-game monetization platform that will assist game developers in increasing their monetization efforts and incorporating e-commerce into their games. The platform’s goals are to improve the gaming experience for players and provide game developers with new revenue streams. This new initiative aims to solve the issue that Indian Game developers face – low in-app purchase (IAP) conversion rates and low advertising returns.
Through the affiliate revenue-sharing model, the gCommerce platform will allow game developers to profit from each successful transaction that players initiate on the platform. This integration connects sellers in over ten categories, guarantees a variety of products for gamers, and takes advantage of India’s growing e-commerce market to give game developers new ways to make money off of their creations. Additionally, they will receive a commission for each successful transaction that players initiate via gCommerce.
With its experience in building an open, interoperable digital commerce network, ONDC’s involvement ensures that the gCommerce platform connects with a wide range of sellers in ten different categories. This diversity improves the gaming experience by allowing players to make purchases without leaving the game. Currently, in a soft-launch phase, gCommerce is scheduled to open up to game developers in the first quarter of FY26.
According to Nitish Mittersain, CEO of Nazara Technologies, this initiative represents a major advancement in the company’s plan to assist game developers with efficient revenue-generating solutions. By offering well-informed purchase options that complement their gaming journey, this integration seeks to enhance the player experience while maintaining an immersive and captivating gaming experience.
In the fiscal year 2023ā2024 (FY24), the gaming market in India grew by 23% year over year (Y-o-Y) in terms of revenue, reaching $3.8 billion. According to a recent report by gaming-focused venture capital firm Lumikai, the market is anticipated to reach $9.2 billion by FY29, expanding at a five-year compound annual growth rate (CAGR) of 20% as in-app purchases and ad revenue continue to rise.
Nitish Mittersain said,
“We are excited to announce the upcoming launch of gCommerce by Nazara via integration with the ONDC Network, as it represents a significant step forward in our mission to empower game developers with effective and innovative monetization solutions.”
T Koshy, CEO of ONDC, shared,
“Nazara coming on ONDC Network to launch gCommerce is a testament to the versatility of the Network in supporting various industries and use cases. By bringing e-commerce into the gaming ecosystem, we are paving the way for a seamless blend of entertainment and shopping that adds value for players, developers, and the broader digital commerce network.”
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