Nodwin Gaming to Acquire German Esports Agency Freaks 4U Gaming in Rs 271 crore Deal

Strategic Acquisition to Strengthen Nodwin's Global Presence

Nodwin Gaming, the esports and events arm of Nazara Technologies, has announced a significant acquisition of the German esports and gaming marketing agency Freaks 4U Gaming. The deal, valued at €30.3 million (approximately Rs 271 crore), is structured as a share swap agreement and marks a strategic expansion for Nodwin in the global esports market.

Acquisition Details and Strategic Goals

Initially, Nodwin Gaming’s Singapore unit will increase its stake in Freaks 4U Gaming to 57%, with plans to acquire the remaining 43% at a later date. Currently, Nodwin holds a 13.51% stake in Freaks 4U. This acquisition aims to integrate and leverage the strengths of both companies, enhancing their capabilities in delivering high-profile gaming events and marketing services.

“Since the acquisition of a minority stake in Freaks 4U Gaming, Nodwin has been working with the Freaks 4U Gaming management on the integration of the two businesses… (they) have already worked on jointly delivering high-profile projects such as the PUBG Mobile Global Open and Esports World Cup (EWC),” the firm stated.

About Freaks 4U Gaming

Freaks 4U Gaming is a prominent marketing agency that provides services to major gaming firms and events. Its client list includes industry giants like Riot Games, EA Sports, Epic Games, and Tencent. In 2023, Freaks 4U generated a revenue of 26.9 million euros, showcasing its strong market presence and operational capabilities.

Nodwin Gaming’s Growth and Revenue

Nodwin Gaming has been a substantial revenue generator for its parent company, Nazara Technologies, contributing Rs 427 crore in the last fiscal year. Nazara’s total revenue for FY24 was Rs 1,138 crore. This acquisition aligns with Nodwin’s strategy to strengthen its market position and expand its global footprint.

Recent Acquisitions and Future Plans

In recent years, Nodwin Gaming has made several strategic acquisitions to bolster its market presence. These include events firm Comic Con India, West Asia and Turkey-focused marketing firm Publishme, Singapore-based events firm Branded, and Turkish esports and gaming firm Ninja Global. 

Nazara Technologies has also been active in exploring further expansion opportunities. Last month, Mittersain told ET that Nazara was in advanced talks for five to six acquisitions, including two or three gaming studio acquisitions for Nazara Publishing. Earlier reports indicated that Nazara has set aside about Rs 830 crore for mergers and acquisitions in key markets such as India, Europe, and North America.

The acquisition of Freaks 4U Gaming represents a significant milestone for Nodwin Gaming, reinforcing its commitment to becoming a global leader in the esports and gaming industry. With this strategic move, Nodwin aims to enhance its service offerings, broaden its client base, and deliver more high-profile gaming events worldwide.