Nazara Technologies Limited, India’s premier gaming and sports media platform, has announced its integration with the Open Network for Digital Commerce (ONDC) to launch “gCommerce,” a new in-game monetization platform.
The initiative aims to revolutionize the way Indian game developers generate revenue, opening fresh possibilities for monetization by blending e-commerce with gaming experiences.
As India’s gaming market continues to grow rapidly, developers have grappled with the challenge of low in-app purchase (IAP) rates and limited returns from traditional in-game advertising.
Through gCommerce, Nazara and ONDC plan to address these challenges by introducing a unique affiliate revenue-sharing model that empowers game developers to earn commissions on every transaction initiated by players within the game.
This innovative model leverages India’s burgeoning e-commerce sector, creating an avenue for scalable and sustainable income within the gaming ecosystem.
Enhancing Value for Developers and Players
The ONDC Network, which specializes in establishing an open, interoperable framework for digital commerce, will connect the gCommerce platform to a vast range of sellers across more than ten product categories, ensuring that players enjoy a diverse selection of products to purchase.
This seamless integration between gameplay and shopping offers players an engaging experience where they can make informed purchases without interrupting their gaming journeys.
Nitish Mittersain, CEO of Nazara Technologies, shared his enthusiasm for the collaboration, stating, “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. We are not only creating new revenue opportunities for developers but also enriching the overall experience for our gamers.“
T Koshy, CEO of ONDC, expressed similar excitement, saying, “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.“
A Game-Changing Opportunity for Indian Developers
The gCommerce platform, which is currently in soft launch, is expected to be widely available to game developers in Q1 of FY26.
This integration signals a promising new path for monetization in the Indian gaming industry, providing developers with tools to expand their reach and revenue potential.
About Nazara Technologies Ltd.
Nazara Technologies is India’s first publicly listed gaming and esports company, operating globally in markets across India, the US, and beyond.
With flagship brands like NODWIN Gaming in esports and Sportskeeda in sports media, Nazara offers a range of interactive gaming solutions, including popular titles like World Cricket Championship and early learning platforms like Kiddopia.
The company also owns Datawrkz, a digital ad tech firm that supports ad monetization for its portfolio and external clients.
About ONDC
ONDC, established on December 31, 2021, under the Department for Promotion of Industry and Internal Trade (DPIIT), aims to redefine digital commerce in India by fostering an open, interoperable network.
This government-backed initiative seeks to increase e-commerce penetration across the country, supporting a wide range of industries through unbundled, interoperable, and open networks.
