Gaming
Lenovo sets up camp to call out campers in clever gaming crackdown
MUMBAI: Gamers hiding in corners just got cornered by a laptop upgrade. In a cheeky ambush inside one of India’s most popular shooter games, Lenovo India, with Intel and Leo Burnett, has launched Gamers on Duty, a guerrilla-style campaign that calls out “campers” mid-battle and offers them a shot at redemption: a discount on Lenovo Legion laptops.
For the uninitiated, “camping” in gaming lingo is the much-despised strategy of hiding in one spot and picking off opponents from cover, much to the annoyance of serious players. But Gamers on Duty flips the script recognising that many Indian gamers aren’t camping by choice, but by compulsion. Outdated hand-me-down laptops, dad’s office machine, or just old tech struggling to keep up with today’s graphic-heavy games are pushing players into passive play.
So Lenovo and Intel assembled a squad of undercover operatives 12 of India’s top gaming influencers, wielding a cumulative reach of 20 million. These “agents” infiltrated live games, hunted down campers using an in-game feature that allows a brief 15-second chat when a player is caught and used that vulnerable moment to serve up an unexpected offer: ditch the lag, grab a Lenovo Legion.
By turning a niche in-game mechanic into a pop-up sales pitch, the campaign reached players right when their frustration peaked slow machines, melting keyboards, and sluggish gameplay. The result? A deluge of hilarious, shareable content and a savvy new way to turn gameplay into advertising without feeling like advertising.
“At Lenovo, we believe gamers deserve to experience every moment of their gameplay at its absolute best. With this campaign, we wanted to connect with them not just through screens, but in the heat of action at the very moment when outdated devices hold them back. Lenovo Legion is engineered to deliver uncompromised performance, so gamers can play fearlessly and experience their full potential. By meeting players exactly where they feel the need for better performance, we’re not just showcasing our technology – we’re empowering them to level up, quite literally.” said Lenovo India CMO, Chandrika Jain.
Publicis Groupe CCO for South Asia and Leo chairman for South Asia Rajdeepak Das added “This is a great example of how data and tech come together to create a hyper-personalized campaign targeting campers who have been at the receiving end of hate from the entire gaming community. Our idea was to reach out to gamers while they were hiding because of slow laptops and put the brand’s message and offers in the right place, at the right time, and to the right audience.”
In short, Gamers on Duty proves that when it comes to clever marketing, it pays to play dirty, especially if you’re cleaning up the camping mess along the way.
Gaming
MTG gaming chief Benninghoff joins NODWIN board as esports firm primes for IPO
The Gurugram-based esports firm is pursuing a public listing, has returned to profitability and is growing revenues by 42 per cent
GURUGRAM: NODWIN Gaming is moving fast. The Gurugram-based gaming and esports company has launched a pre-IPO fundraising round, appointed UBS as lead adviser for both the round and a subsequent public listing, and landed a heavyweight board director, all in one go.
The new board member is Arnd Benninghoff, executive vice president of gaming at Stockholm-listed Modern Times Group (MTG), who has overseen the group’s strategic investments and portfolio growth since 2014. He is no stranger to building things: Benninghoff has founded and built fifteen companies, served as chief digital officer at ProSiebenSat.1 Media AG, managing director of SevenVentures, and chief executive of Holtzbrinck eLAB. He began his career as a journalist at Deutsche Presse Agentur and various TV networks, holds a Diplom-Kaufmann in business and administration from the University of Münster, and previously sat on the board of Edgeware AB.
The numbers back the ambition
NODWIN is not pitching a story without substance. The company has returned to EBITDA profitability and posted a 42 per cent year-on-year revenue surge, reaching $58.5m in the first nine months of FY2026. The pre-IPO round will combine a primary issuance to fund global expansion through organic growth and acquisitions, alongside a secondary sale to give existing shareholders some liquidity.
Akshat Rathee, co-founder and managing director of NODWIN Gaming, said Benninghoff understands “the entire lifecycle of the gaming and media ecosystem, from the boots-on-the-ground reality of building startups to the strategic complexity of managing multi-billion dollar global portfolios.”
Benninghoff, for his part, said the company “sits at the intersection of sports, entertainment, and technology, making it one of the most exciting players in the global gaming landscape today.”
A portfolio built for the global south
Founded in 2014 by Rathee and Gautam Virk, NODWIN has quietly assembled one of the more compelling esports portfolios outside the Western hemisphere. Its properties include DreamHack India and Comic Con India, and it recently acquired StarLadder, the Ukraine-based tournament organiser behind premier events in CS:GO and Dota 2. The company also serves as a long-term strategic marketing partner for the Evolution Championship Series (EVO), the world’s most prominent fighting game tournament, helping push it into new geographies.
Its geographic focus spans South Asia, Central Asia, Southeast Asia, the Middle East and Africa. Backers include Nazara Technologies, KRAFTON, Sony Group Corporation, JetSynthesys, and the founders’ investment vehicle Good Game Investments.
What comes next
With UBS running the books, a board freshly reinforced with European media and gaming expertise, and revenue heading in the right direction, NODWIN is laying the groundwork deliberately. The esports industry has burned investors before with big promises and thin margins. NODWIN’s return to profitability, combined with a real portfolio of owned intellectual properties across gaming, music and youth culture, gives it a more credible runway than most. The IPO clock is now ticking.
