iWorld
Loco, Glance Live acquire streaming rights to Nodwin Gaming’s BGMI Master Series tournament
MUMBAI: Nodwin Gaming’s upcoming ‘Battlegrounds Mobile India Masters Series tournament’ is set to go live from 24 June 2022. Nodwin Gaming has on-boarded game streaming & esports platform, Loco and the android lock-screen platform Glance as its digital streaming partner for the mega event that is set to change the way esports is perceived in India.
Loco said that it is paving the way for gaming to go from a niche hobby to mainstream national interest. The platform has organized over 32 BGMI tournaments since its launch, witnessing a steady rise in its live viewership numbers.
Loco founder Ashwin Suresh said, “We are very excited to partner with Nodwin Gaming once again after our landmark Nodwin Loco All Stars Invitational in April which saw the highest concurrent viewership for any esports tournament on an Indian game streaming platform. Nodwin is looking to take things to the next level with the BGMI Master Series and there’s no better home for it than India’s largest game streaming platform, Loco. Being the Indian gaming community’s town square, we expect a majority of viewership for this tournament to occur on Loco and we look forward to delighting our users with yet another high quality event experience.”
Also Read: Star Sports forays into esports, teams up with Nodwin Gaming
“We are very excited about this never-before-attempted televised esports event. We’re making sure the tournament can be accessed across platforms be it television or the digital medium. You can watch it on Star Sports 2, and we’ve also tied up with Loco & Glance Live for further digital access. Through these partnerships, we want to amplify the biggest event in the esports calendar this year! Both these brands will give access to advertisers associated with the tournament to an extended consumer base while letting us promote a 360-degree outreach to both the digital and linear television audience,” said Nodwin Gaming co-founder & managing director Akshat Rathee.
The event will be held from 24 June to 17 July, 2022, at the Nowdwin studios in Delhi. The tournament will award a mega price pool of Rs 1.5 crore. The winning team will be awarded Rs 2,500,000 and Rs 100,000 for the tournament most valuable player.
The tournament will see the participation of the top 24 teams which will play in three groups of eight members each. These three groups will battle each other over a period of three weeks, and the top team on the leaderboard at the end of the fourth or final week will win the tournament. The finale of the tournament will be held from 13-17 July 2022.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
