Gaming
“Neela Mediatech is where innovation meets entertainment”: Asit Kumarr Modi
Mumbai: Delving into the world digital entertainment, Neela Mediatech Pvt Ltd, a subsidiary of Neela Film Productions Pvt Ltd, made its debut in 2023 with a strategic investment of Rs 24 crore. Leveraging the unparalleled success of ‘Taarak Mehta Ka Ooltah Chashmah,’ the gaming and animation studio aims to redefine entertainment by merging technology trends with captivating content. Partnering with Reliance JioGames, they aim to tap into the platform’s 500 million user base, further propelling their mission to revolutionise the gaming industry.
Led by the visionary Asit Kumarr Modi, the company has already recorded five million game downloads, with popular titles like ‘Run Jetha Run’ and ‘Bhide Scooter Race’ captivating audiences nationwide. With an eye on expanding its global outreach and reaching 100 million game downloads by March 2024, Neela Mediatech aims to revolutionise the gaming industry.
Delving deeper into their last foray, Indian Television caught with Neela Film Productions Pvt Ltd producer and MD Asit Kumarr Modi to discuss about their diversification into the gaming sector, the future of gaming content and user experience and more…
Edited Excerpts:
On Neela Mediatech’s inspiration to diversify into gaming from the immensely popular TV show, Taarak Mehta Ka Ooltah Chashmah
More than a show, Taarak Mehta ka Ooltah Chashmah is an emotion that resonates deeply with audiences. For over 15 long years, TMKOC has captured the hearts of India and beyond. It’s not just a show, it’s become woven into the fabric of everyday life. The characters are cultural icons, inspiring countless memes etching unforgettable memories in our minds.
At Neela Mediatech, we saw an opportunity to extend this love beyond the screen. We’ve created a universe that goes far deeper than a single show. Now, one can experience the hilarious world of Gokuldham through engaging animation, adorable toddler rhymes in multiple languages, and immersive free-to-play and cloud games. We’re not just bringing you entertainment; we’re inviting you to truly become part of the Taarak Mehta family.
On challenges and opportunities that you foresee for Neela Mediatech with the Indian gaming industry evolving rapidly and your plan to stay ahead in this dynamic landscape
As per the latest industry reports, gaming is one of the fastest-growing segments in the media sector and Neela Mediatech is levelling up entertainment with beloved TMKOC characters. We’re taking your favourite TV show to the next level! Gaming is exploding, and Neela Mediatech is at the forefront, capturing a slice of this massive market with the beloved universe of TMKOC. In India alone, over 500 million gamers are on their mobiles – that’s a vast audience hungry for engaging experiences. We are trying to build a loyal fan community and our innovative gaming and animation initiative isn’t just about creating games; it’s about building a community. Thus with gaming, we are extending the reach of the show, fostering deeper connections with fans, and keeping them entertained for an average of 60 minutes a day – that’s unheard of for video content!
We are engaging with characters as we see a goldmine of potential in crafting more games featuring the iconic TMKOC characters. Character play resonates deeply with gamers, offering a fresh way to interact with the world and characters they love. Just like any thriving business, we face challenges in keeping our games updated and engaged which is a bit crucial. We celebrate healthy download rates, but user retention is key. Through in-depth analytics, we identify what works and what doesn’t, staying ahead of the curve in this dynamic gaming landscape. We understand the ever-evolving world of technology and while we stay a breath behind the bleeding edge, we’re constantly exploring possibilities. This allows us to pivot quickly when the next big shift hits the gaming industry.
Neela Mediatech is actively collaborating with industry leaders, exploring all aspects of gaming – mobile, cloud, and even the exciting world of Web3.
On Neela Mediatech planning to leverage the TMKOC IP to explore opportunities and potentials in the gaming sector
With TMKOC being the most loved TV show and crossing a big milestone of 4000 episodes, Neela MediaTech ventured into gaming and animation and started building games around popular characters and making a TMKOC universe for our viewers. We leverage the TMKOC IP to drive traffic towards our new and upcoming products. This integration helps us to reach a wider audience in a short span of time. Neela Mediatech brings your favourite characters alive in games. We craft immersive games starring your favourite characters. We don’t just capture their likeness, we bring them to life!
Here’s what sets us apart:
● Seamless integration: Experience the show in a whole new way. Our games seamlessly connect to the existing universe, keeping the story fresh and exciting.
● Established show base: We leverage the show’s popularity to propel our games to a wider audience, faster.
● Unforgettable interactions: We recreate the iconic character chemistry you love, making the gameplay truly engaging.
● Authentic experience: Character theme music, signature moves, and unforgettable voices – we bring it all to the table for an immersive experience.
Neela Mediatech games aren’t just games, they’re extensions of your favourite worlds. We offer a unique way to connect with the characters you adore, all while providing a fresh and exciting gameplay experience.
On technologies such as cloud gaming, blockchain gaming, and virtual reality shape the future of gaming content and user experience
Neela Mediatech is where innovation meets entertainment and we understand that one size doesn’t fit all in gaming. That’s why we offer a diverse range of experiences, each tailored to a specific audience and powered by cutting-edge technology. Our TMKOCplay.com platform features H5 games accessible through cloud gaming. By integrating with platforms like GamesDistribution and Jio Games, we’re making these games readily available to a wider audience. In the age of blazing-fast internet era, we expect cloud gaming to become the preferred method, freeing users from limited device storage and processing power. We’re pioneering blockchain technology with a “battle to win” game releasing soon on a leading blockchain platform. Players can earn TMKOC coins through gameplay, which can then be traded on exchanges. We are also exploring the VR frontier and the possibilities are truly captivating. We’re excited by Vision Pro’s product roadmap and actively exploring the potential for developing immersive games and experiences within their ecosystem.
Our commitment goes beyond simply staying current. We’re actively engaged in high-level discussions with industry leaders to shape the future of gaming and entertainment. We envision a world where fans can truly step into the beloved Gokuldham Society:
● Explore the iconic lanes with augmented reality overlays.
● Interact with TMKOC characters powered by artificial intelligence.
● Own unique digital assets secured by blockchain technology.
These advancements unlock unprecedented levels of engagement and storytelling, pushing the boundaries of entertainment.
On Neela Mediatech’s future plans and upcoming gaming projects
At Neela Mediatech, we’re not just keeping up with the gaming industry’s rapid technological evolution – we’re actively shaping its future. We believe that blockchain, VR, AR, and AI hold immense potential to revolutionise entertainment, and we’re at the forefront of exploring these possibilities. Our vision is to create immersive experiences that transcend the screen and transport fans directly into the heart of Gokuldham Society through AR, VR and blockchain technology. We intend to expand and grow in the gaming industry by launching free-to-play games, battle-to-win and games in the cloud gaming domain. It’s amazing to see parents and toddlers enjoying our multilingual animations together. We also have our own animation vertical, operating in English, Hindi, Marathi, Punjabi, Gujarati and Bengali on our YouTube animation channels. Boasting a million-plus subscribers and two million views, which is a hit among the toddlers and parents. Also, we’re thrilled to announce the upcoming launch of our PLAYSCHOOL app in Q2 FY’25. This innovative gamified education initiative will be a subscription product, offering a fun and engaging way for young minds to learn.
It will be completely different experience:
● Gamified learning: NMPL will make education an exciting adventure through engaging gameplay!
● Subscription model: This allows us to continuously develop new content and features, keeping the learning journey fresh and enriching.
● Focus on early development: To cater specifically to preschoolers, fostering a love for learning at a crucial stage.
We’re taking a focused approach to innovation by actively engaging in advanced conversations with industry leaders. This allows us to harness the power of emerging technologies as our goal is to push the boundaries of engagement and provide fans/users with an unparalleled edutainment experience.
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.
