iWorld
Nodwin Gaming picks up 10% stake in Rusk Media
Mumbai: E-sports company Nodwin Gaming, the material subsidiary of Nazara Technologies Ltd, has acquired a strategic 10 per cent stake in the digital content IP media network Rusk Media.
Continuing its ‘youth first’ philosophy, Nodwin Gaming aims to deepen and widen its portfolio of content IPs in the gaming and esports ecosystem by investing in Rusk Media, it said in a statement on Monday.
“As a leader of esports in the South Asian region, we aim to eventually have a significant presence across the entire ecosystem in this sector,” stated Nodwin Gaming managing director Akshat Rathee. “Through our investment in Rusk Media, we aim to take further steps in the massification of esports and gaming by creating entertainment-first gaming IPs for the GenZ.”
Rusk Media is India’s exclusive Gen-Z first digital content IP network. Nodwin Gaming’s investment in Rusk Media will enable the massification of entertainment-first gaming and esports content in the country and enable media platforms to have access to content that the above-mentioned cohort is looking for, said the statement.
“We are excited to have Nodwin Gaming as a part of our journey to revolutionize entertainment for the Gen-Z and millennial audience. We want to bring together the worlds of entertainment and esports and create digital-first IPs that are made for gaming fans,” said Rusk Media CEO Mayank Yadav.
Since its funding in March this year, Nodwin Gaming has been on an expansion and consolidation spree to augment its dominance in the Indian e-sports ecosystem. Recently, the company acquired the gaming and adjacent IP businesses of OML Entertainment, including the IP of the very popular Bacardi NH7 Weekender music festival.
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.
