Tracking the Growth of India’s Largest Mobile Entertainment Platform – The Nazara Success Story

India boasts the most online mobile players, and the industry is growing year after year. It is valued $1.02 billion according to 2020. As the demand for games among the smartphone generation grows, so does competition.

Nazara is a sports and gaming media firm based in India. In India, Africa, and Singapore, the company provides mobile content platforms and produces games. World Cricket Championship and Motu Patlu are two of Nazara’s most well-known sports. Nazara’s top-grossing smartphone games include Oggy and Chhota Bheem.

What is Nazara?

Nazara Technologies is situated in Mumbai, India. The company offers digital games, interactive learning, esports, and gamified early learning settings in India, Africa, Southeast Asia, the Middle East, and Latin America.

It delivers solutions for designing, deploying, targeting, and monitoring mobile advertising campaigns and cellular solutions that blend media company content, marketing messaging, and phone carriers’ consumer reach.

Also read-How To Get a Game Changing Startup Idea: The Art of Innovation

Nazara’s Market

Nazara’s best-known intellectual properties (IPs) are Kiddopia in gamified early learning (39% of revenue), Nodwin and Sportskeeda in eSports (32%), WCC, and CarromClash in simulation games (5%), and Halaplay Technologies in real-money games (3%). 21% of revenue comes from Telco Subscription.

The company was one of the first in India to do esports and cricket simulations. Creating content in-house, expanding the game engine, developing the tech stack, and working with other companies could help the company gain more customers and make more money.

The Indian sports market was worth about Rs 1600 crore in 2020. 32% of esports fans are between the ages of 16 and 24. 30% are between the ages of 25 and 34.

Founders and Team of Nazara

Nazara Success Story
Mittersain, Nitish source:100xentreperneur

Nazara Technologies’ Founder and Joint Managing Director is Nitish Mittersain. Mittersain attended Bombay Scottish before earning a Bachelor of Business degree from Sydenham College of Commerce and Economics.

Nitish was a Board Director of MEF Mobile in addition to being the CEO of Nazara. He has also served as a trustee of the Dr. BK Goyal Heart Foundation and as a member of the Young Presidents Organization’s Board of Directors (South Asia). Nazara now has a workforce of around 100 people.

Nazara Technologies’ current CEO is Manish Agarwal, an IIM Ahmedabad alumni, formerly served as CEO of New Media Venture Ltd, Reliance Entertainment, and Reliance Entertainment Digital after working for large worldwide corporations such as Microsoft,, and Indian technological behemoth Infosys.

Nazara’s Startup Journey

Nazara was formed at a time when the internet was still in its infancy, with dial-up connections dominating the market. The firm was founded largely as a consequence of the founder’s passion for gaming. Mittersain started Nazara in 1999 as an internet platform for casual games.

Nitish Mittersain founded Nazara Technologies in 2000. After a mishap, he lost his footing. The first dot-com meltdown made him question his decision the same year. He didn’t want to close his firm because it was his goal. Nitish resisted the bubble bust with obvious strategy and luck.

In the early 2000s, there were few firms in India seeking to create gaming technologies. Mittersain’s initial strategy for assisting Nazara was to invest in branding and advertising promotion. He understood that if it gained public interest, investors would be lining up at his doorstep.

In 2004, he encouraged great cricketer Sachin Tendulkar to join. After months of negotiating, Tendulkar signed an exclusive three-year contract with Nazara Technologies in 2005. His idea distracted his competition. This helped Nazara land contracts with telecom firms, and Westbridge Capital invested $1.5 million.

Nazara – Business Plan

Nazara operates on a freemium subscription basis. Subscription businesses, freemium businesses, and esports businesses account for a sizable portion of its activities. The subscription business serves a large number of mobile internet users in developing regions, many of whom are new to mobile gaming.

Because gamers are unwilling to pay for online entertainment, the corporation has adapted its product offerings to deliver maximum value at inexpensive pricing. The sachet pricing model of Membership Business allows players to join up for a daily, weekly, or monthly subscription and obtain access to the whole collection of over 1000 android games. Billing for Subscription Business is handled by mobile carriers (carrier billing), making it easy for players to participate and the enterprise to generate income.

Manish Agarwal, CEO of Nazara Technologies, stated that the company’s goal is to expand its footprint in the freemium category, with a particular emphasis on developed regions.

Future Plans for Nazara

There are, however, major differences between the Indian and worldwide gaming worlds. According to Agarwal, the gaming market is dominated by free-to-play games with in-app purchases, which produce non-real gaming money income.

However, there are still reasons to be positive. Gaming is quickly becoming the preferred form of entertainment for young Indians aged 14 to 25, and this will fuel growth.


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