Nazara Technologies Ltd. on Wednesday announced that the company and Open Network for Digital Commerce ( ONDC) have collaborated to launch " gCommerce," an in-game monetization platform designed to integrate e-commerce within gaming experiences.
This new platform aims to boost revenue options for Indian game developers, who often face low in-app purchase (IAP) conversion rates and limited ad revenue.
By linking to ONDC’s wide e-commerce network, gCommerce allows developers to earn through an affiliate revenue-sharing model, collecting commissions on transactions initiated by players.
Nazara Tech shares were trading at Rs 897.35 apiece on the BSE on Wednesday, up 1.74% during the day's trade as of 11.35 AM.
"The integration aims to address a persistent challenge for Indian game developers: low inapp purchase (IAP) conversion rates and poor yields from advertising. Through gCommerce, Nazara and ONDC Network are reimagining game monetization by leveraging India's thriving e-commerce landscape and providing developers with new, scalable revenue streams," the company said in a media release.
This setup leverages ONDC's expertise in digital commerce, connecting players to various sellers across more than 10 categories, making it easier for them to make purchases during gameplay.
As part of the integration, players can shop and browse without interrupting their gaming experience, the company said.
Currently in its soft launch, the gCommerce platform is expected to roll out for game developers by Q1, FY26, setting the stage for an innovative approach to game monetization in India.
Nitish Mittersain, CEO of Nazara Technologies said that the company is not only creating new revenue opportunities for developers but also enriching the overall experience for its gamers.
"We are excited to announce the upcoming launch of gCommerce by Nazara via integration with the ONDC Network, as it represents a significant step forward in our mission to empower game developers with effective and innovative monetization solutions," he said.
T Koshy, CEO of ONDC, added, "By bringing e-commerce into the gaming ecosystem, we are paving the way for a seamless blend of entertainment and shopping that adds value for players, developers, and the broader digital commerce network."
This new platform aims to boost revenue options for Indian game developers, who often face low in-app purchase (IAP) conversion rates and limited ad revenue.
By linking to ONDC’s wide e-commerce network, gCommerce allows developers to earn through an affiliate revenue-sharing model, collecting commissions on transactions initiated by players.
Nazara Tech shares were trading at Rs 897.35 apiece on the BSE on Wednesday, up 1.74% during the day's trade as of 11.35 AM.
"The integration aims to address a persistent challenge for Indian game developers: low inapp purchase (IAP) conversion rates and poor yields from advertising. Through gCommerce, Nazara and ONDC Network are reimagining game monetization by leveraging India's thriving e-commerce landscape and providing developers with new, scalable revenue streams," the company said in a media release.
This setup leverages ONDC's expertise in digital commerce, connecting players to various sellers across more than 10 categories, making it easier for them to make purchases during gameplay.
As part of the integration, players can shop and browse without interrupting their gaming experience, the company said.
Currently in its soft launch, the gCommerce platform is expected to roll out for game developers by Q1, FY26, setting the stage for an innovative approach to game monetization in India.
Nitish Mittersain, CEO of Nazara Technologies said that the company is not only creating new revenue opportunities for developers but also enriching the overall experience for its gamers.
"We are excited to announce the upcoming launch of gCommerce by Nazara via integration with the ONDC Network, as it represents a significant step forward in our mission to empower game developers with effective and innovative monetization solutions," he said.
T Koshy, CEO of ONDC, added, "By bringing e-commerce into the gaming ecosystem, we are paving the way for a seamless blend of entertainment and shopping that adds value for players, developers, and the broader digital commerce network."
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