Nazara Technologies, India’s only publicly trade game and esports company, has partnered with Open Network for Digital Commerce (ONDC) to introduce “gCommerce” in India.
The collaboration aims to bring an innovative in-game monetization platform, gCommerce, that seamlessly integrates ecommerce within games. This concept has gained popularity in the West with companies like Walmart.
Indian game developers face challenges with low in-app purchase conversion rates and inadequate returns from advertising. Through gCommerce, Nazara and ONDC Network are revolutionizing game monetization by tapping into India’s thriving ecommerce landscape, offering developers new revenue opportunities.
This integration will enable game developers to monetize through an affiliate revenue-sharing model, earning a commission on successful transactions initiated by players through the gCommerce platform.
Creating value for developers and gamers
ONDC Network’s expertise in creating an open, interoperable network for digital commerce will allow Nazara’s gCommerce platform to connect with various sellers across more than 10 categories, providing a diverse product offering for gamers. This integration enhances the user experience, enabling informed purchases while engaging in gaming.
“We are thrilled to announce the upcoming launch of gCommerce by Nazara through integration with the ONDC Network, a significant step in empowering game developers with effective monetization solutions,” said Nitish Mittersain, CEO of Nazara Technologies. “We aim to create new revenue opportunities for developers while enhancing the gaming experience for our users.”
T Koshy, CEO of ONDC, stated, “Nazara’s collaboration with ONDC Network to launch gCommerce showcases the network’s versatility in supporting different industries and use cases. By merging e-commerce into the gaming ecosystem, we are creating a seamless integration of entertainment and shopping that benefits players, developers, and the broader digital commerce network.”
The gCommerce platform is currently in a soft launch phase and will be available to game developers in the first quarter of fiscal year 2026.
GB Daily
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