Nazara Technologies has collaborated with Open Network for Digital Commerce (ONDC) to launch gCommerce, a revolutionary in-game monetization platform.
G-commerce to integrate e-commerce with gaming
This innovative platform integrates e-commerce within gaming experiences, addressing the long-standing challenge of low in-app purchase conversion rates and limited ad revenue for Indian game developers.
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“The integration aims to address a persistent challenge for Indian game developers: low in-app purchase (IAP) conversion rates and poor yields from advertising,” Nazara Technologies stated, according to Economic Times. “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.”
Key highlights of this partnership include the platform’s ability to allow developers to earn through an affiliate revenue-sharing model, collecting commissions on transactions initiated by players, and linking to ONDC’s vast e-commerce network. Additionally, players can browse and shop without interrupting their gaming experience, across over 10 categories.
G-commerce to roll out by 2025
Meanwhile, the gCommerce platform is currently in its soft launch phase and is expected to roll out for game developers by Q1, FY26. This launch is poised to revolutionise game monetization in India. Nazara Tech shares were trading at INR 897.35 apiece on the BSE, up 1.74% during the day’s trade.
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“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,” said Nitish Mittersain, CEO of Nazara Technologies.
Further, 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.”
By providing new revenue streams and enriching the gaming experience, Nazara Technologies and ONDC are poised to make a significant impact on the Indian gaming industry. “We are not only creating new revenue opportunities for developers but also enriching the overall experience for our gamers,” Mittersain said.
