Nodwin will own OML’s IPs, such as Bacardi NH7 Weekender, YouTube Fan Fest, and India’s biggest hip-hop league Breezer Vivid Shuffle.

“What we have been seeing over the past few years is that there’s a big convergence happening among comedy, music and gaming,” said Sidharth Kedia, chief executive officer, Nodwin Gaming. “We’re getting access to some of the IPs that OML has created specifically for the youth, where there is a big crossover of gaming, music and comedy. We’re also getting access to all the talent which is now increasingly focusing on gaming.”

Akshat Rathee, co-founder and managing director, Nodwin, said the company is interested in OML’s IPs that help create multi-stage experiences between music, comedy and gaming. The deal will help the “massification” of e-sports and gaming in India, he added.

OML Entertainment works with comedians Tanmay Bhat and Samay Raina, who host gaming content on their YouTube channels. “It makes a lot of sense to consolidate the strengths that OML Entertainment and Nodwin Gaming have in the live IPs and gaming spaces,” said Nair. He added that the company will focus on building content for OTT platforms, talent management and branded content businesses.

Nodwin recently raised ₹164 crore from South Korean gaming firm Krafton. It is also backed by Nazara Technologies and Kris Gopalakrishnan-backed gaming firm JetSynthesys Pvt. Ltd.