Gaming startup Nazara Technologies acquires 55% stake in Adtech startup Datawrkz

• ByTejika Bajaj     |    January 19, 2022

Gaming and sports technology startup Nazara Technologies has recently acquired a majority stake of 55% in the adtech startup Datawrkz. The former is paying out a sum of INR 124 crore to the latter in two tranches in return for a 55 per cent stake in the adtech startup.

Nazara Technologies will initially pay out INR 60 crore to the startup with INR 35 crore in cash and the remaining INR 25 crore in cash of swap of shares for a 33 percent stake, which is expected to roll out by April this year. In the second tranche, the gaming startup has an option to buy a stake of 22 per cent.   

“We, at Nazara, are looking to build strong gaming ad tech offerings globally with the partnership with Datawrkz,” said Manish Agarwal, CEO, Nazara. “Growth of gaming-focused adtech will be exponential in the coming decade across geographies with the growth of gamers and game publishers across freemium, Web 3.0 and skill-based real money gaming.”

The recent partnership between both the brands will allow Nazara to optimise its customer acquisition spends and enhance its yields on ad monetization of its large consumer base by leveraging the advertising technology of Datawrkz. The acquisition has taken up the valuation of the adtech startup to INR 225 crore.

Founded in 2013 by IIM Ahmedabad alumni, Senthil Govindan, Datawrks is an adtech startup with a firm presence in the US, Singapore and Indian markets. The Bengaluru based startup enables its users to drive user and revenue growth through its optimised programmatic advertising and monetisation offerings.

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