Nazara Partners ONDC To Launch In-Game Shopping Platform

Gaming giant Nazara Technologies has partnered with ONDC Network to launch gCommerce, a platform that will integrate ecommerce within games.

The in-game monetisation platform is aimed at offering game developers new revenue sources, as per a filing by Nazara.  

gCommerce will enable game developers to monetise through affiliate revenue-sharing model, earning a commission on every successful transaction initiated by players through the platform.

Besides, ONDC Network’s will help Nazara’s new platform to connect with sellers across more than 10 categories, ensuring multiple product offering for gamers, it added. 

Nazara Technologies CEO Nitish Mittersain said, ”…it represents a significant step forward in our mission to empower game developers with effective and innovative monetization solutions.”

“We are not only creating new revenue opportunities for developers but also enriching the overall experience for our gamers” said ONDC CEO T Koshy.

“Nazara coming on ONDC Network to launch gCommerce is a testament to the versatility of the Network in supporting various industries and use cases. 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,” he added. 

The gCommerce platform is currently in soft launch and will be rolled out to game developers by the first quarter (Q1) in FY26, mentioned the filing. 

Shares of Nazara were trading atI INR 891.55 apiece on the BSE, up 1.08% from the previous close. 

Launched in 2021, ONDC is an initiative by the Department for Promotion of Industry and Internal Trade (DPIIT), under the Ministry of Commerce & Industry. It aims to promote open networks for the exchange of goods and services over digital or electronic networks. It claims to be online in over 611 cities with 111 network participants.