OS Studios, a Project Worldwide agency, has announced its official launch in the Indian market, establishing offices in Bangalore, New Delhi, and Mumbai.
According to a report by IMPACT Magazine, the expansion aims to address a perceived ‘Experience Gap’ in India’s burgeoning gaming sector, where the company believes the quality of live events, broadcasts, and brand partnerships has not matched the market’s rapid growth and the passion of its community.
The Indian operation will be supported by its sister agency, George P Johnson India, and will leverage OS Studios’ global ‘Fan Z Operating System’ to offer services in strategy, broadcast production, experiential marketing, and content.
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The agency identifies a disconnect between financial investment and execution quality in the region. While brands are increasingly funding esports tournaments and gaming activations, OS Studios argues that the end product often fails to meet a world-class standard, ultimately doing a disservice to both brands and fans. The new Indian branch intends to apply its international expertise, gained from working with major properties like the Pokémon World Championships, Call of Duty, and the NBA, to elevate the local fan experience.
Rasheed Sait, Chief Growth Officer for Project Worldwide in India/South Asia, provided IMPACT Magazine with a critical assessment of the current landscape. “India is one of the most exciting and fastest-growing gaming markets in the world, but the fan experience has not kept pace with the investment,” he said. “We are seeing major events with massive budgets fail on fundamental execution. This ‘Experience Gap’ is a huge disservice to both the brands and the passionate fans. OS Studios is here to fix that.”
The launch of OS Studios in India occurs within the context of a rapidly expanding market in 2025. The country has seen significant activity from other players, such as initiatives like JioBLAST and the continued expansion of NODWIN Gaming, alongside regulatory improvements. This has drawn increased international attention to India’s substantial audience potential, making it a focal point for new investments in gaming and esports infrastructure.
Client operations for OS Studios India will be led by Nrupen Gutta, Strategic Partnerships and Creator Lead, and Yadush Bose, Director of Growth & Client Success, with the agency already in discussions with several local brands and game publishers.
