Ninjas in Pyjamas have officially expanded into live entertainment with the formation of NIP Culture & Entertainment (Beijing) Co., Ltd. The new joint venture aims to grow NIP Group across China’s live events sector, adding large-scale music festival production to its portfolio and broadening the company’s revenue streams beyond its core esports business.
According to the official communications, the initiative is expected to lead NIP Group expansion in Chinese entertainment market while establishing a “durable, multi-channel” revenue stream for its shareholders.
The venture made its debut with the 2025 Qianfan Music Season – Wonderland Music Festival, held in Beijing from May 31-June 1. The event attracted over 70,000 fans and set a new record as one of the largest single-site outdoor music festivals ever hosted in the city.
The festival featured performances from a number of artists and included appearances by esports teams eStar Pro and Beijing WB. Visitors also enjoyed curated food, immersive creative markets, and localized experiences showcasing Beijing’s attractions.
Mario Ho, Chairman and Co-CEO of NIP Group, said, “NIP Group was built on the passions of a generation that lives and breathes esports, and music shares that same creative energy. With NIP Culture & Entertainment, we are transforming years of youth-culture insight into a high-growth business line that will bring these immersive festival experiences to fans in major cities across China. This builds our entertainment IP, expands user engagement, and complements our core esports and events portfolio. It also broadens our addressable market and diversifies our revenue streams across our digital ecosystem.”
Yuan Gao, CEO of NIP Culture & Entertainment, added, “Young consumers are increasingly willing to invest time and money in emotionally resonant experiences. Our goal for the music festival business is to build an integrated cultural space where music, gaming and creative expression converge, unlocking proprietary IP and sustainable value for musicians, partners and fans alike.”
NIP Culture & Entertainment has multiple large-scale events planned across China in 2025. Another recent development that both shows NIP Group’s efforts to keep on generating new revenue channels, and also its attention to the Chinese market, was the plan revealed by Mario Ho to open 100 hotels in China.
