Nazara and ONDC set to transform in-game monetization with ‘gCommerce’
By MYBRANDBOOK
Nazara Technologies has teamed up with the Open Network for Digital Commerce (ONDC) to launch "gCommerce," a groundbreaking in-game monetization platform that integrates ecommerce directly into gaming experiences. This integration seeks to tackle the ongoing challenge for Indian game developers of low in-app purchase (IAP) conversion rates and underperforming ad revenues.
Through gCommerce, Nazara and ONDC are transforming game monetization by tapping into India's rapidly growing ecommerce sector, offering developers scalable new revenue streams. The platform will allow developers to earn commissions through an affiliate revenue-sharing model, where they receive a share of the sales generated by in-game purchases initiated by players.
Leveraging ONDC's expertise in building an open, interoperable digital commerce network, the gCommerce platform will connect players with a broad range of sellers across more than 10 categories. This integration not only broadens the product selection for gamers but also enhances their experience by enabling seamless, informed purchasing while continuing their gameplay.
"We are excited to announce the upcoming launch of gCommerce by Nazara via integration with the ONDC Network, as it represents a significant step forward in our mission to empower game developers with effective and innovative monetization solutions," said Nitish Mittersain, CEO of Nazara Technologies. "We are not only creating new revenue opportunities for developers but also enriching the overall experience for our gamers."
T Koshy, CEO of ONDC, added, "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 ecommerce 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."
The gCommerce platform is currently in its soft launch phase and is set to be made available to game developers beginning in Q1 of FY26.
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