OS Studios, a Project Worldwide agency known for creating fan experiences for brands such as Pokémon, Call of Duty, NBA and Major League Soccer, has announced its launch in India. The agency will operate through offices in Bangalore, New Delhi and Mumbai, supported by sister agency George P Johnson India and the Project Worldwide network.
The move aims to address what the company describes as an "Experience Gap" in India’s growing gaming and entertainment market. While brands are investing in esports tournaments and gaming activations, the quality of broadcast production, partnerships and live events has not kept pace. OS Studios plans to tackle this through its 'Fan Z Operating System', a service ecosystem covering strategy, broadcast and streaming, experiential marketing and content.
"The passion of the Indian gaming community is undeniable, and it represents a massive opportunity for brands to build lifelong loyalty," said John Higgins, CEO, OS Studios. "We are fully committed to this market and are thrilled to launch OS Studios India. We are excited to bring our global 'Fan Z' playbook to India."
OS Studios is the global agency of record for the Pokémon World Championships and has delivered projects for publishers and brands including Activision, MLS, NBA and Twitch. The Indian operation will apply this global expertise locally, drawing on the production and experiential capabilities of George P Johnson India.
"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," said Rasheed Sait, Chief Growth Officer, Project Worldwide, India/South Asia. "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. We are not a traditional agency; we are audience experts who live and breathe gaming culture. We are here to bring the world-class, authentic experiences that Indian fans and brands deserve."
Client strategy and operations in India will be led by Nrupen Gutta, Strategic Partnerships and Creator Lead, and Yadush Bose, Director Growth & Client Success. OS Studios India is already in discussions with several brands and game publishers.
