To expand its merchandise play, Nodwin Gaming Pvt. Ltd., a subsidiary of India’s first listed gaming firm Nazara Technologies Ltd., has acquired direct-to-consumer retailer Planet Superheroes.

Nazara Technologies in a regulatory filing stated that the transaction amounted to INR 4.9 crore. “The board of directors of Nodwin Gaming has approved the acquisition of 27,987 equity shares of INR 10 each of Superhero Brands Pvt Ltd. from existing shareholders, in one or more tranches, aggregating to 100 per cent equity stake for a consideration of INR 4.90 crore,” the regulatory filing stated. “With this, Superhero Brand shall become the wholly owned subsidiary of Nodwin and subsidiary of Nazara.”

“The acquisition of Planet Superheroes will allow Nodwin Gaming to have another strategic touch point with fans that celebrates a common love for all things gaming, pop culture and esports,” said Akshat Rathee, founder and managing director at Nodwin Gaming.

To include gaming merchandise from Gameloft, Krafton, Riot Games, etc. the partnership will expand the current offerings of Planet Superheroes. Planet Superheroes has also built a proprietary social commerce engine that it will integrate with Nodwin’s in-house assets to create a first-of-its-kind “influencer-first” merchandising engine, the statement read.

“There is a huge untapped monetisation potential for gaming companies via merchandising and we (Planet Superheroes and Nodwin Gaming) share a common vision in realising this potential,” Jaineel Aga, founder and chief executive at Planet Superheroes, said. “I believe we will get two immediate wins-a larger consumer base for our existing IPs and a new supply of licences and partnerships in the gaming industry.”