Nazara TechnologiesIndia’s only publicly traded gaming and esports company, has partnered with Open network for digital commerce (ONDC) will launch “gCommerce” in India.

The companies say gCommerce is an innovative in-game monetization platform that seamlessly integrates e-commerce into games. It is also increasingly popular in the West with companies such as Walmart.

The integration aims to address a persistent challenge for Indian game developers: low in-app purchase (IAP) conversion rates and low advertising yields. Thanks to gCommerce, Nazara and ONDC Network are reinventing game monetization by leveraging India’s thriving e-commerce landscape and providing developers with new, scalable revenue streams.

This strategic integration will allow game developers to monetize through an affiliate revenue sharing model, earning commission on each successful transaction initiated by players through the gCommerce platform.

Creating value for developers and players

ONDC Network’s expertise in creating an open, interoperable network for digital commerce will enable Nazara’s gCommerce platform to connect with a wide range of sellers across more than 10 categories, ensuring a rich diversity of product offering for gamers. This integration improves the user experience by allowing them to make informed purchases while continuing their gaming journey.

“We are excited to announce the upcoming launch of gCommerce by Nazara through integration with the ONDC Network, as it represents a significant advancement in our mission to empower game developers with effective and innovative monetization solutions,” said Nitish Mittersain, CEO of Nazara Technologies. , in a press release. “We are not only creating new revenue opportunities for developers, but we are also enriching the overall experience for our players.”

T Koshy, CEO of ONDC, said in a statement: “The addition of Nazara to the ONDC network to launch gCommerce is a testament to the network’s versatility in supporting diverse industries and use cases. By integrating e-commerce 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 a soft launch phase and will be rolled out to game developers starting in the first quarter of fiscal 2026.