Nazara Tech Integrates with ONDC to Revolutionize Game Monetization with ‘gCommerce’ In a groundbreaking move, Nazara Technologies, a leading gaming and esports company based in Mumbai, has teamed
In a groundbreaking move, Nazara Technologies, a leading gaming and esports company based in Mumbai, has teamed up with the Open Network for Digital Commerce (ONDC) to launch gCommerce, an innovative in-game monetization platform. This partnership marks a major step in bridging the worlds of gaming and e-commerce, providing game developers with a new and scalable way to earn revenue.
gCommerce offers a seamless way to integrate e-commerce into gaming experiences, enabling players to make purchases without leaving their games. This new platform is expected to solve a persistent challenge for Indian game developers—low in-app purchase (IAP) conversion rates and underperforming ad revenue.
gCommerce is a game-changing platform that allows game developers to monetize their games in a completely new way. By incorporating e-commerce features directly into games, players can make real-time purchases while they continue to play. This integration opens up new revenue streams for developers, offering them an opportunity to earn affiliate commissions on every successful transaction made by players.
Instead of relying solely on traditional in-app purchases or ads, developers can now tap into the vast potential of India’s booming e-commerce sector. Players can shop for a wide range of products without interrupting their gaming experience—everything from electronics to lifestyle products can be purchased through the platform.
The collaboration between Nazara and ONDC is a game-changer for the Indian gaming industry. By using an affiliate revenue-sharing model, game developers can earn commissions every time a player buys a product through the gCommerce platform. This model gives developers an additional and scalable way to monetize their games—beyond the conventional options available today.
Moreover, the integration with ONDC’s vast network will ensure a diverse selection of products for players. ONDC (backed by the Indian government) is building an open, interoperable digital commerce network, which will allow the gCommerce platform to connect with a wide array of sellers across more than 10 different categories. This means that game developers will have access to a rich variety of products that players can purchase while enjoying their games.
The real beauty of gCommerce lies in how it enhances the user experience. Traditionally, in-app purchases or ad-driven monetization can be disruptive to the gaming experience. Players might be interrupted by pop-up ads or forced to leave the game to make a purchase. With gCommerce, however, players can continue enjoying their gaming experience while browsing and buying products without disrupting the flow.
This seamless shopping experience is designed to allow gamers to make informed purchases, whether they’re looking for new gaming accessories, merchandise, or even everyday items like electronics or clothing. All of this happens while they are actively engaged in their games.
Nazara Technologies’ CEO Nitish Mittersain expressed his excitement about the launch of gCommerce, stating, “We are excited to announce the upcoming launch of gCommerce through our integration with the ONDC Network. This marks a significant step in our mission to empower game developers with effective and innovative monetization solutions. We’re not just creating new revenue opportunities for developers, but also enriching the overall experience for our gamers.”
ONDC’s CEO T Koshy also praised the partnership, saying, “Nazara’s entry onto the ONDC Network with gCommerce is a testament to the versatility of the platform. By bringing e-commerce into the gaming ecosystem, we are paving the way for a seamless blend of entertainment and shopping. This adds value for players, developers, and the broader digital commerce network.”
Currently, gCommerce is in a soft launch phase, with the platform expected to be fully available to game developers starting in the first quarter of fiscal year 2026. As the program grows and more developers sign on, gCommerce could potentially become a significant player in the Indian e-commerce and gaming industries.
This timeline gives developers a chance to test out the platform and integrate it into their games before it becomes widely available. The soft launch phase will allow for any adjustments to be made based on feedback from the initial users, ensuring that the final version meets the needs of both developers and players.
Indian game developers have long struggled with monetization. While games can attract millions of players, converting those players into paying customers has often been difficult. Many games rely on ads or in-app purchases to generate revenue, but these methods have often proven inefficient, particularly in a competitive market.
With gCommerce, developers are getting a chance to tap into the massive potential of affiliate marketing and e-commerce, which could boost their earnings significantly. Instead of depending on limited revenue streams like ads or in-app purchases, developers can now benefit from the broader e-commerce landscape.
The integration with ONDC’s growing network also opens the door for more diverse products, allowing developers to offer gamers a range of items that could appeal to them both inside and outside of the game world. Whether it’s gaming hardware or lifestyle products, the possibilities are vast.
For gamers, gCommerce means a better, more integrated shopping experience. Instead of having to leave the game to make a purchase or being interrupted by ads, players can browse products while they play and make purchases seamlessly. Whether you’re looking to upgrade your gaming setup or just pick up something fun, gCommerce makes it easier than ever to shop while having fun.
Additionally, gamers will have access to a wide variety of products, as the platform connects to more than 10 product categories through ONDC. This means a richer selection of products, all available with a click of a button while you continue enjoying your game.
As gCommerce continues to grow and evolve, it has the potential to change the way games are monetized in India. With its seamless integration of e-commerce into the gaming world, it could serve as a model for similar platforms in the future.
For developers, it represents a new era of revenue opportunities. And for gamers, it provides a more engaging and enriching experience that blurs the lines between entertainment and shopping.
With gCommerce and ONDC’s open digital commerce network, the future of gaming and e-commerce in India looks brighter than ever.
