Nazara And ONDC Join Hands To Introduce ‘gCommerce’ For In-game Monetisation

Nazara Technologies, a diversified gaming and sports media platform, has partnered with the Open Network for Digital Commerce (ONDC) to introduce ‘gCommerce,’ a platform that integrates e-commerce within games. This new initiative seeks to address the challenges faced by Indian game developers, such as low in-app purchase (IAP) conversion rates and limited returns from advertising.

The gCommerce platform, designed to offer a scalable revenue stream for developers, integrates an affiliate revenue-sharing model, enabling developers to earn commissions from transactions initiated by players through the platform. This integration leverages India’s expanding e-commerce market to create new opportunities for game developers to monetize their games.

ONDC’s involvement, with its expertise in creating an open, interoperable digital commerce network, offers that the gCommerce platform connects with a broad spectrum of sellers across over 10 categories. This diversity enhances the gaming experience by enabling players to make purchases without leaving the game.

Nitish Mittersain, CEO of Nazara Technologies, stated that the collaboration with ONDC is a key step in offering developers more monetisation options while also enhancing the gaming experience for users. T Koshy, CEO of ONDC, noted that the integration of e-commerce into the gaming ecosystem will provide a seamless combination of entertainment and shopping, benefiting both players and developers.

The gCommerce platform is currently in a soft launch phase and is expected to be fully rolled out to game developers starting in Q1 of FY26.