Global gaming fan experience agency OS Studios has appointed industry veteran Ishaan Arya as its Country Manager for India. The strategic appointment is tied to the agency’s commercial entry into the South Asian market, where it is establishing a multi-city presence across newly set up operational hubs in Bengaluru, New Delhi, and Mumbai.
The entry of the international agency comes at a time when consumer brands are allocating higher marketing budgets toward interactive entertainment, live events, and competitive gaming. OS Studios, which operates under the global independent agency network Project Worldwide, plans to deploy its specialized community-focused playbooks in the country.
To establish its initial infrastructure and access domestic production facilities, the agency is tying up with its corporate sibling, George P. Johnson (GPJ) India, an established experiential marketing firm.
Domestic Roots
The domestic digital entertainment and live broadcast market has historically been fragmented, with brands often struggling to establish deep roots within localized gaming communities. By bringing in local leadership, the company intends to establish a direct connection with the domestic audience rather than managing campaigns from overseas offices.
"To build something meaningful, you have to be part of the culture, not looking in from the outside. Ishaan understands that better than anyone. He’s exactly the kind of leader we want building the future of OS Studios in India," Higgins stated.
In his new capacity, Arya is tasked with supervising daily business operations, securing commercial partnerships with corporate brands, and expanding the firm's physical and technical infrastructure in India.
The future of gaming will be shaped by the communities that care about it most, and few markets embody that more than India.— John Higgins, CEO, OS Studios
He brings over ten years of operational experience to the company, having previously co-founded regional esports organization The Esports Club, and most recently served as the Vice President of Partnerships at Nodwin Gaming, where he managed the portfolio for Comic Con India.
Bridging Gaps
Corporate marketing investments in the gaming sector have seen steady growth, yet many campaigns fail to resonate with core enthusiasts due to a superficial understanding of consumer habits. Industry executives believe that combining global production standards with local execution capabilities will address this commercial mismatch.
"Brands are investing heavily in Indian gaming, but true fan experience is too often an afterthought," said Rasheed Sait, Chief Growth Officer for India and South Asia at Project Worldwide. "Alongside GPJ India’s experiential footprint, OS Studios will set a new standard for fan engagement in the region," Sait added, highlighting the collaboration between the sister agencies.
The expansion comes on the back of OS Studios’ international portfolio, which includes broadcasting and experiential management for properties such as Call of Duty: Next, League of Legends Fanfest at Worlds, Major League Rugby, Red Bull Homeground, and Riot Games’ Arcane Season 2 launch campaign.
Expressing his view on the operational challenges in the current market, Ishaan Arya, Country Manager for India, noted that a considerable mismatch persists between what corporations want to achieve and how they interact with real users.
"A massive gap remains between brand intent and authentic community engagement in India. I’m thrilled to leverage Project Worldwide and GPJ India’s operational strength to build culture-defining experiences for brands and fans alike," Arya said officially.
The Indian division under Arya will establish full-service workflows covering corporate brand strategy, experiential live event management, broadcast production for digital streaming, influencer campaigns, and independent community development.
About Company
OS Studios is a global fan experience agency originating from gaming culture, specializing in live broadcast production, event execution, and community strategy. As a member of the Project Worldwide agency network, the firm creates commercial content and experiential campaigns connecting international brands with the gaming and esports ecosystem.
