OS Studios, the global Project Worldwide agency known for building high-impact fan experiences for brands such as Pokémon, Call of Duty, the NBA, and Major League Soccer, has officially launched in India. 

The company will operate full-service offices in Bengaluru, New Delhi, and Mumbai, backed by sister agency George P Johnson India and the wider Project Worldwide network.

India’s business will be led by Nrupen Gutta, strategic partnerships and creator lead, along with Yadush Bose, director, growth and client success.

The move aims to bridge what the company calls an “Experience Gap” in India’s booming gaming and entertainment sector. Despite rapid growth and heavy investment in esports and gaming activations, fans often encounter weak broadcast production, mismatched brand partnerships, and underwhelming live events. OS Studios plans to tackle this by bringing its proprietary Fan Z Operating System to the market, offering end-to-end services spanning strategy, broadcast and streaming, experiential marketing, and content.

The agency serves as the global agency of record for the Pokémon World Championships and has produced projects for several major publishers and brands, including Activision, MLS, NBA, and Twitch. 

Its India operations will deliver this global expertise locally, supported by George P Johnson India’s production and experiential capabilities.

OS Studios India is already fully operational and in discussions with major brands and game publishers.

John Higgins, CEO, OS Studios, said, "The passion of the Indian gaming community is undeniable, and it represents a massive opportunity for brands to build lifelong loyalty. We are fully committed to this market and are thrilled to launch OS Studios India. We are excited to bring our global 'Fan Z' playbook to India.”

Rasheed Sait, chief growth officer, Project Worldwide, India/South Asia, added, "India is one of the most exciting and fastest-growing gaming markets in the world, but the fan experience has not kept pace with the investment. We are seeing major events with massive budgets fail on fundamental execution. This 'Experience Gap' is a huge disservice to both the brands and the passionate fans. OS Studios is here to fix that. We are not a traditional agency; we are audience experts who live and breathe gaming culture. We are here to bring the world-class, authentic experiences that Indian fans and brands deserve."