Asia
OS Studios Appoints Ishaan Arya as Country Manager for India Expansion
OS Studios, the global fan experience agency born from gaming culture, today announced the appointment of gaming, esports and live events veteran Ishaan Arya as Country Manager for India.
Arya will spearhead the agency’s expansion across newly established hubs in Bengaluru, New Delhi, and Mumbai.
OS Studios, a Project Worldwide agency, recently entered the Indian market to deploy its signature ‘Fan Z’ playbook, bridging the experience gap for brands looking to integrate into South Asia’s rapidly evolving gaming, esports and live events ecosystem. The expansion leverages the established infrastructure and production capabilities of sister agency George P. Johnson (GPJ) India.
“The future of gaming will be shaped by the communities that care about it most, and few markets embody that more than India,” said John Higgins, CEO of OS Studios. “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.”
OS Studios brings unparalleled global expertise, having delivered iconic experiential and broadcast campaigns like Call of Duty:
- Next, League of Legends Fanfest at Worlds,
- Major League Rugby,
- Ultimate Sevens,
- Red Bull Basement World Final,
- Red Bull Homeground 2025,
- TikTokLiveFest EU 2025,
- Riot Games’ Arcane Season 2 Launch Campaign,
- NBA 2K League, to name a few.
In his new role, Arya will oversee all operations, drive strategic brand partnerships, and scale the agency’s local capabilities in the region.
“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.”
Arya brings over a decade of industry expertise to the role. He previously co-founded esports powerhouse The Esports Club and most recently served as Vice President of Partnerships at Nodwin Gaming, where he led Comic Con India.
“A massive gap remains between brand intent and authentic community engagement in India,” said Arya. “I’m thrilled to leverage Project Worldwide and GPJ India’s operational strength to build culture-defining experiences for brands and fans alike.”
His appointment signals OS Studios’ commitment to embedding hyper-local expertise into its global framework.
Under Arya’s leadership, OS Studios India will offer full-service capabilities, including:
- Brand Strategy & Activation: Authentic integration blueprints for non-endemic brands.
- Live Event Operations: Large-scale experiential gaming and community activations.
- End-to-End Broadcast Production: World-class live streaming and event production.
- Creator Management: Cultivating and scaling local gaming influencer campaigns.
- Community Building: Developing and nurturing engaged fan communities around brands and IPs.
