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Double Fusion and THQ sign multi title In game advertising deal
MUMBAI: Double Fusion announced that it has added upcoming titles from THQ Inc. to its premium network. The agreement grants Double Fusion advertising representation across certain platforms for a number of THQ‘s anticipated titles. The roster includes games based on the Juiced , MX vs ATV and Stuntman franchises. “Through the new console cycle, we see an increasing opportunity to incorporate both integrated and dynamic in-game advertising into many of THQ‘s owned franchises,” said THQ North American sales and distribution senior vice president Scott Guthrie, “We look forward to working with Double Fusion and their prominent group of advertisers to deliver programs that both drive awareness for our ad partners and serve to enhance players‘ overall gaming experience.” Double Fusion will offer marketers the opportunity to reach players of THQ‘s leading properties by incorporating their brands into actual gameplay. The games will also feature an array of dynamic advertising placements, allowing advertisers to reach millions of gamers through real-time media buys. Double Fusion also offers consumer targeting, measurability, and flexibility in delivering advertising content. Says an official press release. “THQ‘s top games reach an enormous audience, critical to effective advertising,” said Double Fusion president and CEO Jonathan Epstein, “The addition of these next generation franchises allows us to offer an even more robust network to brands and marketers.”
The agreement with THQ underscores Double Fusion‘s commitment to offering their advertiser and agency partners a wide array of in-game advertising opportunities. Double Fusion is currently seeking approval of their technology for all console platforms.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
