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Zapak targets women with Zapakgirls.com
MUMBAI: ADAG‘s gaming portal Zapak.com is now looking to rope in female users with the launch of Zapakgirls.com. The portal promises to offer international quality games which have simple yet mind tickling gameplay. The various genres of games available are strategy, puzzles and arcade.
Additionally, there is a special audio-video tarot forecast and forums dedicated to women. Other features include fashion forecasting by designers and fashion gurus of India, Experts giving advice on various topics like ayurveda (Dr. Shailendra) and allopathy (Dr. Manju Sachdev) and audio-video series on things girls would love to know about like cooking, car care and self defence techniques. The upcoming features on Zapakgirls.com include a section on women achievers and girls who have done something remarkable to be given a place in a section called girl of the week. To keep the excitement going, contests and gratifications will soon find way into Zapakgirls.com. | ||
Two of the most popular games are Diner Dash 2, in which the player earns points by swiftly serving the customers at a restaurant and Plantasia, where the player has to dig the ground, plant seeds, water plants to make them grow and earn points by harvesting the flowers. Zapak Digital Entertainment Limited COO Rohit Sharma said, “In the US, women constitute over 50 per cent of the online casual gaming community. They prefer games requiring lesser instructions and time to play. It‘s time we pampered this segment. According to reports tracking the activity of Indian women online, they have crossed the 12 million mark, which is 32 per cent of the total online population and this percentage has a potential to increase to 40 per cent in the next 2 years which makes it a fast growing segment. | ||
| Bollywood actress Malaika Arora Khan graced the launch. “Its now time for girls to have some fun and get gaming on Zapakgirls.com. Check out games like Diner Dash 2 and Plantasia, I had a lot of fun playing them. Women are an important target audience today and I‘m glad Zapak.com as created such an interesting package for us,” she says. | ||
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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.
