Gaming
Inox, Kwality Wall’s bring to you India’s first ‘CineGame’ experience
Mumbai: Kwality Wall’s on Wednesday announced its association with Inox to introduce ‘Trixy CineGame’ – India’s first gaming experience on the cinema screen. Kwality Wall’s launched a unique three-layered dessert called ‘Trixy blueberry cheesecake cup’ to bring in the year 2022.
Kwality Wall’s Trixy cheesecake is designed to give a parlour-like experience at home with three exquisite layers – crunchy cinnamon cookie, creamy cheesecake dessert and a delicious blueberry sauce. The unique multiplayer on-screen game brings alive the three layers of Trixy cheesecake dessert.
The unparalleled and interactive gaming experience allows moviegoers in Mumbai & Delhi to play a multiplayer game called ‘Trixy CineGame’ through their mobile phones. All one needs to do is join the game through their mobile phones on the CineGame App which they can download easily. The winners will receive surprise gift bags from Kwality Wall’s, but everyone is surely in for a great time.
Speaking on the occasion, Kwality Wall’s India, general manager Maya Ganapathy said, “Kwality Wall’s is all about fun and celebrating small joys in unique ways. We thrive in bringing innovative flavours and designs to our consumers every year through our ice creams and frozen desserts. One such launch this year is the Trixy blueberry cheesecake cup, a melange of delectable flavours and textures which brings together the blueberry and cheesecake trends that have swept India’s dessert lovers. We needed a partner to introduce this unique product in an engaging and equally unique way and who better than Inox to play this role! Cinema is a great place to embrace innovation and interactivity and we are glad to associate with a like-minded partner like Inox to bring this launch to life on the big screen.”
Inox Leisure chief sales and revenue officer Anand Vishal said, “At Inox, we are always upbeat about leveraging technology while providing our audience with experiences that engage and entertain them and bring value to our advertising partners. We are taking the captivating cinema feel to the next level by introducing a unique playing concept of ‘CineGame,’ making the breaktime ad-free and fun for the audience. This collaboration with Kwality Walls is a revolutionary step to make numerous touchpoints of the cinema journey, more innovative, engaging, and memorable.”
Mindshare Content+ and Partnerships senior vice-president Ajay Mehta said, “The Trixy cheesecake ‘CineGame’ experience is a winner because it brings together the 3 passions of movies, food & gaming this summer. Recreating the Trixy 3-layer product experience through a larger-than-life gaming format that is sure to thrill audiences.”
“ITV is proud to introduce ‘CineGame,’ a first of its kind cinema gaming experience at multiplexes this summer. We are happy to have Kwality Walls premiering the technology at Inox multiplexes. A truly innovative media format that would help brands reinforce their propositions through interactive brand experiences” said Kinetic India founder and managing director Ajay Mehta.
Gaming
India’s broadcasters say no to Fifa World Cup 2026
Fifa has slashed its asking price by 65 per cent but India’s broadcasters are still not buying
MUMBAI: The world’s biggest sporting event cannot find a single taker in the world’s most sports-mad nation. Fifa’s television rights for the 2026 World Cup remain unsold in India, and the clock is ticking loudly.
To shift the property, world football’s governing body has already swallowed hard and cut its asking price from $100m to $35m, bundling in the 2030 edition as a sweetener. It has not worked. Indian broadcasters have looked at the offer, done the sums and quietly walked away.
The reasons are brutally simple. The 2026 tournament, co-hosted by the United States, Canada and Mexico, kicks off in a time zone that turns India’s primetime into a graveyard shift. Most matches will air between midnight and 7am IST, a scheduling catastrophe for advertisers chasing mass reach. The 2022 Qatar edition was a gift by comparison, with matches dropping neatly into Indian evenings. North America offers no such luxury.
The market itself has also changed beyond recognition. The merger of Star India and Viacom18 into JioStar has gutted the competitive tension that once sent sports rights prices soaring. Where rival bidders once slugged it out, there is now a single dominant buyer, and it is in no hurry. JioStar has valued the rights at roughly $25m, a full $10m below Fifa’s already-discounted floor price. That gap has so far proved unbridgeable.
Broadcasters are also nursing a ferocious cricket hangover. Between 2022 and 2023, Indian media houses committed well over $10bn to cricket rights alone, covering IPL, ICC events and BCCI domestic fixtures combined. After a binge of that scale, appetite for a football package that delivers a fraction of the ratings, in the dead of night, is close to zero.
The economics of football broadcasting make the maths even harder. Cricket, with its natural breaks every few overs, is an advertiser’s paradise. Football offers a 15-minute halftime and precious little else. Recovering a nine-figure rights fee from a single half-hour ad window is a stretch at the best of times. These are not the best of times: the Indian government’s tightening grip on real-money gaming and gambling advertising has vaporised a category that once underwrote the economics of big sporting events.
Nor is the World Cup an anomaly. Indian Super League valuations have cratered. English Premier League rights have softened across successive cycles. The cooling of football as a broadcast commodity in India is structural, not cyclical.
With the tournament opening on 11th June, Fifa is running out of road. It may yet blink and meet JioStar at $25m. Or it may go direct, streaming the entire tournament on its own platform, Fifa+, or cutting a digital deal with YouTube, and hoping that a generation of Indian football fans finds its way there without a broadcaster to guide them.
Either way, the beautiful game’s Indian chapter is looking decidedly ugly.
