e-commerce
Tyroo & Nazara to enable e-commerce in mobile games
MUMBAI: Tyroo Technologies, today, announced its partnership with India’s leading mobile game publisher and developer Nazara Games, to power their mobile game ‘Nazara Cricket’; riding on the cricket fever in India with the upcoming World Cup T20. Through this partnership, gamers soak on the spirit of cricket as well as get a chance to shop for their favorite merchandise and avail special e-commerce deals while staying within Nazara Cricket’s app. Going forward, Tyroo will also be powering all other mobile games of Nazara, including the crowd favorites like Chhota Bheem Race Game, Cut the Rope: Magic and Virat Cricket etc.
It is a major leap in mobile game monetization as Nazara moves beyond interruptive advertising. Nazara will now offer contextual and personal experience to the consumer. In this first of a kind gaming integration, high-affinity products will be curated to the gaming users using Tyroo’s Native Commerce Ad platform. Tyroo’s Native Commerce Platform can curate from more than 20 million SKUs across e-Commerce brands today. On the basis of customer preferences and insights obtained from Nazara, Tyroo will offer relevant products to gamers.
Speaking about the partnership, Siddharth Puri, CEO, Tyroo Technologies, said “The mobile gaming industry in India is poised to grow exponentially with the unprecedented rise of mobile-first population and Internet penetration. While our first phase was about digital commerce influencing customer choices by capturing their decisions, our objective now is to have a destination-less shopping experience. Nazara has always remained ahead of the innovation curve and this initiative to create a consumer to product relationship with enriched data will definitely help influence, engage and convert audiences into actual paying customers.”
Commenting on the partnership, Manish Agarwal, CEO, Nazara Technologies said, “Nazara’s IP based games have a huge fan following. IP based gaming builds a highly engaged community with context of gaming and we are offering a great opportunity to e-commerce companies to showcase their relevant merchandise to the millions of engaged fan boys/girls of the IP. This association with Tyroo will allow us to offer gamers on the Nazara network a very contextual shopping experience without interfering in the core game play.”
Tyroo’s Native Product Ads technology has been developed keeping consumers at the epicenter of the mobile advertising ecosystem. While other e-commerce ads overwhelm and confuse a consumer by showing different products to choose from, Native Product Ads only show relevant products as per consumer interest, reducing their efforts of buying products online.
Native Product Ads technology allows different formats for app developers based on their mobile app design, font and layout and drive purchase via Product Discovery. It also enables advertisers to monitor native product ad performance through an in-built dashboard and accordingly use product analytics to create more engaging content for the audiences.
e-commerce
Amazon unveils first Trustworthy Shopping Experience Report
32,000 bad actors targeted, 15 million fake products removed in 2025.
MUMBAI: In a marketplace where trust is the real currency, Amazon is showing its receipts. Amazon has released its first-ever Trustworthy Shopping Experience Report, offering a detailed look at how it polices its vast digital shelves from counterfeit crackdowns to scam detection and review authenticity. At the heart of the report is a four-pronged strategy, proactive controls, risk anticipation, enforcement against bad actors, and consumer protection. The scale is staggering. Since 2020, Amazon’s Counterfeit Crimes Unit has pursued over 32,000 bad actors globally through litigation and criminal referrals spanning 14 countries.
The clean-up drive accelerated in 2025, with the company identifying and disposing of more than 15 million counterfeit products worldwide. Legal action also led to the takedown of over 100 websites linked to fake reviews and scams, an ongoing battle in the age of algorithmic manipulation.
Behind the scenes, artificial intelligence and machine learning are doing the heavy lifting. Amazon says it monitors billions of daily interactions across listings, reviews, and seller activity to spot trouble before it surfaces. Its predictive systems can even flag potentially infringing listings for trending products before brands raise the alarm.
Tools like Omniscan, which verifies product safety information at scale, and SENTRIX, designed to detect and eliminate phishing websites, are part of this expanding tech arsenal. Together, they aim to reduce risk while keeping the platform usable for legitimate sellers.
That balance between protection and friction is a tightrope Amazon acknowledges. Rohan Oommen, Vice President of Worldwide Customer and Partner Trust, noted that while safeguards are critical, they must not stifle genuine businesses. Features like the Account Health Dashboard are meant to give sellers clearer visibility into compliance and performance.
Consumer-facing measures are also getting sharper. From direct safety alerts to recall notifications and refund guidance, Amazon is leaning into transparency, backed by partnerships with consumer organisations to raise awareness.
The report’s release follows the expansion of Amazon’s Counterfeit Crimes Unit into India, signalling a deeper push into one of its fastest-growing markets, with closer coordination planned between brands, sellers, and law enforcement.
In short, as online shopping grows more complex, Amazon is betting that trust built through data, enforcement, and a fair bit of algorithmic vigilance will be its most valuable product yet.
