iWorld
Free Fire’s creator Total Gaming inks exclusive NFT partnership with Stan
Mumbai: Bengaluru-headquartered blockchain-based esports fan engagement platform Stan has announced entering into a strategic non-fungible token (NFT) partnership with the world’s most-followed and popular Garena Free Fire creator and Asian gaming creator – Total Gaming aka Ajju Bhai. The idea and objective behind this collaboration is to create an ecosystem for Total Gaming fans to engage with them optimally through the use of NFTs and other perks. As a part of this collaboration, Stan has now secured the exclusive rights to create and sell NFTs of Total Gaming. Furthermore, the partnership enables Stan users to get access to multiple interactions with Total Gaming, mainly through Instagram Shout-outs and Play-a-Match services curated by Stan.
Stan co-founder & COO Nauman Mulla said, “As a new-age fan engagement startup working with and for the gaming and esports community in India, Stan is committed to partner with the best talents in the industry, and also to empowering fans and bringing them closer to their favourite esports creators by using NFTs and the marvels of web3. And to that end, Total Gaming aka Ajju Bhai, being one of the most followed and popular esports creators in India and the world, was a must for us to tie-up with. We are delighted to announce that our engagement with Total Gaming going forward, shall enable Stan users over the short-term to get to interact and play with the creator, i.e., Total Gaming himself, whereas in the long run, we at Stan will be additionally hosting multiple mega fan fests and unlocking other valuable fan experiences for Total Gaming’s fans.”
Creator Ajay (Total Gaming) said, “I am excited to be a part of Stan’s journey. That will enable my audience to engage with me on a whole new level. With this collaboration, we are aiming to reach unprecedented and seamless levels of new-age engagement with my fans and followers.”
Notably, Total Gaming was started officially as a Youtube channel back in 2018 by Ajay (fondly known as Ajju Bhai), with the sole intent of entertaining and engaging with the gaming community on the Internet. Over the years, Total Gaming’s popularity and follower-base have skyrocketed exponentially, with its content entailing multiple games like Call of Duty Mobile, Minecraft, GTA5 and BGMI (formerly PUBG), apart from Free Fire content creation actively – which has been the major factor in driving the channel’s growth. As of date, Total Gaming has acquired over 42 million subscribers across multiple channels and has had over 6.5 billion collective views on Youtube, as well as over 3.4 million followers on Instagram.
On the other hand, Stan is a platform that allows fans to get a chance to collect, play, and trade the collectibles and NFTs of their favourite esports players and content creators, via which they will win various perks and rewards. Besides leading Indian Free Fire creators like Total Gaming, Stan has also already inked NFT-related partnerships with multiple leading Battlegrounds Mobile India (BGMI) creators in the country.
iWorld
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
