iWorld
MX Player witnesses a big jump in consumption on its gaming platform
KOLKATA: Democratizing entertainment with offerings ranging from video streaming, original web series, live TV, audio streaming and gaming – MX Player has stayed true to its vision of providing Indian audiences with “Everytainment”.
With the huge proliferation of smartphones and cheap data, gaming has evolved far beyond consoles and personal computers. Mobile platforms have become the most significant segment of the gaming industry. Having launched its gaming feature in February this year, Games on MX Player has grown exponentially, going from 9 hyper-casual games to over 60 games, that is now available across its Android and iOS apps.
MX’s approach, like it had been across all its products, has been to create a platform for partnering with gaming giants Nazara, Gamezop, Gamespix and Google games Snacks amongst others. Its inventory ranges across categories from popular Indian board games to strategy, quiz, racing, arcade, sports, action and more to cater to the diverse gaming interest of the users.
MX has also built various product layers on top to make the gaming experience and ecosystem more robust and alluring. The gaming platform now also has virtual currencies, PvP battles, tournaments and leaderboards, real-cash prizes and social features to provide an immersive gaming experience.
The online gaming market has greatly benefitted from a nationwide lockdown. Reports from BARC India & Nielsen suggest that in 2020, the time spent on online gaming has grown by 44% in mid-May from around 11 per cent in mid- March.
Over the past few months, MX Player has seen a big jump in consumption on its gaming platform, having grown to 25m Monthly Active Gaming Users, and is seeing engagement north of 70 minutes/user per day.
Given consistently low mobile internet costs and its existing depth of penetration, the platform has successfully welcomed India’s new digital audience to the app ecosystem and sees over 50 per cent traction coming in from Tier II markets and beyond.
MX Player CEO Karan Bedi commented, "The past few months has seen supercharged growth for MX as a platform, across video, games and music. the COVID pandemic has seen Digital first, at home businesses move to the mainstream of life in India."
MX Player COO Vivek Jain noted, “MX Player hosts a slew of hyper casual mobile only games that cater to both regular and new gamers. To give a consistent flavour of freshness to our users, we have been adding four-five new games every week since May. As a result, the time spend per user is skyrocketing and is up 180 per cent over the four-month pandemic period. We have curated and built these games with an India first mindset featuring popular household games like – Ludo, Cricket and Carrom. With our pervasive presence across demographics, we intend on making gaming experience democratic, and act as a one-stop solution to all entertainment needs of Indians.”
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
