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Reliance Entertainment Digital to consolidate gaming business under Zapak
Mumbai: Reliance Entertainment Digital, which runs two gaming brands Jump Games and Zapak Digital Entertainment under its portfolio, is consolidating its gaming business under the brand name ‘Zapak‘.
With this, Jump Games, a developer and publisher of mobile games, apps and content, will be re-branded and re-christened as Zapak Mobile Games.
Reliance Entertainment Digital aims to leverage synergies between each of the gaming verticals and create a unified brand entity for its gaming operations with this move.
The integrated brand, Zapak, will now reach out to over 20 million gamers across the globe who would be able to access nearly 2000 games on the Mobile and Web, the company said.
Post the re-structure, Zapak Digital Entertainment will operate three business verticals: Zapak Solutions, Zapak Online & WAP Portal, and Zapak Mobile Games.
Zapak Solutions will specialise in providing Advergaming and Gamification solutions to brands across mobile and online platforms worldwide. Zapak Online and WAP Portal offers free casual games on web and mobile via its platforms – zapak.com & m.zapak.com while Zapak Mobile Games develops and publishes games across platforms for its Indian and global audiences.
Reliance Entertainment Digital CEO Manish Agarwal said, “This move is aimed at exploiting huge gaming potential on mobile and leveraging gaming synergies existing within the group to focus on ‘Mobile First‘, while leveraging on the Zapak brand name that is synonymous with gaming over the years. We stay committed to offering consumers and advertisers, the world-over, best-in-class options through highly engaging mobile games, easy to play & discover casual gaming destination and innovations in consumer engagement through Advergaming and Gamification solutions across all consumer touch points.”
Zapak Digital Entertainment will continue operations from its headquarters in Mumbai, India, with offices located in Pune, India and Chicago & LA, USA.
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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.
