iWorld
Users want interactive, social experiences on smartphones during IPL: Study
Mumbai: The mobile users now look for more interactive, social experiences on their smartphones during live IPL matches, according to the report titled ‘IPL and the Second Screen’ released by Glance on Tuesday. 70 per cent of IPL viewers use smartphones during the matches, with the majority consuming cricket-themed content parallelly on various platforms, revealed the study.
Expert commentary, live watch-along, polls and quizzes, contests, cricket games, and fantasy cricket were amongst top choices for content consumption on phones during the matches. Content-led marketing on the second screen emerged as one of the key strategies for brands to cut through the IPL media clutter, the report stated.
Close to 70 per cent of respondents identified themselves as ‘die-hard fans’ of IPL, and 72 per cent said that they will be watching every IPL match. Findings further revealed that while 69 per cent watch IPL on television, 61 per cent said that they also watch matches on their smartphones. The study found that content themes that are gaining popularity include live reaction videos of celebrities watching matches, behind-the-scenes snippets, unknown facts about favourite players, and expert match analyses.
The survey further asked these respondents about the types of content they would like to interact with during the IPL matches. 56 per cent said they would like to take part in live watch parties with celebrities, and 53 per cent said they would participate in social media polls and quizzes on the match. 49 per cent opted for cricket games or fantasy cricket on various apps, while an equal percentage of them said they would bet on live matches. For brands and advertisers, this showed that interactive content formats will be one of the biggest engagement drivers to connect with audiences during the IPL.
The Glance report outlined strategies that brands can leverage to tap into this growing trend of consuming second screen content during the IPL. These included using branded storytelling around cricket, launching customized polls and quizzes, designing watch parties with celebrities, and more, on popular platforms.
When asked about ads that audiences would not mind engaging with, 54 per cent of respondents chose branded polls and quizzes that test their cricket knowledge, closely followed by ads that involved winning a contest. 48 per cent of users preferred influencer and celebrity-led ads, with an equal percentage voting for ads that lead to good shopping or dine-out deals.
“IPL is a social phenomenon, both in the offline and the virtual world. People not just love watching cricket, but also love engaging with mobile content that gives them a 360-degree experience of the IPL and allows them to become a part of a community,” said InMobi Group co-founder and president and Glance COO Piyush Shah.“The evolving nature of IPL and the rise of interactive cricket content consumption on second screens, led by smartphones, allows brands to cut through the clutter of IPL, and connect with their audiences in a meaningful and impactful way.”
Gaming
Roblox appoints Sunil Rao as India managing director to drive growth
Former AWS leader to lead creator ecosystem, partnerships and local strategy
MUMBAI: Roblox has appointed Sunil Rao as managing director for India, as the company looks to deepen its footprint in one of its fastest-growing markets.
Rao, who will join in May, will serve as the senior-most representative for Roblox in India, leading local strategy, partnerships and day-to-day operations. His mandate includes strengthening the platform’s presence, supporting the creator ecosystem and aligning India’s market needs with global priorities.
A key focus area will be nurturing India’s growing community of developers and creators, enabling local studios to leverage Roblox’s tools for scaling and monetisation. Globally, the platform’s creator community earned over $1.5 billion in 2025, underlining the economic potential of user-generated content ecosystems.
“Roblox is at the forefront of enabling a new generation of creators and games. India’s scale, creativity, and entrepreneurial energy present a massive opportunity,” said Rao. “I’m excited to build a vibrant and inclusive ecosystem that empowers developers and creators across the country. Ensuring child safety and aligning closely with India’s regulatory framework will be among my top priorities.”
Welcoming the appointment, Roblox vice president international Zhen Fang said India represents a high-potential market for the company. “Sunil brings deep expertise in building operations across diverse markets, and his passion for community-centric platforms makes him the ideal leader to drive our next chapter of growth in the country.”
Rao brings over two decades of experience across technology platforms, venture capital and developer ecosystems. He was previously part of the leadership team at Amazon Web Services, where he led strategy and corporate business development across Asia-Pacific and Japan. He also served as a partner at Lightspeed Venture Partners, working closely with startups and founders.
Earlier in his career, Rao played a key role in building developer ecosystems at Symbian, Nokia and Google, contributing to the growth of major mobile and internet platforms.
With India’s large youth population and rapidly evolving digital landscape, Roblox’s latest leadership move signals a sharper focus on long-term growth, local relevance and creator-led innovation in the market.
