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Microsoft launches ‘The Gear Off’ challenge on Facebook
MUMBAI: Software major Microsoft has launched an online multiplayer challenge on the Xbox console.
Microsoft is inviting gaming fans to get a team of 4 Gears together and take part in ‘The Gear off‘challenge that will see winners being crowned as the ultimate GoW players in the country. The aim is to promote the upcoming ‘Gears Of
War 3‘ game.
Gaming fans can log on to http://on.fb.me/thegearoff and register their team. Only two teams will survive; and the finalists will be a part of an immersive GoW3 gaming challenge in Delhi.
All members of the winning team get a Kinect sensor each, Gears of War 3 CDs and Gears of War merchandise. Runners up get a GoW 3 CD each with Gears of War merchandize. The three runner-up teams will win Gears of War merchandise. Fans can also cheer for a team and win Gears of War T-shirts and limited edition posters.
Along with the contest, also gone live is the pre-order for Gears of War 3. The game officially launches on 20 September. Before that, fans can pre-order the third edition of the Gears of War, a game for Microsoft Xbox at the Microsoft India Online Store – www.microsoftstore.co.in as well as select retail outlets across the country.
The new game marks the final chapter to the saga. With all pre-orders, fans can redeem an additional multiplayer character, by choosing between Commando Dom and Mechanic Baird.
Developed by Epic Games exclusively for Xbox 360, ‘Gears of War 3‘ plunges players into a tale of hope, survival and brotherhood. The trilogy comes to an end with this new addition starring Marcus Fenix and Delta Squad. With civilization in ruins, Delta Squad must wage brutal war on two fronts in order to save their world. ‘Gears of War 3‘ continues to innovate with new multiplayer experiences on Xbox Live, including the cooperative campaign mode and the return of five-player Horde mode.
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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.
