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MTS partners UTV Indiagames to launch ‘Games on Demand’
MUMBAI: UTV Indiagames has partnered with Internet services provider MTS to offer their ‘Games on demand‘ (GoD) service to all the MBlaze customers.
GoD is an online gaming subscription service provided via broadband.
MTS‘ MBlaze users will get unlimited access to gaming content for price starting Rs 49 per month. Once downloaded, the service allows the user to play the offered games multiple times. The games offered include Need For speed, Battlefield 2, FIFA and Cricket.
MTS India director value added services and product development Sergey Korobov said, “At MTS, our endeavour has been to cater to the demand of today‘s ‘on the move generation‘ by providing seamless access to high speed mobile broadband as well as high quality online content. A first of its kind service, GoD provides access to more than 350 games.”
UTV Indiagames CEO Vishal Gondal added, “In our attempt to make gaming a main stream mode of entertainment across the country, this tie up with MTS is the perfect integration. Offering GoD through wireless connection is the perfect fitment to reach out to the users. With world class content provided across platforms through GoD we want to make sure that users gain access to quality content across platforms.”
All gaming titles offered are official titles licensed from major global publishers like EA, Codemasters, Microsoft, Atari spanning across genres like Action, Arcade, Adventure, Racing and Sports.
The packs available are silver plan (Rs 49 per month for 30 games), educational plan (Rs 99 per month for 50 games), gold plan (Rs 99 for 250 games) and platinum plan (Rs 199 per month for 350 games), the company said.
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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.
