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Sony Computer Entertainment brings Buzz to India
NEW DELHI: Sony Computer Entertainment Europe (SCEE) brings up the Buzz, quiz games in India following its success across world. At an event in Mumabi, Buzz: The Maha Quiz was launched amidst much panache and fanfare. The event saw talent from cricket and bollywood, Sreesanth, Neil Mukesh and Sonia Mehra inaugurated Buzz. Bursting with over 5,000 questions Buzz: the Maha Quiz offers players questions on trivia ranging from celebrities to nature to sports to history, and claims to have something for everyone. The uniqueness of Buzz is the relevance of questions to Indian consumers developed in collaboration with Derek O‘Brien and associates. Buzz: the Maha Quiz has been developed by the BAFTA winner Relentless Software and promoted by SCEE in India. Sony Computer Entertainment country manager Atindriya Bose said, “Buzz enjoys a tremendous fan following across the globe because of three key elements – accessibility, character and sociability. Three new rounds have been added alongside some old favourites, with the final round revamped to make the game more competitive to the very end making for an even more exciting conclusion. With all this, plus more characters and refined multiplayer features, The Maha Quiz boasts to delight quiz fans whilst also serving as the perfect introduction to the Buzz series on PlayStation.
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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.
