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Tata Sky partners with Hungama to launch Actve Games
NEW DELHI: Tata Sky has teamed up with Hungama Digital Media to launch its interactive gaming service Actve Games, which will have over 50 new games.
The launch was announced by cricketer Yuvraj Singh here today.
The new service is priced at Rs 40 per month, while to promote it initially, the company is offerring a 15-day free trial period.
Tata Sky chief marketing officer Vikram Mehra said that with the games costing just Rs 40 per month, it works out cheaper than the gaming console, which generally cost Rs 10,000. Even the total monthly package works out to Rs 999.
“These (interactive) services are no longer just value-added services; they are fast becoming the core business, which is why Tata Sky continues to innovate and build on its core offering of interactivity. Gaming could be the next big step after education,” Mehra said.
The service offers games across a wide variety of genres like sports, action, adventure, arcade, cards, and racing. Hungama Game Studio has created the games.
“At present, the games offered on most DTH platforms are quite basic. As a leader in offering superior technology, Tata Sky is introducing a completely new breed of TV gaming on Actve Games platform. This opens up a large market, not only in the larger cities, but also in the tier II, tier III cities and smaller towns.” added Mr. Mehra.
The biggest attraction, as claimed by the company, is the Yuvraj Singh Cricket Championship, which is conceptualised and developed by Hungama Game Studio and Yuvraj Singh himself. In this game, the players get an opportunity to step into the shoes of the cricketer, and are exposed to various challenges, which are derived from real situations in Yuvraj Singh’s cricketing career.
Hungama Digital Media MD and CEO Neeraj Roy said Tata Sky had established the first suite in the world for online games.
“Since the launch, the Actve Games pack has been getting an overwhelming response and with the availability of fresh content every week we at Hungama Game Studio hope to provide them with the ultimate gaming experience in the comfort of their own home,” Roy added.
The service aims at providing a total of over 50 different games which will be available throughout the year on Tata Sky Actve platform, with at least six of them for the subscribers to enjoy daily.
Yuvraj Singh told newspersons that he had always had a passion for online games but increasingly failed to find time with his cricketing assignments. However, he found the concept of cricket on Tata Sky very alluring and so helped to create the game.
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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.
