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Zapak launches Codemasters’ International Cricket 2010
MUMBAI: International Cricket 2010™, the latest game to join Codemasters’ best-selling cricket portfolio, was showcased for a special preview by online gaming company Zapak.
This game was unveiled by fast bowler Ishant Sharma and actress Prachi Desai who also were the first ones to pre-book the game.
Produced by Codemasters and developed by Trickstar Games, the Australian developer with a pedigree that includes Ashes 2009 and the Brian Lara series, International Cricket 2010 will look to set a new standard in cricket gaming. This title will look to redefine cricket experience on consoles with special features.
The game is scheduled to hit the retail stores on 18 June. It is published for the Playstation 3 computer entertainment system and Xbox 360 video game and entertainment system from Microsoft. Pre booking now open on www.zapakshop.com.
User can smash home 90mph+ deliveries and thunder down the track to bowl from Action Cam’s new on-field perspectives.
There is also a ‘Power Stick’ which delivers 360° degree batting control and gives players the widest selection of shots possible, from pushing quick singles to riskier slogs to the boundary.
Desai said, “I think that cricket games are as exciting as a live match. I am a huge fan of Ashes 2009 and have already booked a copy of International Cricket 2010. I tried playing this game and it was an awesome experience. For once I felt that I am actually playing a live game on a cricket pitch.”
Zapak COO Arun Mehra said, “Cricket is a passion in India and International Cricket 2010 will take this passion onto a whole new level. International Cricket 2010 promises the most immersive and engaging gameplay with action like never before to all cricket enthusiasts. We know that International Cricket 2010 will be the most selling console game in India on PS3 and XBOX 360.”
Codemasters CEO Rod Cousens says, “The significance of the alliance with Reliance Big Entertainment is being rapidly demonstrated. Within the group, Codemasters will leverage the market leading status of Zapak Digital Entertainment in India to publish International Cricket 2010. This partnership with Zapak Games takes our genre-leading Cricket series to its biggest potential audience ever.”
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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.
