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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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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
