Applications
Zapak launches Facebook application
MUMBAI: Zapak.com, the online gaming portal from Reliance ADAG, has launched a new application for the popular social networking site Facebook.
With this launch, Zapak games will feature on Facebook application platform.
The company has made available over 30 different games at present. The users need to add the application to their profile to play the games.
Zapak has focused primarily on casual gaming which includes sports, arcade, strategy and action games like Ice Hockey, Street Soccer, Speedway Racing and School Cricket among others.
Zapak VP – product Deepak Abbot said, “Zapak has always believed in reaching out to all gaming enthusiasts and provide them with the best gaming content available. Many of our users visit Facebook frequently and this application will offer them their favourite games even when they are not on Zapak.com. With this they can challenge all their friends for all games and publish their wins to show it off on their profile.”
The application allows users to select games and challenge their friends including those who haven’t installed the Zapak application.
The application also provides a feature – ‘trophy cabinet’ – wherein each user can fill up and show-off their trophies to friends. Users win trophies in each game that they play. Medals are also given on every challenge.
Applications
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.
