Reliance consolidates all gaming businesses under Zapak brand

Reliance Entertainment has consolidated all its gaming businesses, including Jump Games, under the Zapak brand name.

Under the new structure, Zapak will include three divisions:

• Zapak Solutions: Advergaming and gamification solutions across mobile and online platforms
• Zapak Online & WAP Portal: Free and freemium casual games
• Zapak Mobile: Mobile game development for Indian and global audiences

With this consolidation, Jump Games will now be called Zapak Mobile Games.

The move comes as a bit of a surprise, especially after Reliance had significantly cut down its investments in Zapak properties, as recently revealed to MCV by Reliance Entertainment Digital CEO Manish Agarwal.

The Zapak brand has, however, been the subject of several high-profile marketing and big-budget advertising campaigns in the past, and this move could have taken to leverage its strong brand recall.

It’s worth noting that Reliance’s packaged games business, which includes its distribution of Codemasters console and PC games, hasn’t been included under the Zapak umbrella. Game distribution is currently handled by Reliance Home Video and Games.

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