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Nazara and Lysto Partner to Launch Blockchain-Based Marketing Platform!

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Nazara

Nazara Technologies and Lysto have joined forces to introduce “The Growth Protocol,” a blockchain-based platform designed to revolutionize digital marketing. This innovative platform aims to provide a more transparent, equitable, and secure digital marketing ecosystem, addressing many challenges faced in traditional marketing practices.

Key Features of The Growth Protocol

Decentralized Marketing

The Growth Protocol leverages blockchain technology to enable decentralized marketing applications. This decentralization empowers users and developers to create applications that operate independently of centralized control, fostering a more inclusive environment for all participants.

Transparent Transactions

By utilizing blockchain, the platform ensures secure and transparent transactions, enhancing trust and accountability among users. This transparency is crucial for building confidence in digital marketing practices, which have often been criticized for their lack of visibility.

User Control

Users will have greater control over their digital identities, enabling them to participate more equitably in the Web3 ecosystem. This feature allows users to manage their data and interactions, reducing the risks associated with data privacy and security breaches.

Initial Launch and Future Plans

The Growth Protocol was officially unveiled at India Blockchain Week, where a private testnet was launched. The initial focus is on developing decentralized applications (dApps) specifically for game marketing, but the platform has broader ambitions to support various digital marketing use cases across different industries.

Roadmap for Development

As part of its future plans, Nazara and Lysto aim to collaborate with developers to create a suite of growth applications on the blockchain. These applications will cater to diverse marketing needs, from loyalty programs to targeted advertising campaigns.

Industry Impact

This collaboration between Nazara and Lysto has the potential to significantly impact the digital marketing industry. By harnessing the power of blockchain technology, The Growth Protocol aims to address longstanding challenges in traditional marketing, such as fraud, lack of transparency, and inefficient data management.

Addressing Marketing Challenges

The integration of blockchain can help mitigate issues like ad fraud by providing verifiable data on ad performance and user engagement. Moreover, it can facilitate direct interactions between brands and consumers, eliminating intermediaries that often complicate transactions.

The Future of Digital Marketing

As the Web3 ecosystem continues to evolve, initiatives like The Growth Protocol are paving the way for a more decentralized and user-centric future. By prioritizing transparency and user empowerment, this platform is set to redefine how businesses approach digital marketing strategies.

Growing Demand for Blockchain Solutions

With increasing interest in blockchain technology across various sectors, The Growth Protocol positions itself as a timely solution that meets the demand for innovative marketing solutions. As businesses look for ways to enhance their digital presence while ensuring data security and user trust, blockchain-based platforms are likely to gain traction.

Conclusion

The partnership between Nazara Technologies and Lysto to launch The Growth Protocol represents a significant advancement in the digital marketing landscape. By integrating blockchain technology into marketing strategies, this initiative not only enhances transparency and user control but also sets a new standard for how businesses engage with their audiences.

As more companies recognize the benefits of blockchain in addressing traditional marketing challenges, we can expect further innovations that will shape the future of digital advertising and consumer interactions. The Growth Protocol stands at the forefront of this transformation, promising a more equitable and efficient marketing ecosystem for all stakeholders involved.

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Pune’s SuperGaming Secures $15M to Expand in Emerging Markets

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Super Gaming

SuperGaming, the Pune-based gaming innovator known for hit titles like MaskGun and Indus Battle Royale, has raised $15 million in a Series B funding round, boosting its valuation to an impressive $100 million. This marks a nearly fivefold increase from its 2021 valuation of $21 million, highlighting the company’s rapid growth and the rising investor confidence in India’s booming gaming industry. The funding reflects SuperGaming’s strong market presence and strategic vision to become a global leader in online gaming. 

The funding round was spearheaded by Skycatcher and Steadview Capital, with significant participation from notable international investors including a16z Speedrun, Bandai Namco O21 Fund, Neowiz, and prominent Web3 financiers such as Polygon Ventures and Sandeep Nailwal. Existing backers like AET Japan and BACE Capital also continued their support. SuperGaming aims to utilize this capital infusion to expand its footprint internationally, focusing on emerging markets. A key initiative includes launching its award-winning game, Indus Battle Royale, in Latin America through a partnership with LOUD.GG, alongside rolling out its proprietary SuperPlatform developed with Google Cloud to empower game developers worldwide, especially in resource-constrained regions. 

CEO and Co-Founder Roby John emphasized that this funding milestone is crucial in shifting India from merely a gaming consumer base to a hub for gaming innovation. By adopting a “hyper-local” strategy that tailors games to diverse cultures in underrepresented markets like the Middle East and Latin America, SuperGaming is poised for global growth. With over 200 million installs and an expanding user base, SuperGaming’s recent fundraising solidifies its position at the forefront of India’s gaming revolution, ready to make a major impact on the international stage.

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Swiggy DeskEats: Office Food Delivery Launched in 30 Cities

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Swiggy

Swiggy, India’s leading online food delivery platform, has introduced DeskEats, a unique meal delivery service specifically designed for office-goers and working professionals across 30 major cities. DeskEats aims to streamline office dining by offering a diverse, office-friendly menu, making it easier than ever for corporate employees to enjoy convenient and delicious meals right at their workplace. By simply typing “Office” or “Work” in the Swiggy app, users can unlock curated collections like Value Combos, Stress Munchies, Healthy Nibbles, and Teamwork Bites, catering to every office dining scenario—from solo meals to team lunches and quick snack breaks.

Swiggy’s DeskEats is now operational in over 7,000 tech parks and business centers, granting office workers access to nearly 700,000 menu items from over 200,000 restaurants. This vast variety ensures there’s something for everyone, addressing the growing demand for quick, tasty, and nutritious food that fits seamlessly into the busy schedules of working professionals. Early trends from DeskEats’ pilot phase show a strong preference for easy-to-eat options like chicken popcorn in Bengaluru and garlic breadsticks in Gurugram, reflecting the popularity of meals tailored for the modern workday.

Expanding upon its Corporate Rewards Program, which is already trusted by thousands of organizations, Swiggy enables companies to enhance employee wellness programs by offering food delivery, groceries, and dining benefits efficiently. With DeskEats, Swiggy reaffirms its commitment to transforming workplace dining by prioritizing variety, convenience, and user satisfaction—cementing its position as a key player in the evolution of India’s office food culture.

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Setu Builds Fintech Powerhouse Leadership Team as Pine Labs IPO Nears

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Pine Labs

Setu, the API infrastructure platform and subsidiary of Pine Labs, has significantly strengthened its leadership by appointing Prashanth Nimmagada (ex-Razorpay) as Chief Technology Officer, signaling its commitment to innovation in India’s dynamic fintech landscape. Alongside Nimmagada, Setu has welcomed other top industry talent: Vijeth Pandit (ex-Razorpay) as Chief Product Officer, Ramkumar Thirumurthi (ex-Razorpay, co-founder Actyv.ai) as Chief Revenue Officer, Nikhil Ratanpal (ex-PhonePe) as Director of Product Development, and Santosh Subramanian (ex-Yes Bank, Wibmo) as Head of Finance. These high-profile hires accompany Anand Raisinghani’s (ex-SAP India) appointment as CEO, underscoring Setu’s focus on building a strong, experienced leadership bench to drive future growth.

Setu specializes in providing API-based digital financial infrastructure for services such as UPI, bill payments, KYC, and digital signatures, while also operating as an RBI-licensed NBFC Account Aggregator. With this expanded leadership team—drawn from India’s leading fintechs—Setu is well-positioned to accelerate the development of scalable, API-driven financial solutions for banks, fintechs, and enterprises. The influx of expertise from Razorpay and PhonePe veterans will bolster Setu’s technical capabilities and strategic partnerships, ensuring it remains a key enabler in India’s rapidly maturing digital public infrastructure ecosystem.

This leadership overhaul comes as parent company Pine Labs prepares for a major IPO, aiming to raise ₹2,600 crore through a fresh share issue after turning profitable in FY25. Setu’s enhanced leadership reinforces the broader group’s ambitions for international expansion, technological innovation, and financial performance. As Setu solidifies its role at the forefront of India’s fintech evolution, the company is poised to deliver advanced financial infrastructure solutions that support the country’s growing digital economy and drive Pine Labs’ strategic momentum.

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