Ad Campaigns

Our commitment to native advertising techniques further enhances the user experience: GreedyGame’s Arpit Jain

Published

3 years ago

July 26, 2023

Mumbai: As the world becomes increasingly mobile, mobile advertising has become an essential part of the marketing mix. However, many mobile users find ads to be intrusive and annoying, which can lead to a negative user experience. This is where a content-driven approach comes in. By seamlessly integrating ads with the content, mobile advertising can provide a better user experience that is engaging and non-intrusive.

Gaming apps, in particular, have been at the forefront of content-driven mobile advertising, with companies like GreedyGame leading the way. By prioritizing user experience and creating ads that don’t disrupt gameplay, GreedyGame has set a new standard for mobile advertising in gaming apps. And as mobile technology continues to evolve, we can expect to see even more innovative content-driven approaches that put the user first.

To know more about the company and their insights, Indiantelevision.com engaged in an email conversation with GreedyGame and PubScale founder and CEO Arpit Jain.

Arpit Jain is an IIT Ropar alumnus. He is a tech geek and an AI enthusiast who aims at making apps and websites achieve overall growth faster with the help of technology. He has played a pivotal role in enabling the company to leverage AI to help app/website publishers monetise better with native and other ad formats. Before establishing the leading Bengaluru based monetization and growth platform for apps and websites, Jain worked as software developer at PayPal where his role was to prototype innovative ideas as part of PayPal labs.

Edited Excerpts:

On the launch of GreedyGame and the motive behind launching it

GreedyGame was launched in 2013 with a clear and innovative motive: to introduce a content-driven approach to mobile advertising in gaming apps for a better user experience. We recognised that traditional mobile ads were often intrusive and disrupted the user experience, leading to lower conversions for app developers aiming to generate revenue from their apps. To address this issue, we aimed to prioritise user experience by seamlessly integrating in-game advertising with the content. The vision was to revolutionise the mobile advertising landscape and provide a more engaging and non-disruptive experience for both users and developers. As a result, GreedyGame quickly gained recognition and we expanded our services beyond gaming apps to encompass apps of all categories, and later, we even extended our reach to websites as well.

On striking a balance between investing in research and development for future growth and maintaining the current profitability levels

GreedyGame’s profitability-focused approach, setting it apart from many VC-funded companies, involves a delicate balance between investing in research and development (R&D) for future growth and maintaining current profitability levels. Central to our strategy is the company’s dedicated team for R&D, which diligently monitors market trends and future probabilities. By keeping a close eye on industry developments, GreedyGame refines its product offerings with the evolving landscape in mind. This process is continuous, allowing the company to make data-driven decisions and target our investments strategically. Moreover, GreedyGame’s commitment to incremental innovation ensures steady progress that aligns with our long-term vision. Through efficient resource management, customer satisfaction, and diversification of revenue streams, GreedyGame remains financially stable while positioning the company for sustained growth and success in the competitive mobile advertising and app monetisation market.

On GreedyGame’s latest launch ‘PubScale’ and its contribution to the company’s vision of user-friendly and less intrusive ads

PubScale is a comprehensive AI-powered SaaS platform, specially designed to empower publishers and drive growth in their mobile app businesses. This all-in-one platform integrates ad monetisation, user acquisition, ad mediation, and analytics solutions, streamlining the technical and operational aspects of app monetisation and user acquisition.

We firmly believe that PubScale is revolutionising the global landscape for publishers by introducing groundbreaking ad monetisation strategies, offering app developers fresh revenue streams and enhanced monetisation opportunities. Moreover, PubScale addresses the challenges posed by time and resource constraints, enabling publishers to expedite their app monetisation journey.

One of the standout features of PubScale is its user-friendly interface, providing an intuitive experience for publishers. It bridges the knowledge and expertise gap by offering personalised end-to-end support, helping publishers make the most of their ad monetisation and marketing efforts.

Additionally, PubScale offers access to premium demand and seamless technology integration, further enhancing its appeal. Combined with efficient customer support, the platform ensures a hassle-free experience for publishers, driving them toward success in the competitive app market. PubScale is a testament to GreedyGame’s commitment to delivering innovative solutions that prioritise user experience and less intrusive advertising practices, making it a game-changer for publishers worldwide.

On the ongoing trend of data privacy concerns and ad-blocking software and GreedyGame ensuring that user experience remains positive while still delivering effective monetisation solutions for app and website developers

At GreedyGame, we are deeply committed to ensuring a positive user experience while delivering effective monetisation solutions for app and website developers, especially in light of data privacy concerns and ad-blocking software trends. Our approach involves utilising non-intrusive ad formats that seamlessly blend with the content and prioritising contextually relevant ads. Our data analysis is based on user behavior, preferences, and demographics to ensure that users are shown ads that align with their interests, making the advertising experience more personalised and relatable for them.

Further, to ensure a positive user experience we carefully analyse the content and context of the platform and place ads in natural, non-disruptive positions that don’t hinder users’ interaction. Our commitment to native advertising techniques further enhances the user experience. Also, we recognise that solely relying on traditional ad formats may limit revenue potential for app publishers. Therefore, we offer diversified monetisation options such as interstitials, rewarded widget, and offerwall ads to publishers, enabling them to unlock new revenue streams while maintaining an optimum user experience.

On fostering a company culture that encourages creativity, collaboration, and innovation among employees across different offices and locations globally

As our company continues to grow and expand globally, fostering a vibrant company culture that promotes creativity, collaboration, and innovation among employees across different offices and locations is paramount to our success. We implement several strategies to nurture such a culture. Firstly, we establish a clear vision and shared values that resonate with employees, creating a common purpose and a sense of belonging. Secondly, open communication channels facilitate collaboration and idea sharing, bridging the gap between different locations. Cross-functional collaboration is actively promoted through projects involving teams from various departments and locations, encouraging diverse perspectives and innovative solutions. Thirdly, we encourage idea generation and collaboration. Brainstorming sessions ultimately pave the way for innovation.

On the collaboration with big apps and multinational corporations and their contribution to GreedyGame’s business growth and are there any exciting collaborations in the pipeline

GreedyGame’s collaborations with big apps and multinational corporations have been instrumental in driving our business growth and reinforcing our position as a leading player in the ad tech domain. These partnerships have enabled us to create a robust ecosystem where publishers can thrive, advertisers can reach their target audience effectively, and users can enjoy seamless and engaging experiences.

Our strategic partnerships with prominent demand partners, such as Google, InMobi, PubMatic, Criteo, Smartyads, Smaato, Affle, mCanvas, Mobavenue, and others, have significantly contributed to our success. By teaming up with these demand partners, we have been able to expand our reach and access additional demand sources. This has resulted in an amplified inventory yield for publishers, allowing them to maximise their advertising revenue potential.

On the client side, our collaborations with renowned publishers like Gameloft, MX Player, Reliance Games, Truecaller, OLX, Amanotes, NDTV, doubtnut, Kwalee Games, HT, Teslatech, and many others have further strengthened our reputation as a reliable partner. We are looking to work with publishers of all sizes and kinds. This is a continuous process; there are a few more partnerships in the pipeline that we will announce shortly. Our consistent delivery of expected results and the ability to help publishers generate substantial revenue have solidified these partnerships over the long term.

On GreedyGame’s revenue model and maintenance of a high focus on business profitability

As a company, we focus on several key factors which in return contribute towards our profitability:

. User-Driven Approach: One significant factor that distinguishes GreedyGame is its user-driven approach. Since the beginning, we recognised the importance of putting users first. By adopting this approach to mobile advertising, GreedyGame ensures that its ad experiences are more engaging, non-intrusive, and relevant to gamers and app users. This user-centric approach resonates well with the target audience, leading to higher retention rates, increased user satisfaction, and ultimately, better performance for advertisers. By prioritising user experience, GreedyGame creates a competitive edge in the market.

. Diversification of offerings: While we initially started with gaming ads and native advertising, we quickly realised the need to adapt to the changing demands of the ad tech industry. So, we expanded our portfolio to include innovative ad formats and solutions to cater to a wider range of clients and industries. This diversification not only broadened our revenue streams but also ensured to remain relevant and adaptable to changing market trends.

. Agility and adaptability: GreedyGame has always been proactive in embracing changing trends and technologies in the ad tech industry and adapting its strategies accordingly. By staying ahead of the curve, the company provides its clients with the latest and most effective advertising solutions, enhancing their overall experience and ROI.

. Addressing Publisher Challenges: We noticed many publishers face difficulties in marketing and monetisation management. To tackle this, GreedyGame developed PubScale which simplifies the monetisation process and offers publishers valuable guidance by providing tools and resources to streamline their operations, maximise revenue potential, and scale businesses effectively.

. Strategic Partnerships: Collaborating with industry leaders such as Google, InMobi, and Pubmatic has been instrumental in the company’s growth. These partnerships provide GreedyGame with valuable insights, access to cutting-edge technologies, and a broader reach. Leveraging this expertise and resources enables GreedyGame to deliver exceptional results to its clients, further solidifying its position in the market.

On the journey of becoming a successful startup founder and advice to aspiring entrepreneurs in the tech industry

Firstly, be prepared to adapt to the unexpected. Starting a business often leads to unforeseen challenges, and being adaptable is crucial for navigating these hurdles effectively.

Secondly, as an entrepreneur, you become the ultimate decision-maker. Embrace this responsibility and be willing to take ownership of your decisions. It’s essential to be confident in your choices and take charge of the direction your company takes.

Third, surround yourself with a talented and dedicated team. Having the right people on board is crucial for executing your ideas and achieving success. A strong team can make all the difference in overcoming challenges and propelling your business forward.

Remember, entrepreneurship is a journey filled with ups and downs, but with perseverance, a strong team, adaptability, and a profit-focused mindset, you can increase your chances of building a successful tech startup. Embrace the challenges, stay committed to your vision, and continuously learn and improve along the way.

Ad Campaigns

Amazon Ads maps 2026 as AI and streaming rewrite ad playbooks

Published

2 months ago

January 15, 2026

indiantelevision.com Team

NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.

At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.

“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”

One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.

AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.

Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.

Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.

Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.

Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.

Ad Campaigns

Publicis India appoints Sonal Verma as Arc Worldwide MD

Published

2 months ago

January 15, 2026

indiantelevision.com Team

MUMBAI: Publicis Groupe India has appointed Sonal Verma as managing director of Arc Worldwide India, handing the reins of its experiential and shopper marketing business to a leader steeped in live brands and real world storytelling.

Arc Worldwide, the Groupe’s specialist arm focused on experiences that nudge consumers from curiosity to checkout, sits at the intersection of creativity, commerce and culture. Verma’s mandate is to sharpen that edge as brands grapple with shorter attention spans and more complicated buying journeys.

Verma joins from Cheil India, where she spent nearly five years building and leading the brand experience practice, most recently as senior vice president and head of brand experience. Her career reads like a tour of India’s experiential landscape, with leadership roles at Momentum Worldwide, Percept D Mark, Blockkbuster Events and Showtime Events.

She has also held senior activation roles at Radio City and The Times of India, giving her a rare mix of agency, media and on-ground execution experience. The common thread has been simple: turning big ideas into moments people remember and talk about.

At Arc Worldwide India, Verma will focus on expanding the agency’s experiential and shopper capabilities, strengthening client partnerships and keeping the work firmly rooted in consumer behaviour rather than buzzwords.

With Verma at the helm, Arc Worldwide is expected to double down on ideas that live beyond screens and closer to everyday life. For an industry obsessed with clicks and scrolls, this is a reminder that sometimes the strongest connections still happen face to face.

Ad Campaigns

Barbeque Nation taps ‘milne ki bhookh’ to kick off the new year

Published

2 months ago

December 29, 2025

indiantelevision.com Team

BENGALURU: Barbeque Nation is ringing in the new year with a reminder that some cravings cannot be ordered online. The casual dining chain has rolled out a new film campaign, milne ki bhookh, pitching its restaurants as places to meet, reconnect and linger over food.

Set against a world of constant messages and missed meet-ups, the campaign leans into a simple truth: dining out remains one of the few rituals that still brings people together. Barbeque Nation positions itself as the excuse and the setting for real conversations, shared plates and unhurried moments.

Nakul Gupta, cmo at Barbeque Nation, says the brand has long been about shared celebrations. As the year turns, milne ki bhookh captures what he calls a growing hunger to meet, connect and spend time together, with food at the centre of that experience.

Created by Makani Creatives, the campaign comprises three films built around Barbeque Nation’s signature grills and desserts. The storytelling is deliberately sensorial, designed to spark cravings while nudging diners to step out and meet in person.

Pavan Punjabi, chief integration officer at Makani Creatives, says the idea stems from a familiar contradiction. People are constantly connected, yet meetings with loved ones are endlessly postponed. Milne ki bhookh, he says, is a gentle push to make time for real-life catch-ups, using food as the reason to come together, share a meal and create memories.

The campaign breaks on December 25 with the grilled prawns film and will run for two months, amplified across digital platforms. As the new year begins, Barbeque Nation is betting that the strongest appetite of all is not for food alone, but for each other.