Pixel P&L: Inside Amitabh Bachchan's Unexpected Pivot to Create India's Answer to God of War

Welcome to another Pixel P&L edition. This issue takes 4 minutes to read.

If you only have one, here are the 5 most important things:

• Bollywood icon Amitabh Bachchan ventures into gaming as co-founder of Tara Gaming with AAA title "Age of Bhaarat" — learn more below.

• A federal judge rules Apple violated court order in Epic Games case, must immediately stop collecting fees on external purchases.

• Indian publisher Nazara launches FAU-G: Domination on Android with Bollywood star Akshay Kumar as brand ambassador.

• Xbox announces global price hikes for consoles and games, raising Series X by $100 to $599.99 — details below.

• Gillette enters gaming with a new global partnership with EA Sports FC, expanding the 115-year-old brand's sports marketing portfolio.

Let's get into it.

Bollywood Icon Amitabh Bachchan Ventures into Gaming with 'Age of Bhaarat'

Tara Gaming Limited unveiled its flagship title today with significant star power as entertainment mogul Amitabh Bachchan joins as co-founder alongside bestselling author Amish Tripathi and former Ubisoft executive Nouredine Abboud.

The company revealed "The Age of Bhaarat," a AAA action-adventure title targeting PC and console markets, positioning itself at the intersection of India's cultural IP and the high-margin premium gaming segment. The game draws upon Indian epics, folklore and traditions, featuring landscapes and mythical elements from the subcontinent's heritage.

According to the announcement, Tara Gaming aims to "bridge the gap between culturally rooted stories and cutting-edge game development" while empowering Indian storytellers.

The launch comes as India's gaming market matures, with research firm Niko Partners projecting the country's gaming revenue to surpass $1 billion by 2025, while its cultural content remains underrepresented in premium single player games, which commands higher price points and profit margins.

U.S. Judge Rules Apple Violated Court Order in Epic Games Case

A federal judge ruled that Apple must immediately stop collecting fees on purchases made outside its App Store and cannot restrict how developers direct users to external payment options, delivering a decisive victory to Epic Games in their antitrust battle.

Judge Yvonne Gonzalez Rogers found that Apple "willfully" violated her 2021 injunction, referring the case to federal prosecutors for possible criminal contempt proceedings. "That [Apple] thought this Court would tolerate such insubordination was a gross miscalculation," she stated.

The ruling prohibits Apple from charging commissions on external purchases, restricting link placement, or blocking calls to action.

Epic CEO Tim Sweeney announced Fortnite will return to the U.S. App Store "next week" and offered a "peace proposal" to drop litigation if Apple extends these changes globally.

Court documents revealed App Store chief Phil Schiller advocated compliance, but CEO Tim Cook "chose poorly" by following CFO Luca Maestri's advice instead.

⚡Quick Bytes

Indian publisher Nazara launches FAU-G: Domination on Android

Nazara Publishing has released military-themed shooter FAU-G: Domination on Google Play Store. Developed by Dot9 Games and nCore Games, the title features multiple combat modes with maps inspired by Indian cities. Bollywood star Akshay Kumar, the game's brand ambassador, attended its unveiling at WAVES 2025 summit.

Xbox announces global price hikes for consoles and games

Microsoft's Xbox division confirmed sweeping price increases effective May 1, raising the Xbox Series X by $100 to $599.99 in the U.S. The company will also bump first-party game prices from $70 to $80 during the holiday season. Xbox cited "market conditions and rising development costs" for the adjustments, which include price hikes for controllers and Series S consoles worldwide.

Gillette Partners With EA Sports FC in Global Gaming Deal

Gillette announced a global partnership with Electronic Arts' EA Sports FC franchise, expanding the 115-year-old grooming brand's sports marketing portfolio. The collaboration, which began with in-game advertising in January, now includes Football Ultimate Team packs. The deal comes one day after EA disclosed layoffs at its Respawn Entertainment division.

⚔️Side Quest

📺 Watch: Former Krafton India Head and Jetsynthesys' Gaming CEO Anuj Tandon shares his perspective on AI's transformative potential in the gaming industry.

🎮 Play: Once Human offers a surprisingly captivating free-to-play survival experience, blending the best elements of the genre with stunning visuals and an immersive world that keeps players coming back despite the mutant apocalypse.

📚 Read: New research reveals how console subscription models boost platform revenue without cannibalizing game sales, contrary to initial industry fears.

💡Did You Know

Did you know that video games are making a meaningful difference in veterans' lives? A 2025 ESA survey found that 86% of veteran gamers report that playing provides a healthy outlet for stress and anxiety. Beyond entertainment, games help veterans cope with difficult times, stay connected with others, and maintain the camaraderie they experienced during service. Most play weekly with friends, preferring consoles and action shooters. Organizations like Stack Up recognize this therapeutic potential, using gaming to support thousands of service members' mental health and recovery through specialized programs that harness the power of play.

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