A23

A23 is the premiere rummy gaming platform and it’s also the first one in India serving the players of the country for more than 14+ years (at the time of this rebranding). Despite being the forerunner in its domain, the ageing brand started to look generic and undistinguishable from the sea of other competitors. Shift in Strategy: 1. A23 wanted to expand by rapidly onboarding new players while retaining their old customers and be everyone’s preferred platform to play the game. 2. To shift from a luck based to a skill based “mind sport” game targeting strategic players who wants to outsmart to win.