Niyaz Laiq On The Two-minute Episodes Keeping India Hooked With The Offline Network

The consumer internet is starting to borrow from games. Progression systems, feedback loops and personalisation are moving into mainstream apps, and a new wave of focused products is being built around them.

With The Offline Network, Niyaz Laiq, Partner at Lumikai, shares what he is seeing up close while working with founders across interactive media, gaming and digital platforms.

He points to microdramas, a negligible category until recently that scaled to $300Mn in revenue within a year and is expected to reach $4.5Bn by 2030. Two-to-three-minute episodes designed around continuous narrative hooks keep audiences coming back, while lower production costs and faster content cycles made that rise possible. He also explains how AI now runs through the portfolio, from producing far more ad creatives to personalising experiences in learning, astrology and AI chat, and why a growing share of users across gaming and new media is willing to pay.

Designing a consumer product and chasing your next retention loop? Watch this before your next sprint.

Press play and level up.