Niyaz Laiq joins The Offline Network

In a recent conversation with The Offline Network, Niyaz Laiq, Partner at Lumikai, reflected on what he is seeing up close while working with founders across interactive media, gaming and digital platforms. His observations point to a consumer internet landscape that is being reshaped by new formats and the steady integration of AI across products.

One of the clearest signals is the rise of microdramas. What was a negligible category until recently has scaled to $300 million dollars in revenue within a year, with consumption driven by short episodic formats designed for mobile viewing. These series, often broken into two to three minute episodes, are structured to sustain engagement through continuous narrative hooks. The result is strong retention, with users returning consistently over time.

This growth has been enabled by a combination of lower production costs and faster content cycles. A wider pool of creators and production houses has made it possible to build and distribute content at scale while maintaining quality that resonates with local audiences.

Alongside this, AI is becoming integral to how companies operate. Its impact is visible from customer acquisition to the product experience itself. Studios are producing a far greater volume of creatives, tailoring them to specific audience segments and improving efficiency in acquiring users. Within products, AI is enabling more personalised and responsive experiences across categories such as learning, astrology and conversational platforms.

“AI is visible across the portfolio, from how you acquire users to how you shape the core product experience.”

Another shift underway is the move towards interactive consumer platforms. Elements traditionally associated with gaming, including progression systems, feedback loops and personalisation, are increasingly being embedded into mainstream apps. This has led to the emergence of focused products built around specific use cases, where users engage with a clear intent and return frequently.

Monetisation patterns are also evolving. A meaningful share of users across gaming and emerging content formats is willing to pay, supported by frictionless payment infrastructure and improving product quality. Subscription models and in-app spending are becoming more viable as engagement deepens.

Key Takeaways

• Microdramas have emerged as a fast-scaling content format with strong retention dynamics

• AI is now embedded across acquisition, content creation and product experience

• Interactive design principles are shaping the next set of consumer platforms

• Willingness to pay is strengthening across gaming and new media categories

🔗 Watch the full conversation here: The Offline Network