SMAAASH

Smaaash Entertainment operates a chain of gaming and entertainment centers across India, merging sports, virtual reality, music, and dining into a cohesive social experience. The company was founded in 2012 by Shripal Morakhia, a serial entrepreneur with a background in financial services, having previously established the brokerage firm Sharekhan. His journey into entertainment also included producing independent films before launching Smaaash. The first 80,000-square-foot gaming zone opened in Mumbai, with cricketer Sachin Tendulkar as a key equity partner and brand ambassador.

The company's business model is centered on pay-per-play physical entertainment centers that cater to a wide demographic, including families, friends, and corporate groups. Revenue is generated from a variety of attractions, including sports simulation technology, a twilight bowling zone, go-karting tracks, and motor and bike racing simulators. Many of its centers also feature dining and beverage services, contributing to its revenue streams. Smaaash targets young adults and growing families in metropolitan and Tier-II cities, positioning itself as a primary entertainment destination alongside multiplexes and food courts.

Smaaash's offerings are distinguished by its use of proprietary gamification and sports simulation technology. Signature attractions include a 360-degree cricket simulator that allows players to face virtual legendary bowlers, and advanced VR games like "Walk the Plank." The company has consistently worked to keep its offerings fresh by exploring new concepts involving AI, robotics, and drones, and developing new games in-house. In 2024, the company launched a web-based booking engine to allow customers to reserve slots for activities like bowling and cricket, which generated significant sales shortly after its introduction.

After expanding across India and even internationally, the company faced significant financial distress, exacerbated by the COVID-19 pandemic, leading to corporate insolvency proceedings in May 2022. Following a period of uncertainty, gaming and media firm Nazara Technologies acquired Smaaash Entertainment in June 2025. Nazara plans to revitalize the brand by integrating its own digital IPs and technologies, expanding into new formats, and fostering collaborations across content, retail, and live events to create a more diversified entertainment ecosystem. Some centers operating under the name Smaaash Fun Gateway Arena Private Limited have recently been rebranded to Zoreko - Original Gamers.

Keywords: entertainment centers, gaming arcade, virtual reality gaming, sports simulation, bowling alley, go-karting, cricket simulator, family entertainment, corporate events, location-based entertainment, Shripal Morakhia, Nazara Technologies, phygital experience, social entertainment, interactive gaming, immersive experience, Indian entertainment market, amusement centers, experiential gaming, Zoreko