Gurugram-based Zupee, once among India’s fastest-growing real-money gaming startups, has announced the launch of Zupee Studio, a short-format video platform designed to capture the attention of mobile-first audiences across Tier 2 and 3 India. The move follows the government’s nationwide ban on stake-based online gaming earlier this year.
Betting on Bharat’s entertainment appetite
The new platform will host one to three-minute episodes across genres such as romance, comedy, drama, and thrillers. Initially available on select Android devices, Zupee plans to roll out the offering to iOS users in the coming months. By stepping into the short-form content space, the company is looking to diversify beyond its core gaming business while retaining its focus on free-to-play models.
Digital adoption in non-metro India has been surging, and Zupee sees this as an opportunity to reposition itself as more than just a gaming app. The company is aiming to become a hub for both casual games and quick-bite storytelling, offering users entertainment that fits into their everyday lives.
Adapting to new regulations
The pivot reflects the larger pressures facing India’s real money gaming sector. A combination of regulatory clampdowns on stake-based formats and higher taxation under GST has forced several gaming companies to rethink their business models. While some are experimenting with subscription-driven offerings, others are turning toward advertising and free-to-play ecosystems.
For Zupee, the expansion into short videos serves a dual purpose. It helps hedge against regulatory uncertainty while also allowing the company to participate in one of India’s fastest-growing digital segments. Industry reports estimate that short-form video platforms could draw more than 650 million users by 2025, with much of the growth expected from smaller towns and cities.
Announcing the initiative, Zupee’s founder and CEO Dilsher Singh Malhi said, “This is just the first of many new experiences we aim to create for our audiences. With Zupee Studio, we are carrying forward our philosophy of creating joy and connection into the world of entertainment.”