Zupee taps micro dramas, subscriptions after real-money gaming ban

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Gaming platform Zupee is tapping micro dramas and subscriptions as it charts a path following a blanket ban on real-money games (RMG), Moneycontrol has learnt.

The startup is rolling out Zupee Studio, offering bite-sized drama shows to its 150 million users. The feature offers titles across genres such as drama, romance, fantasy, thriller and crime, with shows dubbed from foreign languages.

The first few episodes are available for free, with subsequent episodes requiring a subscription.

Zupee has confirmed this development to Moneycontrol, adding that this feature is currently available to select users on Android with plans to soon bring it to iOS.

“This is just the first of many new experiences we aim to create for our audiences, Zupee Studio reflects our long-term vision of shaping the future of entertainment in India," founder Dilsher Singh Malhi said in a statement.

"For us it has always been about creating joy and connection for millions of Indians. With this launch, we are carrying forward that same philosophy into entertainment," he added.

This launch comes at a time when micro dramas, short serialised dramas of one to two minutes designed for mobile viewing, are rapidly gaining popularity in India. The surge has spurred the launch of more than a dozen apps from companies such as Kuku FM, Pocket FM, Dashverse, ShareChat, and Eloelo aiming to capitalise on the trend.

Zupee rival WinZO also introduced micro dramas in August on its platform through a feature called WinZO TV.

Paid subscriptions

Zupee is also offering a paid subscription service called Zupee Plus. Priced at Rs 499 for three months, it provides ad-free games and unlimited access to shows. People can pay using any of their UPI apps to make payments.

Moneycontrol has reported that RMG applications, which have been offering free titles on their platforms since the ban, are exploring a subscription-based model.

Founded by Malhi and Siddhant Saurabh in 2018, Zupee focuses on board games such as Ludo and Snakes and Ladders. It recently introduced carrom on the platform.

Following the RMG ban, Zupee had shared plans to expand its range of online social games, offering it on an ad-supported basis.

"Our journey with Ludo has already demonstrated the potential of reimagining classic experiences, and our focus remains clear on expanding a diverse portfolio of interactive offerings that leverage the opportunities of the digital age," Malhi said at the time.

"Our mission remains to create experiences that combine India’s cultural legacy with the possibilities of technology, shaping a gaming & entertainment ecosystem that is inclusive, innovative and future-ready."

Zupee reported a profit after tax of Rs 146 crore in FY24, its first full year profit . Its revenue also jumped 36.5 percent to Rs 1,123 crore from Rs 823 crore in FY23.

Zupee was last valued at $600 million when it raised a $102 million funding round in January 2022. The company has raised a total of over $121 million to date and counts WestCap Group, Tomales Bay Capital, Nepean Capital, AJ Capital, Z47 (previously Matrix Partners India), and Orios Venture Partners among its investors.