Short-format video platform, Zupee Studio, launched by Zupee in response to the RMG ban
Zupee Expands into Short-Form Video Platform with Zupee Studio
Zupee, a fast-growing real-money gaming startup based in Gurugram, India, has announced the launch of Zupee Studio, a short-format video platform. This move comes after the government's nationwide ban on stake-based online gaming earlier this year, reflecting larger pressures in India's real money gaming sector.
Zupee Studio is designed to capture the attention of mobile-first audiences across Tier 2 and 3 India, a market that is expected to see significant growth in the coming years. According to industry reports, short-form video platforms could draw more than 650 million users by 2025, with much of the growth expected from smaller towns and cities.
By launching Zupee Studio, the company is diversifying beyond its core gaming business while retaining its focus on free-to-play models. This pivot serves a dual purpose: hedging against regulatory uncertainty and participating in one of India's fastest-growing digital segments.
Zupee aims to become a hub for both casual games and quick-bite storytelling, offering users entertainment that fits into their everyday lives. The platform hosts one to three-minute episodes across genres such as romance, comedy, drama, and thrillers.
Announcing the initiative, Zupee's founder and CEO Dilsher Singh Malhi stated that this is just the first of many new experiences they aim to create for their audiences. He emphasised that Zupee's philosophy of creating joy and connection is being carried forward into the world of entertainment with Zupee Studio.
The Centre has urged the Supreme Court to transfer to itself pleas against the Online Gaming Act, adding to the regulatory uncertainty in the gaming sector. However, Zupee sees this as an opportunity to reposition itself as more than just a gaming app. Digital adoption in non-metro India has been surging, and Zupee believes that this is a market they can tap into effectively with their new offering.
While there is no information available about the founder of Zupee Studio, it is clear that the company is making strategic moves to stay ahead in the competitive digital landscape. With its focus on free-to-play models and a wide range of engaging content, Zupee Studio is poised to make a significant impact in India's digital entertainment sector.
In other news, Zydus has launched India's first trivalent influenza vaccine VaxiFlu for seasonal flu protection. The vaccine offers protection against three strains of the flu virus, providing comprehensive protection against the most common strains circulating each year.
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