ZUPEE, the Z47-backed gaming platform, has officially forayed into the esports space with the launch of a new vertical, marking its second pivot towards diversification following India’s blanket ban on real money gaming (RMG).
With a claimed user base of over 200 million, the company has announced plans to reimagine traditional Indian favourites such as ludo, carrom, and chess, adapting them into competitive formats designed for global audiences.
Before making its move into esports, Zupee had declared it was pivoting to short video content with the launch of Zupee Studio, a platform aimed at merging gaming with entertainment, described as the company’s next step in driving cultural and technological innovation within the sector.
The platform will feature 1-3 minute mini-episodes across genres, including romance, drama, thriller, comedy, and more, designed for mobile-first entertainment. Initially, it would be available for select Android users, before expanding to iOS.
Zupee Studio to fuel esports push
On the esports side, Zupee Studio will blend gaming and entertainment through live tournament streaming, player storytelling, and localised esports broadcasting, making competitive play engaging for Indian audiences.
Zupee Studio will blend gaming and entertainment through live tournament streaming, player storytelling, and localised esports broadcasting, making competitive play engaging for Indian audiences.
Zupee founder and CEO Dilsher Singh Malhi said: “The new online gaming regulations have done more than just regulate — they have recognised esports as a competitive sport, giving it the legitimacy and clarity it deserves. This sets the stage for something truly transformative, and shows the government’s intent to develop esports in India.”
Apart from creating new opportunities for players, esports will generate employment across shoutcasting, content creation, and broadcasting, Malhi said. He added that it will also position traditional Indian games as cultural exports on the global stage while serving as a testbed for emerging technologies such as AI (Artificial Intelligence) and AR (Augmented Reality)/VR (Virtual Reality).
Malhi further noted, “All it takes is a smartphone. The next champion can come from a metro or a Tier-2 city. That’s why we believe esports is India’s next big growth story.”
Founded in 2018 by Malhi and Siddhant Saurabh, Zupee made its name with board games such as Ludo and Snakes and Ladders, later adding carrom to the mix. After the RMG ban, the company began shifting its focus to ad-supported social games and now sees subscriptions as a new revenue stream.
Zupee’s pivots to esports and entertainment comes on the back of strong financial performance. The company reported its first full-year profit in FY24, with a profit after tax of Rs 146 crore. Revenue rose 36.5% to Rs 1,123 crore, compared to Rs 823 crore in the previous year.
