Zupee presents an innovative spin on popular games such as Ludo and Snakes & Ladders, with fast, uncomplicated gameplay that the players will love. Zupee has witnessed exponential growth and is today a reputable brand in the Indian gaming sector due to its commitment to responsible gaming, safe transactions, and creative partnerships.
About the company
Zupee is an Indian online gaming website that is expanding rapidly. It specializes in skill-based games which enhance your day-to-day life.
Zupee has games for all, no matter if you wish to test your luck using a pay-to-play model or a free game. One of their flagship products is Ludo, which is a favorite among many. Zupee, one of the leading players in India’s board game and casual game space, combines enjoyment with challenge to provide a fun and engaging gaming experience.
Besides, the games have also been certified by the All India Gaming Federation (AIGF) for ensuring that they meet the skill-based gameplay requirements.
India’s gaming industry is expanding by leaps and bounds and is emerging as a strong force in the global market. A more detailed observation of what makes this sector so exciting is presented below:
Top Mobile Gaming Market: With incredible app download rates reflecting the rising popularity of gamers, India is the world’s largest mobile gaming market.
Bustling Revenues: On a comparison with 2021, the revenues of games based on transactions grew by 21%. As per forecasts, the market is likely to touch INR 231 billion by FY25 at a rate of growth of 20% per annum.
Fantasy Sports Leader: India is the largest fantasy sports market globally, with 180 million players. By FY27, this space is expected to touch INR 25,300 crore with a CAGR of 33%.
Investment Boom: Domestic and international investors have, over the last five years, poured a staggering $2.8 billion into the Indian gaming industry. Of particular note is that funding rose 23% from 2020 alone and by 380% from 2019.
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About the Founders and the team
Dilsher Singh Malhi
Dilsher Singh Malhi, a Zupee founder and CEO, has had a remarkable journey that commenced in 2017 when he graduated with a B.Tech in Chemical Engineering from IIT Kanpur. He was in charge of the Simutech Club at IIT, which served as a platform where students could explore chemical engineering projects. Psychology turned out to be Dilsher’s greatest passion as well. He realized that understanding human behavior is very complex and requires data from a number of scientific fields in order to gain a better understanding of the human mind. From then on, he was fascinated by this complexity and the complex nature of human behavior. Dilsher’s studies also took him to Switzerland, where he worked as a Research Associate at EPFL, just in case.
Siddhant Saurabh
The co-founder and CTO of Zupee, Siddhant Saurabh, earned his B.Tech in Computer Science and Engineering from IIT Kanpur in 2016.
A music enthusiast and tech wizard by nature, Siddhant can often be found at the office with his headphones on and immersed in his favorite tunes. Zupee’s innovative spirit is driven by his love for technology as well as music!
Mission & Vision
Zupee wishes to create games that are fun and simple to learn so that people of all ages will be able to enjoy themselves. Through placing creative twists on popular favorites such as Ludo and Snakes & Ladders, they wish to create a unique gaming experience that makes enjoyment and fun accessible to all. They aim to develop a welcoming environment in which people can engage with one another, play, and enjoy themselves when gaming.
Zupee aims to be the leading casual gaming destination by reviving time-honored games for the modern user. With our fantastic software, they aspire to be an all-around destination for enjoyment and entertainment, providing a seamless experience that engages and pleases users. They aim to revolutionize the gaming sector and establish a successful gaming community by continuously enhancing our offerings and being true to their values.
Business Model
Key Elements:
- Skill-Based Gaming: Zupee includes skill elements to turn standard board games on their head. Zupee, the first online gaming platform to do so, includes strategic elements immediately into the traditional Ludo experience, making play more competitive and engaging.
- Responsible Gaming: Zupee places a high premium on player safety. All games are made to be brief, usually lasting eight to ten minutes, in order to encourage ethical gaming. This promotes a healthier gaming environment by encouraging gamers to take regular rests.
- Strategic Alliances: To increase its reach and accessibility, Zupee has partnered with significant industry players, such as Reliance Jio Platforms, to deliver its content to Jio phone customers.
- Safe Financial Transactions: Zupee guarantees its participants safe financial transactions. A seamless and safe gaming experience is ensured by partnerships that allow users to easily add money to their game wallet via a variety of methods, including as UPI, bank accounts, e-wallets, and debit/credit cards.
Revenue Model
Zupee’s Super App
The headache of downloading individual games has been eliminated by Zupee. A gamer may now access all of their favorite games—as well as any exciting new releases—in one location with their brand-new super app.
The amazing app is made to provide you with easy access to a pleasant gaming experience, reaffirming our dedication to providing you with entertainment and fun.
One can win up to INR 10 lakh by playing Zupee games for free or by paying an admission fee. Additionally, their gaming experience is seamless and satisfying because they can quickly withdraw their winnings via UPI or net banking.
Obstacles Encountered
- Fraud Detection: Zupee struggled to identify the origins of their user engagement due to slow organic traffic increase. The team discovered that several ad networks were using click flooding and spamming to skew organic traffic figures, leaving users perplexed about where their traffic was coming from. Up to 30% of installs were rejected by several ad networks. In order to counter this, Zupee and Adjust worked together to identify and stop fraudulent activity instantly, keeping their datasets clean. They were able to determine the most efficient channels for their marketing expenditures by starting to optimize campaigns at the sub-publisher level. As a result, Zupee used Adjust’s attribution capabilities to enhance and scale user acquisition by 25%.
- Cost Control: As Zupee’s reach grew, its operating expenses started to skyrocket. The business used Liftoff’s Demand-Side Platform (DSP) to run programmatic campaigns for one of its games in order to control these expenses. This tactic maximized advertising spending while increasing installation rates.
- Network Issues: Slow loading times, connection difficulties, frequent disconnections, and other network-related disturbances are just a few of the issues that Zupee users have reported encountering. Zupee must constantly improve its infrastructure because these problems have the potential to diminish the overall game experience.
Future Plans
Zupee intends to expand its selection of games in the future by including card games like rummy and poker as well as fantasy games. Additionally, they intend to prioritize responsible gambling, innovation, and compliance. Zupee is also focusing on diversity, fair pay, and equal access to possibilities for advancement in order to create a more egalitarian workplace.
