How Zupee reinvented itself after the online betting app ban

In a dramatic industry pivot forced by India's sweeping ban on real-money gaming (read: online app-based gambling), Zupee—once among the leading players in the industry—has reinvented itself as a short-video entertainment powerhouse.

The company announced Wednesday that its newly launched platform, Zupee Studio, crossed 10 million downloads on the Google Play Store within just weeks of its launch, making it one of India's fastest-growing entertainment apps.

Necessity is the mother of...

In August 2025, with the Parliament passing the Promotion and Regulation of Online Gaming Act, 2025, a complete ban on all forms of online money games (i.e., money-in, money out apps) was announced. The law, which came into force on October 1, 2025, effectively shut down the business models of companies like Zupee, Dream11, MPL, and others that had built billion-rupee industries around alleged real-money contests and "wagering" on fantasy sports.

Faced with the collapse of its core revenue stream, Zupee quickly pivoted to entertainment.

Launched in early September 2025, Zupee Studio offers bite-sized video content—1 to 3-minute episodes spanning romance, thriller, comedy, and action—designed for vertical viewing on mobile phones. You may know these from the ads of ReelShort, FlickReels, and DramaBox, which serve international markets.

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The platform targets India's mobile-first audiences, particularly in Tier 2 and Tier 3 cities, where appetite for quick, engaging content has quietly surged over the years post the pandemic.

"Zupee Studio was born from our gaming roots to deliver joy through accessible, high-quality microdramas. Crossing 10 million downloads so quickly reflects India's growing appetite for entertainment on their terms—one minute at a time," Govind Mittal, Zupee's Chief Spokesperson told agencies.

The company's flagship series—Maut Ki Ghati (Valley of Death), Khooni Flat Ka Rahasaya, and Ghost in Love—have collectively garnered over 5 million views in their first four weeks.

Zupee Studio operates on a freemium model, offering teaser episodes for free while charging Rs 499 per quarter for ad-free access through its Zupee Plus subscription.

‘Layoffs Ki Ghati’

The pivot seemed to have paid off, but it came at a cost. Zupee laid off 170 employees—about 30 per cent of its workforce—following the gaming ban.

Other major players have suffered similarly, with thousands of jobs lost industry-wide as companies scramble to adapt or shut down operations.

Looking ahead, Zupee plans to release seven new original series by year-end and expand dubbing for global titles into Hindi to broaden its reach. The company is also developing interactive features to deepen user engagement.

Business