Zupee Revolutionizes Gaming in India with Skill-Based Ludo Platform

Zupee, India's leading skill-based Ludo platform, has rapidly transformed the gaming landscape since its inception in 2018. With innovative gameplay and a focus on traditional Indian board games, Zupee has attracted millions of users, expanded into new markets, and championed inclusivity in gaming. In this article, Akanksha Dhamija, Chief Operating Officer at Zupee, shares insights into the company's key milestones, strategies for growth, and vision for the future of skill-based gaming in India.

Q1. What are the key milestones in Zupee's journey?

Since its inception in 2018, Zupee has experienced rapid growth and achieved significant milestones, firmly establishing itself as India's largest skill-based Ludo platform. Recognizing an opportunity in the Real Money Gaming (RMG) industry, initially dominated by Fantasy and Card games, Zupee identified a white space & growing demand for traditional Indian board games. Addressing this gap, Zupee innovatively introduced skill elements to Ludo, pioneering a new category of skill-based Ludo games. This strategic move proved successful, with Zupee's flagship game, Ludo Supreme, quickly gaining popularity.

By infusing Ludo with skill-based challenges and rewards, Zupee has enhanced the Ludo gaming experience, making it more engaging and rewarding for players. Within the first two years, Zupee onboarded over 35 million users, showcasing the fastest growth in the industry. Consequently, Zupee Ludo gained a huge popularity contributing to our market dominance. Today, Zupee has over 100 million registered users and records around 7Mn + daily ludo gameplays on Zupee, emerging as the largest skill based ludo platform.

Q2. How has Zupee expanded into new markets, and what strategies have been employed to succeed in these markets?

Zupee has expanded into new markets by addressing local preferences,user behaviors, triggers & barriers , and adapting content and gameplay to align with cultural nuances. Partnering with local influencers has also played a crucial role in raising awareness swiftly.

Zupee's innovative 360-degree marketing strategies have utilized a diverse mix of channels and influencers to extend its reach beyond metros to tier 1 and 2 cities and beyond. Moreover, emphasizing regional content and maintaining a strong, cohesive narrative across campaigns has been integral. These combined efforts, and robust customer support, have facilitated successful entries into new markets, driving user acquisition and ensuring sustainable growth for the platform.

Q3. What role do women play in gaming, and how is Zupee supporting and encouraging female gamers?

Women are integral to the gaming community, bringing diverse perspectives and talents that enrich the industry. At Zupee, we actively promote inclusivity by creating a welcoming environment where women can thrive and excel, both as gamers and employees. Zupee’s core offering is skill based Ludo & games such as Ludo, are deeply rooted in Indian culture, evoke nostalgia and are highly inclusive and neutral across age, region and gender, appealing to the broadest audience in the country.

Recent reports indicate a significant presence of women gamers in India, comprising 41% of the gaming population, underscoring their vital role in the community. In addition to supporting women gamers, we prioritize an inclusive workplace. We have implemented policies like paid period leaves to create a supportive environment for women. Additionally, women hold key leadership positions within our organization, reflecting our commitment to fostering diversity. Our goal at Zupee is to empower and encourage more women to engage and excel in gaming, driving innovation and growth within the industry in India.

Q4. How popular is gaming in Tier 2 and Tier 3 cities ?

Gaming has seen a surge in popularity within Tier 2 and Tier 3 cities across India. The increasing affordability of smartphones and internet connectivity has played a pivotal role in making gaming more accessible to residents in these areas.

As a result, there has been a notable rise in the number of gamers from smaller cities embracing digital entertainment. This trend underscores the expanding influence and engagement of Tier 2 and Tier 3 cities in shaping India's gaming landscape, reflecting a robust and inclusive gaming culture across the nation.

Q5.  What are Zupee's marketing strategies, and how are they tailored to different demographics?

Central to our strategy is the celebration of traditional Indian games like Ludo. By seamlessly integrating these beloved pastimes into our product portfolio, we evoke nostalgia and familiarity that resonates across diverse age groups and backgrounds.

Zupee prioritizes Marketing channels based on their resonance with the target audience, utilizing digital platforms, social media, influencer partnerships, TV advertising, and strategic sponsorships. Complementing these efforts, we focus on creating  engaging content that highlights the unique features and benefits of our games, nurturing an active and vibrant user community.

Q6. What is Zupee's company culture like, and how does it contribute to the overall success and innovation of the company?

Zupee believes in a merit based and highly collaborative company culture that promotes innovation and high ownership. The company encourages innovation and creativity among its employees, providing opportunities to work on challenging projects and make a meaningful impact across levels. Zupee also emphasizes responsible gaming practices, ensuring that its games are designed with the well-being of its users in mind.

Our company culture plays a pivotal role in nurturing talent and fostering a sense of ownership among our employees. By empowering individuals to take initiative and experiment with new ideas, we cultivate a spirit of entrepreneurship that drives our innovation forward. Overall, Zupee's vibrant company culture not only enhances employee satisfaction but also contributes significantly to our overall success by fostering creativity, teamwork, and a passion for continuous learning and growth.

Q7. What is Zupee's vision for the future of skill-based gaming in India, and how does it envision shaping the industry's trajectory?

Skill-based gaming is experiencing remarkable growth driven by factors like increased internet accessibility, rising smartphone penetration, and growing demand for entertainment platforms among tech-savvy youth. This shift highlights gaming's evolution into a mainstream form of active entertainment, attracting a diverse audience eager for intellectually stimulating gameplay. The focus is increasingly on games that combine entertainment with strategic thinking and refine skills, sparking innovation in game development and expanding the variety of games to cater to diverse player preferences.

Another significant trend is the increasing involvement of women in gaming, challenging its once male-dominated perception. Zupee is at the forefront of this evolution, fostering a culture of responsible skill based gaming in India. At Zupee, we keep on exploring new avenues for engagement and utilize cutting-edge technologies to elevate player experiences.

Q8. How does Zupee's product development process ensure that it meets the needs of its users, and what feedback mechanisms are in place?

Zupee’s product development approach is all about keeping the user at the heart of our product design. Zupee employs a variety of approaches like conducting thorough market research and user behavior analysis. This helps in identifying and understanding the evolving preferences and expectations of our user base. The company's product development process integrates cross-functional teams, including designers, developers, product managers, and business owners, directly participating in research studies.This approach aims to foster and cultivate user empathy comprehensively throughout the organization.

Moreover, Zupee conducts thorough testing and quality assurance processes to ensure that its products meet high standards of quality and usability. Zupee employs various feedback channels to gather user input and suggestions. This includes conducting surveys focused on aspects like gameplay, user interface, and overall experience. Additionally, the company conducts user testing to assess product usability and gather feedback on the user experience. We  continuously monitor user feedback and market trends to identify areas for improvement and innovation, ensuring that our games remain engaging and relevant to its users.