Zupee
- Company typePrivate
- Founded2018
- HeadquartersGurugram, India
- Headcount251–500
- GTM typeB2C
- OfferingSoftware
Zupee firmographics
Firmographics- Name
- Zupee
- Legal name
- Cashgrail Private Limited
- Website
- https://zupee.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Zupee industry classification
Industry- Product category
- Mobile Gaming
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Social/UGC & Sandbox Game Studios (Roblox-like) (MPAFAAAF)
- akta.pro secondary industry
- Game Aggregation, Content Distribution & RGS (Remote Game Servers) (MPAEAKAG)
Keywords
Where Zupee is headquartered
LocationHeadquarters
- HQ city
- Gurugram
- HQ country
- India
- HQ region
- Asia
Offices3 records
Markets served
Zupee business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Pre-Ban Real-Money Gaming: Prior to August 2025, Zupee operated as a skill-based real-money gaming platform where users paid entry fees to compete in skill-based games like Ludo, with the company taking a platform fee or commission. This segment was eliminated following India's Promotion and Regulation of Online Gaming Act, 2025.
- Free-to-Play Social Gaming: Post-ban, Zupee transitioned to completely free-to-play games with no deposits or entry fees. Users can withdraw wallet balance without restrictions. Revenue model has shifted to rewards-based engagement, microdrama content (Zupee Studio), and interactive storytelling via Nucanon AI technology.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free-to-play base tier with no entry fees |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
Zupee product offering
Product offeringCore offering
Zupee operates a mobile-first online gaming platform that offers free-to-play, skill-based games adapted from classic Indian board and street games, including Ludo (Supreme, Turbo, Supreme League formats), Snakes and Ladders Plus, Carrom Ninja, Super Over (hand cricket), and Trump Cards Mania. Following India's 2025 real-money gaming ban, it pivoted to a fully free-to-play model and expanded into AI-powered interactive storytelling (via the Nucanon acquisition) and microdramas (via Zupee Studio / Vertical TV).
Product overview
Zupee is a social gaming and entertainment platform offering free-to-play skill-based games, primarily focused on classic Indian board games adapted for digital play. The core product portfolio includes Ludo (in Supreme, Turbo, and Supreme League formats), Super Over (hand cricket), Carrom Ninja, Snakes and Ladders Plus, and Trump Cards Mania. Following India's ban on real-money gaming in 2025, Zupee pivoted to free-to-play models and expanded into interactive storytelling (via Nucanon acquisition) and micro-dramas (via Vertical TV acquisition) through its Zupee Studio vertical. The parent company CashGrail also launched SuperLearn, a micro-learning education app.
Differentiator
Problem solved
Functional benefit
Brands
- Zupee Studio: Short-video platform for microdramas and interactive content
- Ludo Supreme
- Ludo Supreme League
- Ludo Turbo
- Snakes and Ladders Plus
- Carrom Ninja
- Super Over
- Trump Cards Mania
- SuperLearn
- Cashgrail Private Limited
Products and services
- Ludo (Supreme / Turbo / Supreme League) Zupee's flagship free-to-play, skill-based Ludo game offered in three formats: Ludo Supreme (time-based scoring with Super Quick, Quick, and Regular modes), Ludo Turbo (limited-moves strategic play), and Ludo Supreme League (tournament and leaderboard-ranked competitive play). Designed for individual Indian mobile gamers, with real-time multiplayer matches lasting 5-10 minutes.
- Super Over A two-player hand cricket game where each player gets one over (6 balls) to score runs. Players choose numbers 1-6 on each ball; matching numbers result in dismissal, otherwise runs equal the chosen number are scored. Each number can be used only twice per over, requiring planning.
- Carrom Ninja Zupee's fast-paced digital version of the classic carrom board game using numbered tokens instead of traditional black and white coins. Matches are short, time-bound, two-player contests with no fouls, focused on strategy and accuracy.
- Snakes and Ladders Plus A modern digital adaptation of the classic Snakes and Ladders board game with three tokens per player, strategic token selection, scoring for cutting opponent tokens, and bonus points for reaching the 100th square. Designed for 2-4 players in short competitive matches.
- Trump Cards Mania A strategic cricket-themed card game where players use card advantages to win tricks and form highest-value combinations, with quick 8-15 minute matches designed for short mobile sessions.
- Zupee Studio Zupee's short-video platform for microdramas, launched as part of the company's strategic pivot following the 2025 real-money gaming ban. Targeted at Indian consumers of short-form video and microdrama content on mobile, and strengthened through the February 2026 acquisition of microdrama startup Vertical TV (under INR 40 Cr).
- Nucanon Interactive Storytelling Platform Interactive storytelling platform powered by Nucanon's proprietary AI world-building engine, acquired by Zupee in November 2025 for $5 million. Enables creators to design branching narratives and dynamic characters that adapt to user choices, delivered across text, voice, or visual formats.
- SuperLearn Short-video education app for micro-learning launched by CashGrail (Zupee's parent company) on the Google Play Store in December 2025, providing an all-in-one skill-learning platform through short video formats.
Quantifiable outcome
- 100+ million app downloads
- +1 more outcomes
Companies that use Zupee
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Zupee technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature4 records
Zupee partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Vertical TVminorZupee acquired Mumbai-based microdrama startup Vertical TV for under INR 40 Cr to strengthen its recently launched short-video platform Zupee Studio. The acquisition supports Zupee's pivot into microdrama content following India's real-money gaming ban.
- NucanoncoreZupee acquired Australian AI startup Nucanon for $5 million to expand into interactive storytelling. Nucanon's narrative AI technology enables branching narratives and dynamic characters adapting to user choices. The acquisition represents Zupee's strategic pivot from real-money gaming into AI-powered interactive entertainment.
- Reliance Jio PlatformsminorZupee announced partnership with Reliance Jio Platforms to distribute content on Jio phones, aiming to expand in non-metro markets and explore web3 space opportunities. This was part of pre-ban growth strategy.
Scale indicators9 records
Recent moves6 records
Zupee competitors and assessment
Company assessmentDirect peers
- Mobile Premier League (MPL): India's largest skill-based mobile gaming platform offering real-money and free-to-play games including Ludo, Rummy, Fantasy, and casual games. MPL is Zupee's most direct competitor in skill-based casual gaming targeting Indian mobile users.
- WinZO: Indian social gaming platform hosting 100+ skill-based games with both real-money and free-to-play formats. WinZO is a direct competitor in the social, multiplayer, mobile-first skill gaming space in India.
- Games24x7: Operates RummyCircle and My11Circle, two of India's largest real-money gaming platforms, with growing free-to-play offerings. Highly comparable as a skill-based gaming platform pivoting post-PROGA.
- Junglee Games: India-based skill-gaming platform offering Rummy, Poker, and casual games. Operates in the same skill-based gaming regulatory landscape as Zupee and has similarly pivoted post-PROGA 2025.
- Pocket FM: Leading audio microdrama and entertainment platform in India. Directly comparable as Zupee Studio (microdrama) competes for the same audience attention and ad dollars, and represents the format leader Zupee is trying to enter via the Vertical TV acquisition.
- A23 Games: Head Digital Works-operated skill gaming platform offering Rummy, Poker, and casual games with real-money and free-to-play modes. Comparable as a direct competitor in Indian skill-based mobile gaming.
Broad incumbents
- Dream Sports (Dream11): Parent of Dream11, India's largest fantasy sports platform. While fantasy-focused, Dream Sports is a major player in the same real-money gaming ecosystem disrupted by PROGA 2025 and represents a broad incumbent comparable.
- Paytm First Games: Gaming vertical of Paytm (One97 Communications), offering fantasy sports, rummy, and casual games. Operates as a broad incumbent leveraging Paytm's distribution and payments infrastructure in the same Indian gaming market.
Emerging players
- Kuku FM: Indian audio storytelling and microdrama platform with significant user base. Comparable to Zupee Studio as a content-format competitor in short-form audio/video entertainment for Indian consumers.
- Loco: Indian game-streaming and interactive entertainment platform. Comparable as an emerging player in the gaming-adjacent entertainment space targeting similar Indian mobile-first audiences.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Zupee social profiles
Digital presenceZupee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Zupee leadership team
Management profileNumber of profiles
Profiles4 records
Zupee subsidiaries and ownership
Company hierarchySubsidiaries2 records
Zupee funding detail
Funding detailFunding overview
Funding rounds5 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Zupee M&A and investment
M&A and investmentM&A2 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Zupee
What does Zupee do?
Zupee operates a mobile-first online gaming platform that offers free-to-play, skill-based games adapted from classic Indian board and street games, including Ludo (Supreme, Turbo, Supreme League formats), Snakes and Ladders Plus, Carrom Ninja, Super Over (hand cricket), and Trump Cards Mania. Following India's 2025 real-money gaming ban, it pivoted to a fully free-to-play model and expanded into AI-powered interactive storytelling (via the Nucanon acquisition) and microdramas (via Zupee Studio / Vertical TV).
Is Zupee a public or private company?
Zupee is a private company. It is classified as venture growth investor backed and is currently operating.
When was Zupee founded?
Zupee was founded in 2018. It employs 251 to 500 people.
Where is Zupee based?
Zupee is headquartered in Gurugram, India, in the Asia region.
How does Zupee make money?
Two revenue lines are on record. Pre-Ban Real-Money Gaming is the primary driver. The others are free-to-Play Social Gaming.
Who are Zupee's main competitors?
Direct peers on record are Mobile Premier League (MPL), WinZO, Games24x7, Junglee Games, Pocket FM and A23 Games. Broad incumbents are Dream Sports (Dream11) and Paytm First Games. Emerging players are Kuku FM and Loco.
Does Zupee have an API?
No public API is recorded for Zupee.
What industry is Zupee in?
Zupee's product category is Mobile Gaming. Its primary akta.pro industry code is MPAFAAAF, Social/UGC & Sandbox Game Studios (Roblox-like), with a secondary code of MPAEAKAG, Game Aggregation, Content Distribution & RGS (Remote Game Servers). Its NAICS code is 516210 and its SIC code is 7990.