MediaNama’s Take: Top Indian startups in the real-money gaming space, such as Zupee and WinZO, have begun pivoting to micro dramas, in-app purchases and subscriptions to stay afloat after New Delhi effectively banned the sector last month.
While India’s new online gaming law strictly prohibits the real-money gaming operations of such platforms, the industry still struggles with serious regulatory gaps. A case in point is online gambling casino Stake.
A MediaNama investigation in May revealed that Stake’s India website is still operational despite gambling being illegal in the country. The report alleged that the platform has been leveraging influencer marketing to promote underage gambling in India.
Several celebrities, including Raftaar, Karan Aujla, and Drake, were also found endorsing the gambling site to younger audiences, with little regard for age checks or regulatory compliance.
The Advertising Standards Council of India’s 2024–2025 report found that over half of online betting ads violated existing norms, while influencer-related ads accounted for 14% of all problematic advertisements.
In the wake of these challenges, there is a growing need to keep platforms such as Zupee and WinZO in check, especially at a time when real-money gaming, their core revenue stream, has been disrupted.
What’s the News?
Gaming platform Zupee is turning to micro dramas and subscriptions to navigate the government’s blanket ban on real-money games. The company is launching a short-format digital content platform, Zupee Studio, which will offer bite-sized drama shows to its over 150 million users.
The platform will feature micro dramas of 1-3 minutes across genres such as comedy, romance, thriller, drama, fantasy and crime, with shows dubbed from foreign languages.
While the feature is currently live for select Android users, plans are underway to roll it out to iOS soon.
“This is just the first of many new experiences we aim to create for our audiences. Zupee Studio reflects our long-term vision of shaping the future of entertainment in India,” Dilsher Singh Malhi, co-founder and CEO of Zupee, said in a statement.
In addition to Zupee Studio, the company is also offering a paid subscription service, Zupee Plus, which gives users access to ad-free games and shows. The premium service costs Rs 499 for 3 months.
Post-RMG Ban, Platforms Diversify Beyond Gaming
The launch comes less than a month after the Centre government banned real-money games, whether based on skill or chance, under the Promotion and Regulation of Gaming Act, 2025, which was signed into law last month.
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The new legislation bans all forms of online real-money games while promoting e-sports and other online games. It seeks to prohibit advertisements related to online money games and bans banks and financial institutions from transferring funds for any of these games. It also imposes penalties of up to three…
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