Once one of the major participants in the market, Zupee has completely changed its business model to become a powerhouse in short-video entertainment as a result of India’s extensive prohibition on real-money gaming, often known as online app-based gambling.

The business revealed on Wednesday that Zupee Studio, its recently released platform, had amassed over 10 million downloads on the Google Play Store in only a few weeks, making it one of the fastest-growing entertainment apps in India.

Mother of all things is need.
A total prohibition on online money games (i.e., money-in, money-out applications) was declared in August 2025 after the Promotion and Regulation of Online Gaming Act, 2025 was passed by the Parliament. When the rule went into effect on October 1, 2025, it essentially struck down the business models of organizations like Dream11, MPL, Zupee, and others that had developed billion-rupee industries around “wagering” on fantasy sports and supposed real-money contests.

Zupee swiftly shifted to entertainment as its primary revenue stream collapsed.

Zupee Studio was introduced in early September 2025 and provides bite-sized video material for mobile phones that is vertically oriented. The episodes range from one to three minutes and include comedy, action, romance, and thriller genres. These might be familiar to you from the advertisements for international markets such as ReelShort, FlickReels, and DramaBox.

The platform focuses on mobile-first consumers in India, especially in Tier 2 and Tier 3 cities, where there has been a quiet increase in demand for short, interesting content in the years following the epidemic.

“Zupee Studio was founded on our passion for gaming in order to provide happiness by producing high-caliber, easily accessible microdramas. Zupee’s Chief Spokesperson, Govind Mittal, told agencies that the rapid 10 million downloads “reflects India’s growing appetite for entertainment on their terms—one minute at a time.”

In their first four weeks, the company’s flagship series, Maut Ki Ghati (Valley of Death), Khooni Flat Ka Rahasaya, and Ghost in Love, have amassed over 5 million views.

Using a freemium business strategy, Zupee Studio provides preview episodes without charge, but charges Rs 499 each quarter for ad-free access with its Zupee Plus subscription.

“Ghati Layoffs Ki”
Although it had a price, the pivot appeared to have paid off. In the wake of the gambling prohibition, Zupee let go 170 workers, or around 30% of the employment.

As businesses rush to adjust or cease operations, thousands of jobs have been lost across the industry, hurting other significant players in a similar way.

In order to increase its reach, Zupee intends to premiere seven new original series by the end of the year and start dubbing international titles into Hindi. In order to increase user engagement, the company is also creating interactive elements.