Zupee Soonicorn

Reimagines classic Indian board games (Ludo) as skill-based formats rather than games of pure chance.

Mass-market casual mobile gamers who play skill-based games for real cash prizes.

Zupee runs round-the-clock customer support alongside educational resources on healthy gaming habits for its real-money players.

Users can set their own deposit limits as a self-service responsible-gaming control so they don't spend beyond what they can afford.

Zupee shows users transparent reporting of their winnings and losses to help them stay aware of their own gaming spend.

The platform enforces rules against harassment, threats, or abuse between players to keep the player community respectful.

Content delivered directly to Jio phone users to reach non-metro India.

Zupee designs and develops short-format, skill-based reinterpretations of classic Indian board games such as Ludo, with sessions intentionally kept brief.

Marketing is Zupee's single biggest operating activity by spend — advertising and sales promotion alone accounted for just over half of total FY23 expenditure.

Zupee runs ongoing anti-collision monitoring systems that watch for suspicious play patterns indicating potential foul play, alongside third-party RNG certification of its games.

Zupee's Random Number Generator is independently certified by iTech Labs to guarantee fair, unbiased game outcomes.

In Ludo Supreme and select formats, every dice roll and token move is logged to an unchangeable blockchain ledger that players can independently verify.

Zupee operates a proprietary, highly scalable backend server system built to secure user data and support real-money gameplay at scale.

Distribution partnership to deliver Zupee's games to Jio phone users.

Free-to-play games alongside paid entry-fee games where winners take real-money prizes.

Advertising and promotion is Zupee's largest single cost line, more than half of total spend, and grew far faster than revenue in FY23.

Zupee pays out cashback to users as a retention/incentive cost, its second-largest identified expense line.

Total expenditure — including employee benefits, commissions, legal/professional charges, server and IT costs, and other overheads — rose sharply in FY23.