Zupee, the digital skill-based gaming platform, is riding a wave of popularity in India’s gaming landscape, largely due to its reimagined version of the beloved board game, Ludo. On Wednesday, July 9, 2025, Ravi Shankar Jha, Director of Public Policy at Zupee, shared insights into the platform’s growing reach, highlighting its leadership in the skill-based Ludo space.
Founded in 2018 by IIT Kanpur alumnus Dilsher Malhi, Zupee has reshaped traditional Ludo for digital audiences, making it faster, more strategic, and, importantly, centered around skill rather than sheer luck.
Key Takeaways:
- Zupee’s Ludo is gaining traction due to its skill-based gameplay and quicker rounds.
- The platform offers both free and real-money games, with the vast majority of users spending under Rs 100.
- Emphasis on user safety includes robust digital security and fraud prevention.
- Zupee actively collaborates with government bodies to help shape real-money gaming regulation in India.
Reworking a Classic for Today’s Gamer
Zupee’s standout offering remains its digital Ludo game. According to Jha, the platform has been carefully tweaked to reduce the element of chance while emphasizing quick thinking and tactical play. This redesign has made it more engaging for modern users who prefer fast-paced, mentally stimulating games.
The company offers both free-to-play and real-money formats, catering to a broad audience. Interestingly, over 90% of Zupee players have a lifetime average spend of less than Rs 100. That statistic, Jha explained, reflects the entertainment-driven nature of the platform, rather than a strong focus on high-stakes betting.
“Most users just play for fun. They might spend a little, but it’s not significant—it’s like buying a cup of coffee,” Jha said.
Safety at the Forefront
User safety isn’t just a feature for Zupee—it’s a pillar. Jha emphasized that the platform is serious about safeguarding its users, investing heavily in secure digital infrastructure and fraud prevention.
Zupee does not support any cash transactions. Instead, all activity is conducted through partnerships with trusted, RBI-approved payment gateway providers. This eliminates the usual risks associated with cash-based gaming platforms.
Govind Mittal, Chief Spokesperson for Zupee, reinforced this stance, pointing to their real-time fraud detection system, which proactively flags and blocks suspicious behavior. Additionally, a dedicated grievance redressal team is in place to support users facing any issues.
Working with Policymakers
Beyond gameplay, Zupee is actively involved in policy discussions. The company collaborates with both central and state governments to help define a regulatory path for the real-money gaming sector.
Jha acknowledged that states are at different stages of engagement on this issue, but confirmed Zupee’s ongoing participation in these conversations. The company currently employs around 450 people and sees itself as a stakeholder in shaping responsible gaming norms.
Mittal made a pointed request to the central and Uttar Pradesh governments: establish clearer frameworks to differentiate genuine gaming platforms from questionable ones.
He stressed that Zupee’s offerings qualify as “games of skill” — ones where a player’s success depends on their experience, focus, and strategic thinking, not random chance. In a market flooded with options, this emphasis on skill gives Zupee a distinct identity.
FAQs
Q1: What sets Zupee’s Ludo apart from traditional Ludo?
A1: The Zupee version focuses on strategic thinking and reduced randomness. It also has a faster pace, making gameplay more dynamic and skill-driven.
Q2: How does Zupee protect users financially?
A2: All financial transactions are routed through RBI-approved payment gateways. Cash dealings are prohibited, and a fraud-check system actively blocks suspicious activity.
Q3: Is it possible to play without spending money?
A3: Absolutely. Zupee offers both free and real-money games, so users can play purely for fun without any financial commitment.
Q4: What is Zupee’s role in gaming regulation?
A4: The company is in ongoing talks with government authorities to help craft fair regulations. It advocates for distinguishing responsible platforms from non-genuine ones.
