Zupee, a prominent skill-based gaming platform in India, has pivoted to short video content and astrology services in September 2025, following a nationwide ban on real-money gaming. This strategic move highlights Zupee’s adaptability in response to regulatory challenges and its aim to capitalize on India’s booming digital content and astrology markets. In this article, we examine the drivers behind Zupee’s pivot, its new business model, and the implications for India’s digital landscape. TechCrunch
Zupee’s Strategic Shift: Key Details
The 2025 real-money gaming ban in India, aimed at addressing gambling concerns, disrupted Zupee’s core business of offering cash-based games like ludo and rummy. In response, Zupee has launched new services focused on short video content and astrology, leveraging its existing technology and user base. Key features include:
- Short Video Platform: Zupee’s new short video feature, inspired by platforms like Instagram Reels and YouTube Shorts, offers user-generated content in entertainment, lifestyle, and education categories.
- Astrology Services: The platform now provides personalized horoscopes, astrology readings, and virtual consultations, tapping into India’s culturally significant astrology market.
- User Transition: Zupee is migrating its 70 million+ gaming users to these new services, using AI-driven personalization to boost engagement.
- Revenue Model: The company plans to monetize through advertisements, premium subscriptions for exclusive content, and paid astrology consultations.
This pivot follows significant regulatory hurdles, including increased taxation and compliance requirements, which rendered Zupee’s gaming model unsustainable.
Reasons for Zupee’s Pivot
Several factors prompted Zupee’s shift to short video and astrology:
- Gaming Ban Impact: India’s 2025 ban on real-money gaming forced Zupee to abandon its primary revenue source, necessitating a rapid business model overhaul.
- High-Growth Markets: The short video market in India, projected to reach $5 billion by 2027, and the $10 billion astrology market offer lucrative opportunities for growth.
- Cultural Relevance: Astrology resonates deeply with Indian consumers, with millions seeking spiritual guidance, making it a natural fit for Zupee’s new direction.
- Technological Advantage: Zupee’s expertise in building engaging, scalable platforms enables it to compete in the content and astrology spaces effectively.
Implications for India’s Digital Ecosystem
Zupee’s pivot has far-reaching implications:
- Regulatory Resilience: The shift showcases how Indian startups can adapt to stringent regulations, setting a model for others in the gaming sector.
- Content Market Competition: Zupee’s entry into short videos intensifies competition with platforms like Moj, Josh, and ShareChat, driving innovation in user-generated content.
- Astrology Market Expansion: By digitizing astrology services, Zupee could formalize and grow this niche, appealing to India’s young, tech-savvy audience.
- User Retention: The pivot aims to retain Zupee’s existing user base while attracting new users in Tier 2 and Tier 3 cities, where digital adoption is surging.
The Bigger Picture: India’s Digital Evolution
Zupee’s pivot aligns with India’s dynamic digital transformation, as evidenced by trends like Blinkit and Zepto’s projected 1 billion orders by Diwali 2025 and India’s #1 ranking in global cryptocurrency adoption. The short video market, fueled by over 800 million smartphone users, is a cornerstone of India’s digital economy, while astrology remains a cultural mainstay, blending tradition with technology. Zupee’s move reflects the adaptability required in India’s fast-evolving regulatory and market landscape.
Globally, Zupee’s pivot parallels other tech shifts, such as Russia’s digital ruble trials to bypass sanctions and Japan’s Digital Yen plans, highlighting how companies worldwide are navigating challenges to seize new opportunities.
What’s Next for Zupee?
As Zupee rolls out its new services, key developments include:
- Expanding its short video platform with localized, high-quality content to rival established players.
- Enhancing astrology offerings with AI-driven personalization and partnerships with prominent astrologers.
- Developing monetization strategies, including ad networks and premium subscriptions for exclusive content.
- Exploring international expansion in markets with demand for short videos and astrology, such as Southeast Asia and the Middle East.
Conclusion
Zupee’s pivot to short video and astrology services in 2025 demonstrates its resilience in the face of India’s real-money gaming ban. By tapping into high-growth sectors with cultural and digital relevance, Zupee is poised to redefine its role in India’s digital ecosystem. As short videos and astrology gain momentum, Zupee’s strategic shift could inspire other startups to adapt and innovate in a rapidly changing market.
