Zupee has made a significant move in the Indian digital entertainment space by acquiring Vertical TV, a Mumbai based microdrama startup. The acquisition, reportedly valued at under 40 crore rupees, brings Vertical TV’s creative team into Zupee Studio, the company’s short video content platform. Vertical TV, launched in 2024 under the brand The Eight Network, specializes in short vertical video storytelling that appeals to mobile first audiences.
This acquisition is part of Zupee’s strategic shift from real money gaming to social games and content following regulatory changes in India. By bringing in a team experienced in serialized microdramas, Zupee aims to strengthen its production capabilities and deliver engaging story driven content to its users.
Microdramas are gaining popularity for their concise and engaging format, typically spanning one to three minute episodes designed for mobile consumption. Industry experts estimate the microdrama market could grow to five billion dollars in the coming years as mobile first consumption and AI assisted production methods continue to evolve.
With this move, Zupee joins a growing trend among digital entertainment platforms in India to focus on short vertical storytelling. Previous acquisitions, such as the Australian AI startup Nucanon, indicate Zupee’s broader ambition to leverage technology and creativity to deliver interactive and compelling narratives.
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