Zupee has acquired microdrama startup Vertical TV, marking its expansion beyond gaming into short-form, mobile-first storytelling.
Skill-based gaming platform Zupee has acquired Vertical TV, a startup focused on short-form, episodic video content, as it looks to broaden its presence in India’s fast-evolving digital entertainment landscape.
Financial terms of the acquisition were not disclosed.
Why microdramas?
Microdramas — short, vertical video episodes designed for mobile consumption — have seen rapid adoption in Asian markets.
They combine:
- Narrative storytelling
- Bite-sized formats
- High engagement cycles
For platforms, microdramas offer higher retention than passive scrolling.
Zupee’s strategic shift
The platform has traditionally focused on skill-based gaming. The acquisition signals a diversification into adjacent entertainment formats that:
- Share similar user demographics
- Encourage repeat engagement
- Are monetisable through ads and in-app purchases
Content and gaming are increasingly converging around attention rather than format.
What Vertical TV brings
Vertical TV specialises in:
- Original microdrama formats
- Creator-led storytelling
- Mobile-first production
Its content engine and creative workflows are expected to complement Zupee’s distribution and monetisation capabilities.
A crowded but growing space
India’s short-form video ecosystem remains competitive, with global and domestic players vying for attention.
Zupee’s entry suggests confidence that differentiated formats — rather than generic feeds — can still create space for growth.
Monetisation questions remain
Microdramas are still an evolving business model. Platforms experiment with:
- Ad-supported viewing
- Episode unlocks
- Brand integrations
Zupee’s gaming DNA could help refine monetisation without alienating users.
Entertainment beyond categories
The acquisition reflects a broader trend: platforms are no longer defined by single categories like gaming or video.
Instead, they are competing for time, engagement, and community — wherever attention flows.
