Data science and analytics are crucial to the online gaming industry as for game development, player acquisition and retention, player experience, and issues of security, transparency and fair play are dependent on high quality of data analytics, shared Sai Mushyam, VP Data Science and Analytics, Zupee, in an exclusive interaction with Abhineet Kumar of Elets News Network (ENN).

Zupee is recognized as the largest skill based ludo platform India with a leading market share in the casual and board games segment. What strategies and innovations have been pivotal in achieving this rapid growth and market dominance?

This rapid growth is marked by a mix of product innovation, data driven business strategy and creative marketing strategies.

Founded in 2018, Zupee aimed to transform India’s skill-based online gaming landscape. Identifying an opportunity in the Real Money Gaming (RMG) industry, which was dominated by Fantasy & Card games, Zupee noticed a growing demand for traditional Indian board games. Addressing this gap, Zupee innovatively introduced skill-based elements to Ludo, pioneering a new category. This strategic move led to the rapid popularity of Zupee’s flagship game, Ludo Supreme, among users

In reinventing classic board games like Ludo, we demonstrated gaming innovation by being the first company to introduce skill- based elements to Ludo, becoming a category creator of skill- based Ludo games.

Zupee Ludo was launched in the real money segment as having more skin in the game motivated players to upskill, compete and perform better.

Driving product innovation, Zupee Ludo is backed by responsible gaming measures, such as RNG certification, no bots play, multiple gaming formats, short-spanned games with small ticket size, and payment protection.

From a promotion perspective, Zupee’s innovative 360-degree marketing strategies leverages a unique channel and influencer mix to maximise its reach and create an audience beyond metros to tier 1 and 2 cities and beyond. We have devised strong, consistent narrative across campaigns, with relatable storytelling.

Consequently, Zupee Ludo has gained a huge popularity contributing to our market dominance. Currently, Zupee has over 80 million registered users and records around 7Mn + daily ludo gameplays on Zupee, emerging as the largest skill based ludo platform.

Zupee’s games are approved and certified by AIGF as Games of Skill. Could you elaborate on the criteria and processes involved in obtaining this certification, and how it influences your game development and analytics practices?

“Game of skill” shall mean any game that has a preponderance of skill over chance in the determination of its outcome. There are multiple quantitative and qualitative tests that are used to determine if a game has preponderance of skill

Our game design focuses on making the gameplay skill- dependent, minimising the role of chance in the gameplay.For instance, In Zupee’s innovative game formats, some do not involve dice, adding an intriguing twist. Time-based formats combined with point scoring test players’ motor skills and strategic thinking against opponents. Another format replaces opponents with obstacles, challenging players to maximise scores by overcoming hurdles. In Zupee’s Ludo Supreme, all four tokens are open to play from the start, eliminating the need to roll a specific number to begin. Zupee’s Ludo variations (Ludo Supreme, Ludo Supreme League, Ludo Turbo, etc.) incorporate features like time limits for strategising and the option to skip moves, enhancing gameplay depth and maximising player skill.

Our extensive data driven process for game design ensure that we test multiple mechanics to ensure that they will meet the high bar of skill criteria and make it fun for our users

What are some of the major challenges you face in the field of data science and analytics within the online gaming industry? How do you overcome these challenges, and what role does innovation play in addressing them?

Data science and analytics are crucial to the online gaming industry as for game development, player acquisition and retention, player experience, and issues of security, transparency and fair play are dependent on high quality of data analytics.

For instance, user data analytics are pivotal in understanding player behavior and preferences, crucial for shaping effective business and game development strategies that enhance gaming experiences. Moreover, data analytics plays a vital role in detecting and addressing issues like cheating and hacking. Additionally, leveraging data sciences leads to informed decision-making, improved monetisation strategies, and efficient resource allocation, fostering the evolution of robust business models.

A significant challenge in the gaming industry is to keep up with the volume, velocity and new changes in data. So the state of the art data infrastructure we built at Zupee is of utmost importance that enables us to keep up with the rapid changes and deliver on world class experiences for our users

In your opinion, what are the emerging trends and technologies in data science and analytics that will shape the future of the online gaming industry? How is Zupee preparing to integrate these advancements into its operations?

With online gaming becoming really popular in India, the sector has faced an explosion of data with the increasing adoption of digital technologies. The gaming industry is not only at the forefront of accelerating the adoption of artificial intelligence and machine learning, it is also looking forward to a greater adoption of virtual and augmented reality and cloud gaming.

Zupee has been at the forefront of these technological advancements which has helped in delivering real time ML applications at scale, for instance, interpreting data and user behavior to understand our users better.

Our long term vision and belief in the importance of AI enabled us to plan for the infrastructure requirements well in advance so that we can capitalise on the emerging trends in this space.

How does data analytics influence Zupee’s overall business strategy and decision-making processes? Can you share insights on how data-driven strategies have contributed to achieving business objectives and competitive advantage?

Data analytics is integral to Zupee’s business strategy and decision-making processes. By leveraging advanced analytics, we gain deep insights into user behavior, preferences, and engagement patterns, allowing us to tailor our offerings to better meet user needs. This data-driven approach enhances our ability to personalize user experiences, driving satisfaction and retention.

Analytics informs our product development by highlighting popular features and user pain points thereby identifying areas for improvement, ensuring our games remain engaging and competitive. Marketing strategies are optimised through data analytics, enabling us to target the right audience with precision, maximising ROI and attracting a loyal user base.

Operational efficiency is improved by analysing data to streamline processes and address inefficiencies, enhancing overall performance and user satisfaction. In terms of risk management, data analytics helps detect and mitigate potential risks, such as fraudulent activities or data breaches, by monitoring patterns and anomalies. This proactive approach ensures a secure gaming environment, maintaining user trust

Overall, our data-driven strategies have led to increased user engagement, higher revenue growth, and an enhanced product offering that sets us apart from competitors. By continuously leveraging data, we achieve our business objectives and secure a competitive advantage, solidifying our position as a leader in the gaming industry.

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