In a strategic move to diversify its offerings beyond traditional real money gaming (RMG), Indian gaming startup Zupee has announced the acquisition of AI storytelling company Nucanon. The Sydney-based startup specializes in artificial intelligence–driven narrative experiences that evolve dynamically based on user choices.
While the financial details of the deal remain undisclosed, the acquisition signals Zupee’s continued push into AI-powered entertainment and interactive storytelling, especially following India’s recent ban on real money gaming. This move underscores the company’s intent to redefine how players experience games — blending storytelling, emotion, and user agency.
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Zupee’s Shift Beyond Real Money Gaming
Founded in 2018, Zupee quickly rose to prominence as one of India’s leading skill-based gaming startups. However, with the regulatory ban on RMG, the company has been actively experimenting with new formats and technologies to expand its footprint in the broader entertainment ecosystem.
The acquisition of Nucanon represents a pivotal step in this evolution. By integrating Nucanon’s advanced AI storytelling engine, Zupee aims to create an entirely new genre of interactive story games — experiences where users don’t just play, but shape the narrative in real time.
AI Storytelling: The Future of Interactive Entertainment
According to Zupee’s official statement, Nucanon’s proprietary AI technology enables stories to adapt dynamically, simulating natural conversations, remembering past user interactions, and generating unique plotlines. This means no two story experiences will ever be the same — offering players personalized adventures that blend the emotional depth of film with the freedom of gaming.
Zupee CEO Dilsher Singh Malhi described the acquisition as a milestone in the company’s mission to build “the world’s most advanced interactive story platform.” Malhi added that the integration of AI storytelling will “merge the emotional depth of cinema with the agency and engagement of gaming,” opening up new creative possibilities for both players and storytellers.
Nucanon’s Role in Zupee’s Future Vision
Post-acquisition, Nucanon’s founding team will take charge of leading product innovation from Zupee’s India headquarters. The company also plans to expand its workforce across product, technology, and design, inviting creators, writers, and developers to collaborate on its next-generation interactive experiences.
By combining Nucanon’s storytelling expertise with Zupee’s gaming ecosystem, the startup aims to set new benchmarks in the field of AI-driven entertainment, offering players a deeper sense of immersion and emotional connection.
A New Chapter in Gaming Innovation
As India’s gaming industry adapts to changing regulations, Zupee’s strategic pivot toward AI storytelling highlights the company’s agility and long-term vision. By blending artificial intelligence, creativity, and interactivity, Zupee is positioning itself at the forefront of the next big wave in gaming — where stories are not just told, but lived.
With the Nucanon acquisition, Zupee is not just evolving its product portfolio; it’s reshaping the future of interactive entertainment, creating experiences that engage both the mind and the heart.
