Case Study · Zupee · Scaling at Scale
Ludo Supreme
Flagship Game | 0→1 Game Creation & Scale
Game Overview
Launched in March 2020 during COVID, Ludo Supreme rapidly scaled into Zupee's flagship game, driving both engagement and real-money participation. Built on a mass-market mechanic, it enabled instant adoption across Bharat users, especially in Tier 2 and 3 cities.
Designed from first principles, the game introduced skill-based scoring, short formats, and high-frequency reward loops. It grew to 150M+ users before the 2025 RMG ban, after which it successfully transitioned into a Z-coin based free-to-play model. I led the end-to-end game design and product experience, shaping the systems that powered its scale.
Context
Product: Skill-based Ludo format (real-money gaming)
Stage: 0 → 1 creation + scale
Role: Owned end-to-end game + product experience
- Game journey & scoring mechanics
- UX & onboarding
- Rewards & wallet flows
Goal
Build a high-frequency, low-friction game to drive daily engagement and monetization.
Problem
Traditional Ludo formats failed to retain users:
- Long, unpredictable sessions → low repeat play
- High dependence on luck → weak sense of control
- Poor first-session experience → early drop-offs
- Delayed/unclear rewards → low trust
Impact: Lower retention, engagement, and revenue
Core Insight
Users prefer quick, skill-perceived wins with instant gratification over long, complex gameplay.
Key observations:
- Short sessions drive habit formation
- Perceived control > actual randomness
- Instant reward clarity increases trust and replay
Game System Design
Core Loop
- 2/3/4 player format
- 2–4 minute sessions
- Instant game resolution → immediate replay
Reward Loop
- Upfront reward visibility
- Instant payout feedback
- Clear win/loss communication
Engagement System
- Quick re-entry into matches
- Fast matchmaking
- Low cognitive load → play anytime
Monetization Logic
- Entry fee + win reward structure
- Designed for high frequency play
- Transparent transactions build trust
Product screens across match, scoring, and win states
Execution & Leadership
- Led end-to-end design across gameplay + product systems
- Partnered with product, data & engineering for rapid iteration
- Ran continuous experiments on onboarding, rewards, and flow
- Built scalable design systems for faster releases
Results
- Increased repeat gameplay frequency
- Improved first-session completion
- Strong contribution to retention & monetization
- Created a scalable format extended across variants
Game Themes & Emojis
Unlockable dice, theme upgrades and emoji packs — users unlock or purchase these through progression or spending.
Cricket
Casino
Holidays
Established a high-frequency, habit-forming game loop that can be adapted to build scalable, retention-led casual games for Bharat audiences.
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