Gaming
Zupee Partners with KBC for ghar baithe jeeto jackpot contest
MUMBAI: Marketers could learn from this collab between Sony and skill-based gaming platform Zupee on how to acquire customers and retain them. The two have partnered to increase stickiness for the Amitabh Bachchan-hosted millionaire (in India it is the crorepati ) show, Kaun Banega Crorepati.
Titled, ‘ghar baithe jeeto jackpot’ contest, offering viewers a chance to win cash prizes by showcasing their knowledge and skills.
The contest, which began on 24 January 2025, awards Rs 1 lakh each to five winners every week. Participants can join from the comfort of their homes by answering questions aired “during” KBC episodes. (So obviously those eager to pocket the Rs 1 lakh will do more than watch, they probably will watch the episodes with a magnifying glass and volume on full.)
Zupee COO Akanksha Dhamija, said: “Our aim is to make skill-based games accessible to everyone. The ‘ghar baithe jeeto jackpot‘ contest offers millions the chance to win big by leveraging their knowledge and skills.”
Sony Pictures Network India head of sales for network channels Sandeep Mehrotra added: “KBC has always celebrated knowledge and aspiration. This collaboration with Zupee enhances viewer engagement, making the dream of winning big more accessible.”
To participate, viewers must download the Zupee app, tune in to KBC on Sony Entertainment Television every Friday at 9 pm, and submit answers via the app by Monday midnight. Winners are announced during the following Friday’s episode, with a new question aired weekly.
Zupee, founded in 2018 by IIT Kanpur alumni Dilsher Singh Malhi and Siddhant Saurabh, is India’s largest skill-based ludo platform. The company is backed by investors such as WestCap Group, Matrix Partners India, and Orios Venture Partners.
This collaboration marks a new chapter in interactive entertainment, bringing together Zupee’s expertise in skill-based gaming and KBC’s knowledge-driven format to reward Indian viewers
Gaming
Konami concludes successful eFootball India campaign
Campaign featuring Rinku Singh, Varun Chakravarthy and other stars boosts engagement ahead of FIFA World Cup 2026.
MUMBAI: When cricket meets football in the virtual world, even the biggest fans can’t help but score and Konami’s latest eFootball campaign in India has clearly hit the back of the net. Konami Digital Entertainment has successfully wrapped up its India campaign for eFootball, which brought together cricketers Rinku Singh and Varun Chakravarthy, actors Naslen Gafoor and Chandu Salim Kumar, and footballers Sahal Abdul Samad and Shubhasish Bose. The multi-star campaign generated strong excitement across gaming, football, and creator communities through social content, fan participation, and in-game engagement.
Building on the initial launch that featured a limited-time Lionel Messi card, the campaign united fan communities, lifestyle creators, football creators, and competitive eFootball influencers. It significantly expanded the game’s visibility and deepened engagement with fans across the country.
The campaign also saw thousands of entries submitted as part of its social media engagement challenge, reflecting high levels of community enthusiasm and active creator involvement.
Looking ahead, Konami plans to build on this momentum with more eFootball experiences for Indian fans as the FIFA World Cup 2026 approaches. With global attention on the tournament set to rise, India will remain a key market for deepening community engagement and bringing fans closer to the action.
In a country that lives and breathes sport, Konami has shown that mixing real-world stars with virtual thrills is a winning formula leaving fans eagerly waiting for the next goal.
