Ask any Indian player who has used real-money gaming apps for more than a season what actually
goes wrong, and you will hear the same two answers. The withdrawal that was promised in
"24 hours" and never arrived. And the support channel that turned out to be an automated bot,
a dead email address, or a person who stopped replying the moment money was mentioned. Games,
graphics, bonuses — nobody complains about those. They complain about getting their own money
back and about being ignored.
So when the founding team sat down in 2021, we inverted the usual order of work. Most
platforms build a flashy lobby, licence a few hundred slots, buy traffic, and treat payments
as a back-office problem to solve later. We spent our first several months building nothing a
player could see: settlement logic, a wallet ledger that reconciles to the rupee, direct UPI
and IMPS rails with more than one payout partner so a single provider outage cannot freeze
everybody's cash-out, and a payments desk staffed in shifts around the clock. Only once a
withdrawal could reliably leave the building at three in the morning did we go and licence a
game library.
The second fix was support. We deliberately put it on Telegram rather than
behind a ticket portal, because Telegram is where Indian players already are and because it is
impossible to hide behind. A message goes to a human who can see your account, look at your
pending payout and act on it in the same conversation. There is no queue number and no
"we have escalated this to the relevant department". Our published target is a first reply
inside five minutes, and the team is measured on it.
That approach turned out to be the whole growth strategy. We have never been the loudest brand
in the category and we have never claimed to be. What happened instead is that players who got
paid on time told other players, and today more than 1.2 million people across India hold an
ic7 game account, we have paid out over ₹850 crore, and the library has grown to 106+ titles
from studios including Evolution, Pragmatic Play, PG Soft, JILI and Spribe. The order of
operations did not change: payments first, everything else after.