Zupee, India’s leading social gaming and entertainment platform, has announced the acquisition of Nucanon, an Australian startup specialising in AI-driven interactive storytelling. This acquisition marks one of the first major India–Australia collaborations in digital entertainment, combining Zupee’s powerful distribution ecosystem with Nucanon’s cutting-edge narrative AI technology.
The move underscores Zupee’s vision of creating a global platform for interactive story entertainment, where creators can build branching narratives, evolving characters, and dynamic, AI-powered worlds that engage audiences in new and immersive ways.
At the heart of Nucanon’s technology lies a proprietary world-building AI engine that redefines how stories are created, experienced, and adapted. The system enables narratives to evolve dynamically, responding to every player’s decision. Characters remember past interactions, dialogues flow naturally, and storylines shift in real time — ensuring each experience is unique.
The platform’s adaptive storytelling model allows users to navigate freely within the story without breaking its continuity, creating living, breathing narratives expressed through text, voice, or visuals. By merging interactivity with emotion, the technology turns every user from a passive viewer into an active participant in the storytelling process.
Following the acquisition, Nucanon’s founding team will lead product innovation from Zupee’s India headquarters. Their proprietary AI technology will serve as the foundation of Zupee’s new interactive storytelling vertical, combining the best of gaming, artificial intelligence, and creative design.
The collaboration also strengthens India’s emergence as a global hub for AI-led storytelling and innovation, fostering a deeper India–Australia partnership in the evolving world of digital entertainment.
“At Zupee, we have always liked to push the boundaries on innovation. We’re very excited about partnering with Nucanon and building the future of how humans will experience stories. For decades, we’ve been trapped between two worlds: the emotional depth of cinema and the agency of games. With Nucanon we want to crack something fundamental, which is not just generating content but understanding narrative causality. We believe the Pixar of the next century won’t emerge through traditional film or animation, but rather through an interactive mix of videos and games. And we’re going to build it from India for the world,” said Dilsher Singh Malhi, Founder and CEO, Zupee.
“The holy grail of interactive entertainment is true player agency within a compelling story. This is the challenge that has stumped the industry for decades, and it’s the one we were founded to solve. Our goal is to build an AI that doesn’t just generate text, it understands the story. With Zupee’s backing, we now have the resources to take on this challenge at scale,” said Nilushanan Kulasingham, CEO, Nucanon.
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