Hike is a homegrown real-money gaming company powering one of India’s fastest-growing mobile gaming ecosystems. Its flagship platform, Rush Gaming Universe (RGU), brings together over 5 million players competing across 14 skill-based games—where strategy drives success and over $480 million in annual winnings are up for grabs. Designed for mobile and built on skill, RGU rewards mastery, enabling players to earn real cash while contributing to a thriving, player-powered game economy.
Founded by Kavin Bharti Mittal, Hike is backed by leading global investors including SoftBank, Tencent, Tiger Global, Bharti, Foxconn, Hero, Jump Crypto, Tribe Capital, Republic, Polygon, and notable angels such as Rajeev Misra, Elad Gil, and Mark Pincus.
MediaNews4U.com caught up with Hike CFO Manish Kumar
I. Business Vision And Market Landscape
Q. What was the gap in the market that was seen that prompted the launch of Rush?
India has long been a gaming-first market, but what it lacked was a credible, culturally resonant platform where players are rewarded for skill.
We saw a white space – an opportunity to deliver a differentiated product grounded in competitive gameplay, trust, and value. Rush fills that gap by offering a skill-first experience where every move counts and users feel rewarded for their time and talent.
Q. What trends are being seen in India’s online gaming market and what kind of impact is Rush looking to make?
India’s online gaming market is set to more than double, crossing $9.2 billion by FY 2028-29, according to Lumikai’s “State of India Interactive Media and Gaming Report FY2024”, driven largely by mobile gaming and rising demand for culturally resonant, skill-based formats.
Real-money gaming now accounts for over 60% of industry revenue, with players increasingly valuing fairness, transparency, and meaningful rewards.
Rush is tapping into this momentum by reimagining classic Indian games with a competitive, skill-first approach. With a strong focus on Tier 2 and Tier 3 audiences, we’re building more than just a gaming app; we’re creating a trusted community where every move reflects skill, every win is earned, and every player feels valued.
Q. Rush positions itself as a skill-first platform. Why is that central to your brand?
Skill-first is not a feature – it’s our DNA. Players today are looking for platforms where success is driven by ability, not luck. At Rush, outcomes are rooted in decision-making, strategy, and execution.
Our gameplay mechanics, reward systems, and even our brand narrative reflects this. Campaigns like #ChaloJeetKiChaal reinforces our core belief that smart play, not chance, defines winners.
II. Business Model, Financials And Compliance
Q. Could you talk about the company’s business model and how it has adapted to the GST issue?
Rush operates on a commission-based real-money gaming model. When the GST Council shifted to taxing deposits at 28%, it impacted the entire industry’s economics.
We responded quickly by restructuring entry fees and prize pools to maintain perceived value for users while remaining compliant. We also streamlined our cost structure to absorb pressure, ensuring the user experience and trust remained intact.
Q. What is the investment that has been made and what goals have been set in terms of revenue?
Our investments are focussed on three key pillars: technology, compliance, and user engagement. Rather than sharing specific investment figures, the priority has been to build a scalable, trustworthy platform that drives consistent user value.
Our revenue goals are aligned with sustainable growth, responsible monetisation, and strong retention metrics, ensuring we build for both impact and longevity.
Q. Could you talk about the R&D that went into the creation of the platform?
Rush has been built with a user-first mindset, prioritizing quality, precision, and player experience over scale. We launched with eight carefully crafted in-house games, focussing on AAA-level skill formats that resonate with players across India. Our remote-first product team draws on regional insights to design games that are intuitive, relatable, and engaging.
Continuous feedback, through player interactions, surveys, and gameplay data, drives our real-time product iteration. On the tech side, we’ve built a robust fair-play platform with intelligent matchmaking, adaptive difficulty, real-time analytics, and anti-fraud systems, ensuring every player enjoys a secure and competitive experience.
III. Product, Audience And Strategic Differentiation
Q. Ludo continues to be your flagship game. Why does it work?
Our skill-based version of Ludo – Speed Leedo, works because it’s culturally familiar yet reimagined for a new generation. We transformed Ludo from a passive, luck-based format to a fast-paced, skill-driven game.
It resonates with a wide demographic because it’s intuitive, competitive, and rewarding. That blend of nostalgia and strategy makes it a natural fit as our flagship.
Q. Hike shut its messaging service because it couldn’t compete with WhatsApp. What does Rush offer that allows it to compete more effectively? + What are the learnings from Hike Messenger’s shut-down that will be applied to Rush?
The key lesson from Hike was focus. Trying to be a super app diluted value. With Rush, we’ve taken a clear, single-minded approach – skill-based gaming for Bharat.
Every feature, game, and communication is aligned to that. Simplicity and specificity have been key to traction and retention.
Q. After a failure investors become cautious. What is the mood among Rush’s investors?
Investor sentiment is strongly positive. They see Rush not as a pivot but as a strategically sound evolution. We have clear monetisation, healthy unit economics, and a compliance-first approach.
Our sharp execution and clarity of vision have reinforced confidence among stakeholders.
Q. Are there too many players in the RMG space and are we seeing a shakeout?
India’s real-money gaming industry is entering a phase of consolidation, where sustainable value and long-term vision are taking precedence over rapid growth. With increasing regulatory scrutiny and a more discerning player base, the focus is shifting toward platforms that balance innovation with responsibility.
The 28% GST has pushed legitimate operators to build smarter and deliver real user value. In this evolving landscape, Rush remains committed to a transparent, compliant, and skill-first approach, anchored in trust, fairness, and player-centric innovation.
IV. Brand And Campaign Strategy
Q. Could you talk about the brainstorming with the creative agency that led to the creation of the #ChaloJeetKiChaal campaign featuring Krushna Abhishek? How does it reflect real-life decision-making?
The campaign was built around the insight that life – like gaming – is about smart moves. Whether in daily decisions or in-game choices, skill determines outcomes. #ChaloJeetKiChaal brings this philosophy alive, encouraging players to think, strategise, and win with intent.
It aligns perfectly with our positioning as a platform where smart play is rewarded.
Q. How does Krushna Abhishek’s mass appeal and comic timing make him the perfect fit?
Krushna brings a rare combination of familiarity, warmth, and wit, qualities that deeply resonate with our audience. His over-the-top yet endearing persona reflects the everyday dreamer that Rush celebrates, bold, spirited, and always ready to play smart.
His comic timing, spontaneity, and relatability cut across demographics, making him equally appealing in Tier One, Two and Three cities. Krushna isn’t just a celebrity face, he embodies the energy and essence of Rush. His presence adds humour, aspiration, and a strong cultural connect, making the campaign not just entertaining, but truly memorable.
Q. A big focus area is reaching Tier Two and Three audiences. Could you share your strategy of appealing to those markets through relatable storytelling?
For us, Bharat is more than just a market, it’s the heart of our audience. Our communication strategy is rooted in cultural familiarity, everyday relatability, and colloquial language. From collaborating with regional influencers to using local media and crafting campaigns around real-life scenarios, authenticity drives everything we do.
We focus on vernacular content, real-user stories, and visual narratives that reflect our users’ realities. By highlighting small wins, everyday heroes, and smart play, Rush aims to be both accessible and aspirational, especially for casual gamers in Tier Two and Three cities.
V. Industry And Regulatory Outlook
Q. In the past ASCI has complained that RMG players do not adhere to guidelines. On the other hand, Offshore betting ads are also an issue. How do you view these concerns and what should be the way forward?
It’s a valid concern that underscores the need for greater accountability across the gaming ecosystem. At Rush, we follow ASCI guidelines rigorously to ensure our marketing is transparent, responsible, and aligned with the skill-based nature of our platform.
Offshore betting ads, however, continue to blur the lines, operating outside regulatory and tax frameworks and damaging the credibility of legitimate players. The way forward lies in stronger enforcement, unified regulation, and clear distinction between compliant platforms and those bypassing oversight.
Building trust, ensuring compliance, and promoting responsible communication are key to shaping a sustainable industry aligned with India’s digital growth vision.
