STAN’s Parth Chadha on Monetizing India’s Gaming Boom, Tier-2 Dominance, and Going Beyond Discord

Having recently overtaken Discord in the Indian market, STAN is fast becoming the go-to social gaming platform for Bharat’s gaming creators. In an exclusive interview with India Today Gaming, STAN Co-Founder and CEO Parth Chadha shares insights on the platform’s monetization strategy, Tier-2 and Tier-3 expansion, AI integration, and vision for India’s gaming creator economy.

Q: STAN has seen notable traction in the Indian gaming ecosystem. Could you elaborate on your current revenue model and the new monetization strategies you're implementing to scale sustainably?

Parth Chadha:

Absolutely. A major driver of STAN’s growth has been our unique monetization model—built not just for the platform, but for our creators. Unlike other platforms, creators on STAN don’t need to hit a specific follower or view milestone to start earning. From the moment they host a club or refer a user, monetization begins.

Our model is powered by creator-led engagement. Users can buy club passes to access exclusive voice rooms, send fun digital gifts, or participate in brand-sponsored ad gifting—where brands reward creators through their communities. We also collaborate with brands for sponsorships and activations. Many top creators are now earning tens of thousands of rupees monthly just by being consistent—hosting clubs, organising matches, and nurturing their communities.

As we scale, we’re launching more interactive monetization tools while expanding our brand ecosystem. Our goal is to create a sustainable loop—creators earn more, users find value, and brands get access to highly engaged, organic audiences. With over a million dollars in monthly revenue and average user engagement of 25 minutes a day, we’re very confident about the direction we’re heading.

Q: What are STAN’s immediate and long-term expansion plans—across both Tier 2/3 Indian cities and international markets? How are you tailoring your approach to each?

Parth Chadha:

STAN is rapidly evolving into more than just a social app—it’s a cultural movement, especially in Tier 2 and Tier 3 cities. We’ve seen creators from Indore, Ranchi, and Guwahati build fanbases, monetise their passion, and thrive without needing high-end setups or relocating to big cities.

In the near term, our focus is on deepening our presence in these cities through regional localization, mobile-first tools, and club formats that resonate with youth. We're prioritizing organic engagement, empowering local creators, and doubling down on formats that create true community bonding.

Looking ahead, we’re building what we call a Content x Reward x Companionship (cRC) ecosystem—a framework where gamers, creators, and developers all win. Internationally, we’re eyeing South Asia for expansion. We’re adapting to each region’s digital culture, aiming to unlock global income and visibility opportunities for Indian creators.

Q: How is STAN leveraging AI and emerging technologies to enhance user experience—particularly for creator discovery, fan engagement, and in-game assets?

Parth Chadha:

AI is integral to how we scale both quality and safety on the platform. With rising volumes of content and user interaction, AI-powered moderation helps us maintain a safe, positive environment—especially in voice clubs and community spaces.

On the brand and creator side, we use AI to ensure the right matches for campaigns. This guarantees authenticity and better ROI for brand partnerships. We're also building AI-driven personalization features so users get curated content and creator recommendations they genuinely care about. We aim to make STAN more intelligent, rewarding, and engaging for everyone on the platform.

Q: STAN has already partnered with some big names in gaming and beyond. Can you share highlights of these partnerships and what’s next on that front?

Parth Chadha:

We’re proud of our work with major industry players like KRAFTON (BGMI) and Garena, where we’ve run creator-led campaigns and community tournaments. These partnerships have played a big role in shaping STAN’s identity as a creator-first gaming hub.

We’ve also collaborated with Zupee, Gamecraft, MPL, and major non-gaming brands like Flipkart, Swiggy, ITC, and Britannia to bring gamified experiences to new audiences. Moving forward, we’re investing in co-branded clubs, creator tournaments at scale, and interactive brand integrations. Our long-term vision is to build a space where brands, gamers, and creators grow together as part of one interconnected ecosystem.

Q: What is the market size STAN is targeting in the gaming and creator economy, and how do you see that evolving in the next few years?

Parth Chadha:

India’s gaming industry is on track to reach $192 billion by 2027. Beyond gaming, the creator economy is exploding—and that’s where STAN operates. With over 12 million users already on the app, we’ve secured a strong foothold in this ecosystem.

Over the next 3–5 years, we see gaming and content creation becoming aspirational careers, especially in Tier 2 and Tier 3 markets. Our focus is on scaling creator monetization and user engagement to meet this demand. We want to be the platform that empowers the next generation of creators to turn their passion into a profession—early, easily, and organically.

Q: How important are users from Tier 2 and Tier 3 cities to STAN, and what behavior trends have you observed that influence your product and content strategy?

Parth Chadha:

Our Tier 2 and 3 user base is the heartbeat of STAN. We see incredibly high engagement and creator loyalty in these cities. What stands out is their appetite for relatable content, mobile-first usability, and community-driven interactions.

We’ve seen many of these users transform into creators, influencers, and even local leaders. That kind of grassroots momentum directly shapes our product decisions—from what features we build, to the kind of partnerships we pursue. It’s about celebrating the diversity of digital India and giving these communities the platform they deserve.

Q: STAN recently surpassed Discord in India: a huge milestone. How do you see this shaping your trajectory going forward?

Parth Chadha:

Yes, according to Sensor Tower, we’ve now overtaken Discord in India. It’s a massive milestone for us and a validation of our mobile-first, community-led approach. Today, STAN powers over 60,000+ active gaming clubs daily, delivering levels of interaction and engagement far beyond traditional social networks.

Our platform is drawing comparisons to Instagram and YouTube but imagined for the gaming universe. With personalized feeds, scalable creator earning tools, and deep community integration, we’re building the social infrastructure for gaming in India—and soon, for other emerging markets too.