How STAN aims to become India's Discord
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STAN has big ambitions: it touts itself as a key destination for India's gaming community and it wants to become the country's Discord, which is the world's leading communication platform for games.
The company has picked up 20 million downloads and scored 2m users in a single month. To find out more about how it can compete with Discord, we interviewed STAN CEO and co-founder Parth Chadha about the company's growth plans and mission to empower creators.
PocketGamer.biz: What gaps did you identify in the Indian games market that led you to launch STAN?
Parth Chadha: The idea to launch STAN, now one of India’s largest gaming community apps, stemmed from identifying multiple gaps and untapped opportunities within the industry.
First, we observed that there was a clear lack of community-centric spaces where gamers and creators could seamlessly interact and build meaningful relationships by interacting, playing together, etc.
Now, we have built the biggest gaming community on STAN and have completed over 20 million downoads, including 2m users in a single month.
Gamers, creators interact through our STAN clubs, they can win rewards by participating in multiple tournaments that we host on the STAN app. Game developers use the STAN app to test their games and evaluate performance, helping us foster a growing and connected community in the process.
How have you tailored the platform to meet the unique needs of Indian gamers? How do you aim to take on the world’s biggest games communications platform and become the ‘Indian Discord’?
At STAN, our focus from day one was to cater specifically to the Indian gaming community, and we believe that our community-first approach has allowed us to create an experience that resonates with gamers here.
We’ve streamlined the onboarding process on our app, thereby enabling gamers to jump in quickly and start monetising their passion from Day 1—something that major platforms like Discord or YouTube currently lack.
We organise multiple tournaments at STAN that rewards gamers. They chat, hangout together through the STAN app. These features differentiate us from other players and pave the way for STAN to emerge as the 'Indian Discord'—a top notch one-stop platform for gamers, creators, and brands to connect and grow together.
STAN aims to grow its user base to 50m by next year. Talk to us about the strategies and features that will drive this growth
Yes, STAN has a clear goal to achieve over 50m downloads by next year, primarily by launching new tools and platforms that simplify monetisation features empowering creators from day one. We are also looking forward to exploring advanced technologies that enhance the communication of gaming communities.
“At STAN, there is no such bar for creators to have a certain amount of followers only to start monetisation.”Parth Chadha
We will be bringing up the tools accordingly on our platform, and by fostering key partnerships and organising exciting initiatives, we aim to bring the gaming community closer and set new benchmarks for the industry.
How does the platform empower creators, and what innovative tools or
monetisation options are available for them to grow their communities?
Empowering creators has always been our core focus. STAN offers creators a range of innovative tools and monetisation options that help them grow their communities. At STAN, there is no such bar for creators to have a certain amount of followers only to start monetisation.
We have simplified wallet integration, allowing users to earn and redeem rewards without complexities, making the platform even more accessible. Also, our community first approach, with our unique RII (Relationship, Identity, Incentives) framework, allows creators to connect with gamers, seamlessly fostering strong relationships.
How do you see partnerships fueling STAN’s growth and expanding its presence? And what types of brands are you targeting next?
Partnerships have been a key driver of STAN’s growth. In 2024, we collaborated with more than 500 top brands like Honda and Swiggy, expanding our reach across multiple sectors.
These partnerships not only brought exclusive rewards and opportunities for our users but also helped brands connect with an engaged gaming audience, driving awareness and conversions. We’re now targeting brands in gaming gear, fintech, lifestyle, and FMCG to create more impactful collaborations that benefit both our community and our partners.
The Indian games industry faces hurdles like payment challenges and regulatory concerns. How do you navigate these obstacles?
At STAN, we have adapted technologies as per the evolving landscape. In 2024, we introduced new tools that simplify monetisation for creators, enabling them to earn from their passion for gaming. Our fast and seamless transactions have fostered trust within our growing community.
Moving forward, we plan to enhance these efforts by expanding payment options, ensuring quicker withdrawals, and introducing more ways for creators to earn. Also, we are strengthening our infrastructure to offer a smoother experience, making STAN the ultimate hub for gaming creators in India.