Inside the app Kumu — named after the Filipino phrase “Kumusta ka” or “how are you,” users are greeted by a bright blue tarsier mascot, encouraging members to participate in one of its many popular game shows or to gift virtual coins to a livestreamer. The range of engaging content and the stakes created by the real money value attached to its features are part of the appeal that has attracted and sustained a host of full-time content creators and avid users. 

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