India’s advertising ecosystem is facing a sudden and significant disruption following the passage of the Promotion and Regulation of Online Gaming Bill, 2025. The legislation, which enforces a blanket ban on real-money online gaming platforms and their advertisements, is expected to erase nearly Rs 4,500 crore in annual ad revenue. The impact is already being felt across television, digital media, sports sponsorships, and influencer marketing, with broadcasters and agencies scrambling to recalibrate budgets and campaign strategies.
Advertising Fallout Across Channels
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Real-money gaming platforms, including fantasy sports, poker, and rummy apps, contributed an estimated 6 to 7 percent of India’s total advertising expenditure
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Their aggressive ad spending, particularly during marquee events like the Indian Premier League, made them top-tier sponsors across TV, OTT, and social media
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With the ban now in effect, broadcasters are staring at a Rs 2,000 crore shortfall, especially in sports telecasts and regional leagues
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Influencer-led campaigns and YouTube integrations are also expected to see a steep decline, as gaming brands were among the most active digital advertisers
Impact On Sports Sponsorships And IPL Economy
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The IPL alone saw Rs 2,000 crore in ad spends from real-money gaming platforms during the 2025 season, accounting for nearly 40 percent of total IPL advertising
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Brands like Dream11, My11Circle, and Real Cricket held multi-year sponsorship deals with franchises and BCCI, now rendered void or under review
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Franchise-level integrations, team jersey sponsorships, and shoulder content partnerships are being restructured to fill the vacuum left by gaming advertisers
Digital Publishers And OTT Platforms Hit Hard
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OTT platforms and digital publishers relied heavily on gaming ads for monetization, especially during high-traffic sporting events and influencer-driven content
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The sudden withdrawal of gaming budgets is expected to lower CPMs and fill rates, affecting revenue for news apps, sports portals, and creator networks
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Experts predict a short-term dip in digital ad growth, with fintech, e-commerce, and D2C brands expected to partially offset the loss over time
Creative Agencies And Media Buyers Recalibrate
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Agencies are freezing campaign plans and revisiting media allocations, as gaming brands were known for high-volume, high-frequency ad bursts
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Performance marketing teams are shifting focus to brand-safe categories, including education, health, and lifestyle apps
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Some gaming budgets may reappear in CRM, referral, and loyalty programs, but the scale and visibility will be significantly reduced
Regulatory Scope And Penalties
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The new law prohibits all forms of advertising, promotion, and financial facilitation of real-money online games, regardless of skill or chance
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Violations attract penalties of up to Rs 50 lakh and two years of imprisonment for advertisers, influencers, and media platforms
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Financial intermediaries involved in transactions for banned platforms may also face prosecution under the Act
Conclusion
The ban on real-money online gaming marks a turning point in India’s digital economy, with ripple effects across advertising, sports, and media. While the move aims to curb addiction and safeguard user data, it also dismantles one of the fastest-growing ad categories in the country. As agencies and platforms adjust to the new reality, the Rs 4,500 crore void will challenge the industry to innovate, diversify, and rebuild its revenue streams.
Sources: Moneycontrol, MSN India, News18, India Today.
