Online Gaming Bill 2025 Risks IPL Revenue, ₹4000 Crore in Ad Spends at Risk
The Online Gaming Bill 2025 has changed the game for India’s advertising industry. By banning ads for real-money gaming (RMG), the new law has stopped a major source of revenue. This has caused a big shift in how companies spend their advertising budgets. Experts say real-money gaming ads, like those from Dream11 and My11Circle, made up nearly 10% of India’s digital ad market, worth around ₹4,000 crore every year.
Why the Online Gaming Bill Hurts Advertising
For years, real-money gaming was a goldmine for ad agencies. Big names like Havas Media, dentsu, GroupM, and Publicis created special teams to focus on gaming. They worked on esports events, in-game ads, and sponsorships for real-money gaming platforms. Companies like Dream11, MPL, Junglee Rummy, and WinZO spent heavily, often more than traditional brands like FMCG or auto companies. In just six years, Dream11 spent ₹57,000 crore on ads, while Games 27X7 spent ₹10,000 crore in three years.
Moreover, these real-money gaming brands didn’t just stick to digital ads. They sponsored cricket teams, leagues, and even celebrities, creating a huge network of opportunities for agencies. However, the Online Gaming Bill 2025 has stopped all paid promotions for real-money gaming, drying up this income source overnight.
IPL Faces a Big Loss
The Indian Premier League (IPL) is one of the biggest victims of this ban. Real-money gaming companies were major sponsors, funding teams and events. According to Elara Securities, about 25% of IPL ad revenue is now at risk. Brands like Dream11 and My11Circle were not only big advertisers but also title and jersey sponsors for IPL teams. Their exit leaves a gap that will be hard to fill, especially since FMCG spending has been low recently.
Additionally, broadcasters like JioStar and TV networks will feel the pinch. Real-money gaming brands drove up ad rates with their big budgets. Now, with the ban, ad prices are expected to drop. New advertisers, like e-commerce or discount broking platforms, might step in, but they are unlikely to spend as much as real-money gaming brands did.
Ad agencies are already seeing the impact. Sindhu Biswal, CEO of Buzzlab, said, “Real-money gaming was a huge part of our business. About 30–40% of our sports and gaming work came from these clients. Now, with the Online Gaming Bill 2025, that income is gone. We expect a 15–20% drop in revenue in the first quarter after the ban.”
As a result, agencies are rethinking their plans. Many are shifting focus to safer areas like esports, casual gaming, and creator-led marketing. Abheek Biswas from dentsu India noted, “The ban has paused or canceled many campaigns, but it’s also opening doors for esports and non-real-money gaming titles. These areas are now grabbing advertisers’ attention.”
Where Will the Ad Money Go?
While the Online Gaming Bill 2025 has stopped real-money gaming ads, the money won’t vanish. Instead, it’s moving to new areas. Here are the top three places where ad budgets are likely to go:
- OTT and Digital Video Platforms: Platforms like Netflix and YouTube are expected to see more ad spending. They offer young, engaged audiences and safe, targeted advertising options.
- Esports and Casual Gaming: With real-money gaming gone, esports tournaments and non-real-money gamingtitles are stepping up to attract advertisers.
- Creator and Social Media Ecosystems: Gaming influencers on Instagram, YouTube, and streaming platforms are becoming key players. Brands are turning to these creators for creator-led marketing to reach engaged communities.
Furthermore, some budgets may flow into direct-to-consumer (D2C) brands and mainstream sports sponsorships, which are safer and more stable options.
Despite the challenges, many experts see this as a chance to rebuild. Amitesh Shah, CEO of LegaXy, said, “Real-money gaming made up nearly 10% of digital ad spending. That’s now at risk, but it’s not a loss—it’s a reset. The money will move to esports, sports sponsorships, and creator-led marketing, which are already growing fast.”
