Online gaming and fantasy sports are rapidly gaining popularity in India, captivating millions across urban and rural regions alike. With increased smartphone penetration and affordable internet access, users are flocking to platforms that promise high rewards and adrenaline-pumping experiences. From cricket fantasy leagues to virtual poker tables, the lines between casual gaming and real-money betting are blurring—particularly among younger demographics.
One of the key drivers behind this surge is the aggressive promotion of no deposit bonuses, which lure new users with the promise of free credits and instant winnings. These enticing offers, combined with targeted social media marketing, have made online betting more accessible and appealing. However, this trend raises concerns around addiction, regulation, and the long-term psychological impact on India’s growing digital population.
The Fantasy Sports Boom
It’s undeniable that what was once a niche activity has exploded into a mainstream digital pastime, thanks in part to the rapid rise of fantasy sports platforms such as My11Circle, MPL, and Dream11. These platforms have redefined how Indians engage with their favourite sports, allowing users to create virtual teams made up of real-life athletes, earning points, and in many cases, real money, based on those athletes’ actual performances during live matches.
Of course, none of this would be possible without the widespread availability of affordable smartphones and low-cost mobile data, which have opened up access to online gaming even in India’s smaller towns and rural areas, creating a massive and diverse user base. In fact, recent studies suggest that fantasy sports platforms now boast over 180 million users across more than 300 platforms.
Aggressive Marketing Tactics
Fantasy sports platforms in India haven’t just grown organically, they’ve been aggressively marketed, especially during major sporting events like the Indian Premier League (IPL). During IPL 2023 alone, fantasy gaming apps claimed a staggering 18% of total television ad share, up from 15% the year before, making them among the top advertisers. Their ads flood screens during matches, making the platforms nearly impossible to ignore.
Adding to the appeal are endorsements from cricketing legends like Virat Kohli, Sourav Ganguly, and Shubman Gill, along with Bollywood stars like Aamir Khan and R. Madhavan. These high-profile promotions lend credibility and glamour, blurring the lines between sport, entertainment, and gambling-like digital interaction.
The financial payoff has been massive, fantasy sports platforms raked in over ₹28 billion (approximately $341 million) during IPL 2023, with around 61 million users joining contests, 65% of whom were from smaller towns. But the question remains: at what cost?
Constant Cycle
What starts as harmless fun in fantasy sports can quickly spiral into something far more dangerous, a cycle of addictive behaviour that many don’t see coming. At the heart of this is dopamine, the brain’s feel-good chemical that kicks in during moments of excitement, especially when there’s the thrill of a win. But here’s the catch: dopamine doesn’t just fire when you win, it can also spike when you anticipate winning or even during losses, which makes it harder for players to walk away.
Fantasy sports lure players in with the excitement of building dream teams, tracking live scores, and celebrating every successful play. Each small win, a boundary hit or a wicket taken, releases a hit of dopamine, reinforcing the behaviour. For many, this is just a buzz. But for frequent players, especially those who’ve tasted early success, that rush becomes something they start to chase. This often leads to a trap known as “chasing losses,” where players keep betting in the hope of making back what they’ve lost.
The 24/7 nature of fantasy platforms, live match updates, and constant notifications only feed this cycle, making it harder to step away. And it’s not just about money, fantasy platforms tap into social rewards too, offering users a sense of competition, status, and community. All of this combines to create a loop that’s not easy to break, and for some, it can come at a heavy emotional and financial cost.
The Need for Regulations
The rapid growth of fantasy sports and online gambling in India has made regulation a pressing need. While authorities have started targeting illegal betting apps, especially during events like the IPL, many platforms still operate unchecked. The Directorate General of GST Intelligence (DGGI) is investigating around 700 offshore companies for illegal betting, money laundering, and unlicensed operations. Many are based in countries with weak gambling laws, making enforcement difficult.
India’s illegal sports betting market is estimated to handle $100 billion annually. To avoid regulation, some apps disguise themselves as fantasy sports platforms, exploiting the legal gap between “games of skill” and “games of chance.”
This confusion extends to esports and gaming apps, some of which include gambling-like features while targeting younger users. These blurred lines and casino-style mechanics can be harmful, especially to children.
Experts agree that India needs a national regulatory framework. Clear laws could define what counts as gambling versus fantasy sports, set age and spending limits, and hold companies accountable. Proper regulation would protect players from addiction, fraud, and financial harm, without stopping innovation.
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