The iGaming market in India is rapidly growing, driven by technological advancements and deeper internet penetration in tier 2 and tier 3 cities. With the rise in disposable income, iGaming has become a popular pursuit among sports enthusiasts, especially those who enjoy watching cricket. This shift has transformed user interaction with the game, moving from passive spectating to active participation. Millions of Indians are flocking to platforms offering the thrill of virtual sports betting and real-money contests.
According to a report by Lumikai, India’s gaming market grew 23% year-on-year, reaching US$ 3.8 billion in revenue in 2023-24 (FY24), despite the 28% Goods and Services Tax (GST) imposed on online gaming. This growth is a clear indication of the expanding appetite for online gaming, as more players engage for both leisure and deeper investment in the gaming experience. As we approach 2025, fantasy sports are set to become a key driver in India’s iGaming boom. But before exploring the factors fueling this explosive growth, let’s first understand what is fantasy sports.
Fantasy sports is an online gaming format where participants create virtual teams composed of real-life players from a specific sport, earning points based on the players’ real-time performance. The skill-based nature of fantasy sports allows fans to engage more deeply with their favorite games by strategizing, tracking player statistics, and competing in leagues for entertainment, prizes, or monetary rewards. Classified as Real Money Games (RMG), participants pay an entry fee to join contests and can win cash rewards based on their team’s performance. In India, the fantasy sports market achieved a revenue of USD 751 million in 2023 and is projected to grow at a CAGR of 20.88% (2024-2031), reaching USD 3,423.54 million by FY2031.
The skill-based aspect of fantasy sports differentiates them from gambling has granted it a legal status in India except a few regions. The industry operates under self-regulation by the Federation of Indian Fantasy Sports (FIFS), ensuring fair play and transparency. Additionally, platforms are subject to GST on contest entries, adding a layer of regulatory compliance to the growing sector.
Technology and internet connectivity advancements have greatly improved the user experience in fantasy sports across India. Mobile apps, real-time player stats, match insights, and AI-driven analytics help users make informed decisions. Secure payment gateways and digital wallets simplify transactions, while personalized features like notifications and performance tracking boost user retention. These innovations have made fantasy sports more competitive, engaging, and accessible to a broader audience.
Mobile penetration has played a pivotal role in driving the rapid adoption of fantasy sports across India. With the availability of affordable smartphones and cost-effective mobile data, users in Tier II and Tier III cities can now seamlessly access fantasy sports platforms. In fact, 50% of user transactions on these platforms come from these regions. This enhanced connectivity has empowered millions of sports enthusiasts to participate in fantasy contests anytime, anywhere. Mobile apps have further improved user experience with intuitive interfaces, real-time updates, and smooth payment integrations, making it easier for users to create teams, track performance, and join contests. The surge in mobile usage has significantly expanded the fantasy sports user base, offering a tremendous opportunity for affiliates to tap into this growing, tech-savvy market.
Cricket has long been the dominant choice for affiliates, but there is a growing interest in other fantasy sports like kabaddi, football, and basketball. This shift is driving the overall growth of the vertical. According to Statista, hockey has emerged as one of the most significant segments in the Indian fantasy sports market, excluding cricket, with a market size of about 24 billion Indian rupees. Football closely follows at 23 billion rupees. Reflecting the increasing popularity and potential of these sports in the fantasy sports ecosystem.
The younger generation, being tech-savvy and native to new technologies, increasingly seeks active participation in sports rather than remaining passive spectators. This shift in consumer behavior has significantly contributed to the rising popularity of fantasy sports within the iGaming vertical. The growth of social media and online communities has further fueled this trend, as users now look for platforms where they can compete, share experiences, and showcase their sports knowledge. Additionally, with the widespread use of mobile apps and easier internet access, consumers expect instant gratification, leading to an increase in on-the-go participation. These evolving preferences present affiliates with a unique opportunity to cater to a more engaged, tech-savvy audience and promote fantasy sports as a dynamic, rewarding experience.
Fantasy sports have successfully brought millions of new users into the digital gaming ecosystem, many of whom previously may not have engaged with traditional gambling. By blending gaming and sports, fantasy sports have created a gateway for users to engage with iGaming platforms, offering a smooth entry into other verticals like online poker, rummy, and sports betting. As more players are drawn to fantasy sports, the overall user base for iGaming in India has expanded, leading to increased market penetration and offering affiliates significant opportunities to tap into this growing audience.
Regulatory changes have played a crucial role in the growth of fantasy sports in India by providing a more secure and structured environment for both players and operators, driving the industry’s rapid expansion and mainstream acceptance. A key factor in legitimizing the industry was the recognition of fantasy sports as a skill-based game by the Indian judiciary, particularly the Supreme Court ruling in 2017. This distinction from gambling has enabled fantasy sports platforms to operate legally and attract a broader user base. Additionally, the formation of self-regulatory bodies, such as the Federation of Indian Fantasy Sports (FIFS), has helped establish industry standards for fair play, transparency, and responsible gaming.
Driven by its legal status in India, fantasy sports have become a popular choice for those seeking both entertainment and money-based gaming, further fueling its growth across the country. The widespread accessibility of mobile phones and affordable data has further fueled its growth, allowing users to engage easily with platforms. Additionally, third-party operator platforms have played a pivotal role in attracting sports enthusiasts to fantasy sports across various sports like cricket, football, and kabaddi. In India, approximately 180 million fantasy sports users were registered in 2023, and this number is projected to reach half a billion by 2027. Fantasy sports go beyond passive viewing, offering users the opportunity to actively participate by creating teams, strategizing, and following player performances. This active involvement leads to high user engagement, longer sessions, and repeat plays, driving a higher Average Revenue Per User (ARPU).
The pay-to-play model, where users pay entry fees for contests, ranges from micro-transactions to high-stakes games, generating significant revenue for platforms. Fantasy sports have also increased sports viewership and fostered valuable partnerships with sports leagues and brands, enhancing their appeal among affiliates. With growing interest and strong monetization potential, fantasy sports are now a dominant force in the iGaming sector, offering affiliates a lucrative opportunity to maximize earnings.
As fantasy sports gain popularity, it offers affiliates an opportunity to capitalize on the expanding market by driving user acquisition through engaging content and effective marketing strategies. By tapping into the growing pool of new users, affiliates can help promote these platforms, contributing to their success while reaping the benefits of increased demand.
The fantasy sports market is growing rapidly, and affiliates have a unique chance to tap into this expansion by crafting targeted content that resonates with the audience of specific sports, like cricket, football, kabaddi, or emerging categories such as esports. By focusing on these niches, affiliates can engage highly interested users, particularly in regions where fantasy sports are gaining momentum, like Tier II and Tier III cities. This approach allows affiliates to reach underserved markets, driving higher engagement and conversion rates. Positioning themselves as trusted sources within these niche communities enables affiliates to strengthen user acquisition and retention, benefiting from the expanding fantasy sports landscape.
New users are often drawn to fantasy sports platforms through enticing incentives like welcome bonuses and promotions, which offer them a risk-free entry point to explore the game. By promoting festive bonuses, welcome offers, referral rewards, deposit cashback, and free-entry contests, affiliates can attract these users to experience the platform. Once engaged, they can easily convert these new users into long-term players, significantly contributing to the growth and sustainability of the fantasy sports industry.
As the fantasy sports market continues to evolve, several trends are shaping the industry and presenting new opportunities for affiliates. A key trend is the growing interest in niche sports like kabaddi, basketball, and esports. This offers affiliates the opportunity to tap into these sports by crafting audience-specific content and diversifying campaigns to reach a broader audience. Another trend is the rise of mobile-first platforms, which have become essential for users. Affiliates can leverage this by promoting sports apps, live streaming services, and related gaming options like poker, online casinos, and sports betting. This approach allows them to bundle fantasy sports with other gaming verticals, offering a more comprehensive experience. By staying adaptable and ahead of these trends, affiliates can expand their reach, boost engagement, and increase revenue potential in the evolving fantasy sports market.
Most users access fantasy sports via mobile apps, making it crucial for affiliates to promote app downloads with targeted campaigns and exclusive mobile bonuses. Optimizing content for a seamless mobile experience ensures ease of use, especially on social media platforms like Instagram and Facebook. A responsive design, interactive CTAs, and quick payment integrations further enhance the experience. Affiliates can also boost engagement with push notifications and in-app features that encourage re-engagement. These tactics help affiliates maximize conversions and drive growth in the expanding fantasy sports market.
Given India’s booming fantasy sports market, new users are often drawn to platforms through enticing incentives like welcome bonuses, festive offers, referral rewards, deposit cashback, and free-entry contests. These promotions offer a risk-free entry point for first-time users seeking the thrill of competition and non-sports enthusiasts curious about the strategy and skill involved. This diverse base allows affiliates to target various demographics through innovative marketing strategies. Affiliates can create beginner-friendly guides to attract new users and provide advanced strategies to retain experienced players. Further They can increase their reach and drive higher conversions by targeting specific demographics, regional markets, or niche sports like football, kabaddi, and basketball. This targeted approach maximizes earnings and caters to diverse user interests, ensuring continued growth and sustainability for the fantasy sports industry.
Fantasy sports thrive on consistent engagement throughout the year. With global events like the IPL, FIFA World Cup, UEFA Champions League, and Pro Kabaddi League, there’s always a reason to stay active. Esports contests also attract a younger, tech-savvy audience. This presents affiliates the opportunity to run year-round campaigns with timely promotions, event-specific content, and expert tips. The non-seasonal nature of fantasy sports ensures steady traffic, registrations, and revenue, making it a sustainable market for affiliates.
Compliance and responsible gaming practices have become increasingly critical as fantasy sports continue to gain popularity in India. Affiliates have a unique opportunity to build trust and credibility by promoting platforms prioritizing responsible gaming, ensuring that users have a safe and regulated environment. By aligning with platforms that adhere to regional regulations and responsible gambling standards, affiliates can foster a sense of security among their audience. This commitment not only helps mitigate the risks associated with gambling but also attracts long-term, loyal users who appreciate a safe and transparent gaming experience. Upholding these principles is essential for sustaining the growth of the fantasy sports market while ensuring that it remains a responsible and trusted part of the iGaming vertical.
Fantasy sports are set to become the largest contributor to India’s iGaming sector as they are central to India’s digital gaming landscape, offering a blend of casual entertainment and strategic competition, appealing to an increasingly tech-savvy audience. This growth presents significant opportunities for affiliates, who can capitalize on the expanding market by creating targeted content, offering bonuses, and leveraging mobile-first strategies.
Further, year-round engagement from global and domestic sports events offers affiliates the opportunity to diversify campaigns across cricket, kabaddi, football, and esports. The legal recognition of fantasy sports as a skill-based game and regulatory oversight by bodies like the Federation of Indian Fantasy Sports (FIFS) further strengthen the industry’s future. By adopting innovative marketing strategies, affiliates can maximize their revenue potential and play a crucial role in India’s rapidly evolving gaming landscape.
As fantasy sports continue to gain traction, affiliates have a unique opportunity to grow alongside India’s thriving iGaming market. The time to act is now—leverage these trends to boost your earnings in 2025.
