Meta’s policy shift could spark 30% surge in RMG ad spending in India
Storyboard18 was first to report about Meta's change in policy, allowing Real Money Gaming operators to advertise on Meta platforms including Facebook and Instagram.
ADVERTISEMENT
Meta has revised its advertising policy to permit Real Money Gaming (RMG) operators in India to advertise on its platforms, a move that has been widely welcomed by the gaming industry. Experts anticipate the policy change could lead to a 30% surge in ad spending by RMG operators, primarily directed toward Meta’s digital platforms, including Facebook and Instagram.
Storyboard18 was first to report about Meta's change in policy, allowing Real Money Gaming operators to advertise on Meta platforms including Facebook and Instagram. Meta India's ad revenue climbed 24% to Rs 22,730 crore in FY24 while Google India's ad revenue grew by 11% to Rs 31,221 crore in FY24 from Rs 28,040 crore in 2023.
Under the updated guidelines, Meta classifies online gambling and gaming as any product or service where something of monetary value is involved in either entry or prizes. While advertisements in this category remain restricted, they are now permissible with prior written authorization from Meta, provided all applicable legal and regulatory requirements are met.
Meta's policy outlines a comprehensive list of gaming types that require written approval, including betting, lotteries, raffles, casino games, fantasy sports, bingo, poker, skill-based tournaments, and sweepstakes. Games involving monetary rewards—whether cash or digital currency like Bitcoin—also fall within this purview. Even advertisements directing users to landing pages containing promotional content for such games must obtain approval, irrespective of whether the platform allows direct gameplay.
To secure Meta’s approval, advertisers must formally apply and provide evidence that their gaming operations are legally authorized in the jurisdictions they intend to target. They must also adhere to strict targeting parameters, including age-gating content to prevent access by individuals under 18.
Industry stakeholders have largely hailed the development as a progressive step. “This is indeed a great step from Meta,” said Govind Mittal, Chief of Staff at Zupee. “It will help Indian startups and our skill-based games reach wider audiences, creating a level playing field. This change corrects a long-standing market distortion where legitimate, tax-paying Indian companies needed to present court rulings just to advertise."
An RMG operator, speaking on condition of anonymity, added, “This is a major development for the industry. We now hope Google will follow suit. Meta’s policy, especially the requirement to restrict ads to users aged 18 and above, supports the industry’s commitment to safe and responsible gaming.”
Roland Landers, CEO of the All India Gaming Federation (AIGF), also welcomed the policy update. "We welcome Meta’s significant shift in its advertising policy towards greater clarity and compliance for Real Money Gaming (RMG) advertisers. The new framework is a major step forward in aligning global platform policy with India’s regulatory and legal realities. It ensures that only authorized, responsible operators can access Meta’s ad inventory while protecting users especially minors from exposure to unregulated gaming content."
Landers further said, "As the oldest and largest industry body for online skill gaming in India, AIGF has long championed self-regulation and legality in gaming. For nearly a decade, we have run the most exhaustive voluntary skill game certification process in the country, rooted in legal validation and integrity. We are pleased that Meta now recognizes AIGF issued certificates as valid proof for legal and skill-based classification of games."
This milestone reflects the impact of sustained industry platform dialogue and positions India’s legitimate gaming sector for more responsible and structured growth in digital advertising environments. He added.
AIGF in a memo to all its members stated that going forward, RMG advertisers can submit either a court order confirming the game as one of skill or a certificate from AIGF or other recognized federations to gain advertising approval. “This marks a major step forward in streamlining the ad approval process for RMG operators in India,” the federation added, noting that a more detailed operational process will be released in the coming weeks.
With Meta’s doors now open to RMG advertisements under strict compliance conditions, industry insiders believe this could mark a new era of growth, innovation, and regulation in the Indian gaming landscape.
