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A Public Interest Litigation (PIL) filed in the Punjab and Haryana High Court has brought the Advertising Standards Council of India (ASCI) and several high-profile celebrities under scrutiny for allegedly promoting illegal online gambling platforms. The PIL will be heard by division bench of Chief Justice Sheel Nagu and Justice Sumeet Goel on April 30.

Advocate Davinder Singh has sought immediate judicial intervention to curb what he describes as the rampant and unchecked promotion of illegal betting apps such as Fairplay, 1xBet, Parimatch, Betway, Stake, Lotus365, and SkyExchange.

The petition (a copy of which is with Storyboard18) states that ASCI, the industry self-regulatory body, is failing to act against misleading advertisements. The petitioner argues that ASCI has not fulfilled its mandate, by allowing celebrity endorsements that glamorize and legitimize these illegal platforms.

The petition states, "ASCI has failed to monitor and take timely action against misleading advertisements promoting gambling in violation of its Code and the Consumer Protection Act".

Citing Sections 21 and 89 of the Act, the PIL demands prosecution and penal action against endorsers, including actors Ranbir Kapoor, Kiara Advani, Esha Gupta, Urvashi Rautela, Jacqueline Fernandez, and singers like Badshah and Karan Aujla. These endorsements, the petition claims, mislead consumers, particularly vulnerable youth, by portraying gambling as safe and rewarding.

“The endorsements create a false legitimacy and have devastating consequences for impressionable audiences,” the petition states. Several tragic incidents have been highlighted in the plea, including student suicides attributed to betting addiction and financial losses incurred on these platforms.

The petitioner has urged the court to direct ASCI to initiate legal proceedings against the celebrity endorsers and to enforce its code of advertising more stringently. The petition also calls on the Ministry of Electronics and Information Technology (MeitY) to block access to these websites and coordinate with enforcement agencies to investigate money laundering, data privacy breaches, and the misuse of Aadhaar and mobile data.

Petition states, "Whether the inaction or regulatory failure of the ASCI in monitoring and penalizing such misleading advertisements violates its statutory duty under the consumer Consumer Protection framework and its self-regulatory code?" 

The PIL has named ASCI as a respondent alongside the governments of Punjab, Haryana, and Chandigarh; the Ministry of Electronics and IT; the Enforcement Directorate (ED); and the celebrities in question.

Singh is pushing for the immediate creation of comprehensive regulations to govern advertising and operations of online betting platforms. He further pleads timely enforcement of Section 69A of the Information Technology Act, which allows the government to block public access to illegal online content, and to take decisive action against violators. The petition stresses the public health, economic, and legal risks these platforms pose, and argues for a holistic regulatory framework.

Advocate Davinder Singh, petitioner told Storyboard18, "It is unfortunate that celebrities openly promote betting and gambling platforms without considering its ill effects on the society. ASCI on the other hand is failing drastically to fulfil its duty to report such misleading advertisements." 

Between April and August 2024, ASCI flagged over 700 advertisements from illegal betting and gambling companies and forwarded them to the Ministry of Information and Broadcasting (MIB).

<a href="https://www.storyboard18.com/gaming-news/exclusive-asci-to-report-snoop-dogg-backed-gambling-platform-roobet-to-mib-57751.htm">Read More: ASCI to report Snoop Dogg backed gambling platform ‘Roobet’ to MIB</a>

Concerns over surrogate advertising have also been raised. In a letter to MIB Secretary Sanjay Jaju, stakeholders in the Real Money Gaming (RMG) industry highlighted how offshore betting operators such as Melbet, Dafabet, Vegas11, Fun88, and 1xBet are disguising ads under similar-sounding brands like Melbat, Dafanews, Vegas11 Sports News, Fun88 News, and Batery.AI.

In a separate but related development, another PIL was recently filed in the Supreme Court by evangelist K.A. Paul, citing the damaging influence of online betting apps on the country’s youth. That petition calls for an immediate ban on such apps and seeks legal action against celebrities—including popular cricketers and actors from Bollywood and South India—who promote these platforms and allegedly mislead their fans by encouraging harmful behavior.

In 2023, MIB issued an advisory to state chief secretaries to crack down on outdoor advertising by gambling and betting companies. Apurva Chandra, Secretary of the MIB, reiterated previous advisories that prohibit such promotions in traditional media and pointed out a shift toward outdoor channels—hoardings, posters, banners, and even auto-rickshaw branding—as a new way these companies are promoting their services. The letter urged local authorities to take immediate and appropriate action to curb these outdoor ads.

<a href="https://www.storyboard18.com/how-it-works/asci-finds-healthcare-and-illegal-betting-top-violative-sector-in-fy24-32344.htm">Read More: ASCI finds healthcare and illegal betting top violative sector in FY24</a>

<a href="https://www.storyboard18.com/advertising/asci-signs-mou-with-the-online-gaming-federations-to-protect-consumers-against-offshore-betting-ads-57043.htm">Read More: ASCI signs MoU with the online gaming federations to protect consumers against offshore betting ads</a>

Exclusive: PIL filed against illegal betting platforms; ASCI, celebs face scrutiny

The Haryana government's Prevention of Public Gambling Bill, 2025, passed during the budget session in the state's Vidhan Sabha, has cast doubts on the operations of opinion trading platforms in India. These platforms are also currently under scrutiny in the Gujarat High Court. Confederation of All India Traders (CAIT) formally urged the Indian government to ban opinion trading apps and websites referring it as 'Digital Satta'. 

Haryana Chief Minister Nayab Singh Saini, who also holds the Home portfolio, introduced the Haryana Prevention of Public Gambling Bill, 2025, which aims to prevent and penalize individuals involved in public gambling, operating common gambling houses, betting on sports or elections, and engaging in match-fixing or spot-fixing in sports.

According to the provisions of the Act, “whoever indulges in match-fixing or spot-fixing in sports shall be liable to imprisonment for a term not less than three years and up to five years, and shall also be liable to a fine of not less than Rs 5 lakh.” A subsequent offense could result in imprisonment for up to seven years.

The Act defines a "bet" as “any agreement, whether oral, written, or otherwise, between two or more parties regarding the occurrence or non-occurrence of an event—past, present, or future—whose outcome is unknown to any or all of the parties at the time of the agreement, where the party making an incorrect prediction must pay or forfeit a stipulated consideration to the other party or parties involved, either monetary or non-monetary."

Interestingly, this definition of "bet" closely mirrors the format used by many opinion and sports trading platforms operating in India. However, under Section 1(3) of the Act, “It shall come into force on such date as the State Government may, by notification in the Official Gazette.” It remains unclear when the state government will enforce the Act, which could effectively ban opinion trading platforms in Haryana.

Congress MLA Aditya Surjewala criticized the Act, calling it “deeply flawed” and arguing that it lacks clarity on the definition of betting. He also pointed out that gaming instruments such as boards, cards, and dice are not adequately defined, and demanded that the Act be referred to a Select Committee for further review, citing similar laws enacted in other states.

Experts argue that the lack of clear regulations for opinion-based gaming creates a gray area that both players and platforms continue to exploit. While opinion-based games appeal to a wide audience and generate substantial revenue, their similarity to wagering and gambling poses challenges for the broader real-money gaming (RMG) industry. It is critical for the government, especially the Ministry of Electronics and Information Technology (MeitY), to establish comprehensive guidelines to address these concerns.

Additionally, the Supreme Court of India recently reinstated a petitioner’s case seeking a ban on opinion trading apps. The Supreme Court bench strongly criticized the Gujarat High Court for dismissing the Public Interest Litigation (PIL) merely because a similar case was pending in the Bombay High Court, without adequately considering the merits of the matter.

In Sumit Kapurbhai Prajapati v. Union of India & Others, a special leave petition challenging the Gujarat High Court’s refusal to hear the PIL was taken up by a Supreme Court bench comprising Justices Abhay S. Oka and Ujjal Bhuyan. The Court ultimately granted leave and reinstated the petitioner’s case in the Gujarat High Court, preserving all rights and contentions of the parties involved.

Previously, the Confederation of All India Traders (CAIT) formally urged the Indian government to ban opinion trading apps and websites. In a letter addressed to Ashwini Vaishnaw, Minister of Electronics and Information Technology, and Piyush Goyal, Minister of Commerce and Industry, CAIT emphasized the serious risks posed by these platforms, describing them as a form of "digital satta" (online gambling).

CAIT also raised grave concerns about the potential impact of these platforms on India's democratic processes. The letter warned that prediction-based opinion trading platforms allow users to bet on election outcomes, thereby posing a threat to electoral democracy. Given the widespread reach of these platforms, CAIT cautioned that they could influence public opinion and undermine the integrity of democratic institutions.

Digital Satta: Haryana govt’s new Gambling Act casts shadow over Opinion Trading platforms

As Karnataka prepares to unveil a comprehensive regulatory framework for the online real money gaming (RMG) industry by the end of this year, sources familiar with the matter have confirmed that the state government is planning to introduce a whitelisting mechanism for legitimate operators. 

In a significant move, the state also intends to establish a clear legal distinction between skill-based gaming and gambling. However, it remains uncertain what measures will be taken against offshore betting platforms, whose operations have exponentially grown in the past year.

The upcoming framework will also include provisions for age-gating, grievance redressal mechanisms, and player support systems—part of a broader "consumer-first" strategy aimed at curbing the influence of illegal betting and gambling services.

According to Digital India Foundation report, four betting platforms—Parimatch, Stake, 1xBet, and Battery Bet—received 1.6 billion visits in just three months, between October and December 2024. Social media platforms like Facebook, Meta, and Telegram drove 42.8 million visits to these four platforms during the same period. While deposits in illegal betting and gambling are exceeding 100 billion dollars per year and are growing at an annual rate of 30%.

On April 8, key representatives from the RMG sector—including officials from the All India Gaming Federation, the Federation of Indian Fantasy Sports, and the E-Gaming Federation—met with Karnataka’s Home Minister S. Parameshwara and IT-BT Minister Priyank Kharge to discuss the impending regulations.

“Karnataka is taking a progressive approach toward regulating the RMG industry,” said one industry representative. “Whitelisting legitimate companies and cracking down on illegal operators will definitely support sector growth. If implemented it will make Karnataka, the first state to implement whitelisting of RMG companies in this complex regulatory landscape.”

Another stakeholder, speaking on condition of anonymity, revealed that a draft of the new framework is expected within the next couple of months, followed by a stakeholder consultation phase. “The Karnataka government is targeting an end-of-year rollout,” the person said.

If executed effectively, Karnataka’s move could set a precedent for other states, paving the way for a more structured and investment-friendly gaming industry across India. With regulatory clarity on the horizon, industry players are hopeful that a balanced framework will foster innovation while safeguarding users and curbing illegal operations.

This effort marks a shift from the state's previous stance. In 2021, Karnataka introduced the Karnataka Police (Amendment) Bill, which sought to ban all forms of online gambling—excluding lotteries and horse racing—by removing the distinction between games of skill and games of chance. The law inadvertently included skill-based gaming startups under its purview.

However, the Karnataka High Court struck down most provisions of the bill in February 2022, deeming them unconstitutional. The state appealed to the Supreme Court, which issued notices to various gaming companies and industry bodies. The case remains pending.

"There is nothing to regulate them so far. They have agreed to the introduction of a licence system and a regulation as per law. Once the draft is submitted, we will bring in a new law," Home Minister Parameshwara said, adding that a committee is currently drafting the policy.

Minister for Information Technology and Biotechnology Priyank Kharge had last month said that the government is mulling over bringing the entire online gaming, real money gaming under a legal parameter.

Meanwhile, Maharashtra is also working on its own regulatory framework for online gaming, signalling a broader trend toward structured oversight in India’s RMG space. Maharashtra’s Minister of State for Home Affairs, Yogesh Kadam, recently told the state’s Legislative Council that the government is developing tougher laws to combat cybercrime and financial fraud linked to online platforms. “A uniform policy and stricter legal measures are on the way,” Kadam noted.

Adding to the anticipation, stakeholders across the country are now closely watching the Supreme Court's hearing on the ₹2.5 lakh crore GST case, scheduled for May 5–9. The outcome is expected to have far-reaching implications for the future of India’s online gaming industry.

EXCLUSIVE: Karnataka govt to introduce whitelist for Real Money Gaming operators

The Delhi High Court on Monday modified an arbitral order in an ongoing legal battle between online real money gaming platform WinZO Games and creative agency Creativeland Advertising, Justice Jyoti Singh ordered WinZO to provide a ₹30 lakh bank guarantee or deposit the same amount directly with the Arbitral Tribunal, to be held in a fixed deposit within three weeks.

The case stems from a dispute where Creativeland Advertising accused WinZO of misusing its intellectual property and breaching confidentiality obligations. The dispute is regarding the use of the tagline “Jeeto Har DinZo”, which Creativeland claims was derived from its proprietary creative material.

The order copy dated April 15 states, "Accordingly, with the consent of the parties, impugned order dated 28.02.2025 is modified to the extent that Appellant (WinZO) shall furnish a bank guarantee in the sum of Rs 30,00,000/- in favour of the Respondent (Creativeland Advertising) within a period of three weeks from today. In the alternative, it is open to the Appellant to deposit a sum of Rs 30,00,000/- before the Arbitral Tribunal, which shall be invested in an interest-bearing Fixed Deposit. The needful shall be done within three weeks."

The central issue revolved around the tagline “Jeeto Har DinZo,” which Creativeland Advertising claims to have developed exclusively for WinZO Games during preliminary campaign discussions.

According to the Delhi High Court order copy dated March 18, WinZO Games engaged Creativeland Advertising in October 2024 for a brand campaign. A Non-Disclosure Agreement (NDA) was executed on November 8, 2024. Creativeland Advertising presented campaign concepts, including the tagline, through multiple pitch decks between December 2024 and January 2025. In January 2025, WinZO Games expressed interest in the tagline and sought guidance on its positioning.

Creativeland Advertising claimed that in February 2025, WinZO Games unexpectedly terminated discussions, opting to work with a different creative team and offering Rs. 10 lakhs as compensation for the tagline. Creativeland Advertising filed for arbitration, seeking an injunction to restrain WinZO Games from using the tagline without authorization.

Creativeland Asia IP dispute, Delhi HC orders WinZO to deposit ₹30 lakh in three weeks

With online real money gaming industry facing strong headwinds due to uncertain regulations and policies, Zupee has steered towards its first-ever annual profit—proving that in the rush to scale, sustainability might just be the smartest bet. Shifting state-level bans, ongoing legal debates around what constitutes a “game of skill,” and lack of a central governing framework have created an unpredictable environment for operators and investors alike.

For the fiscal year ending March 31, 2024, Zupee posted ₹1,123 crore in net revenue and ₹146 crore in net profit, marking its first-ever year of profitability since its inception. In a sector where many companies are still in the red, chasing aggressive growth and user acquisition at the cost of profitability, Zupee’s performance serves as a beacon of sustainable success. In a business where speed often trumps strategy, Zupee is proving that in the rush to scale, sustainability might just be the smartest bet.

During FY24, Zupee also saw a 60% increase in its registered user base, a clear indication that its approach is resonating with the market. To fuel this growth, Zupee allocated ₹350 crore towards marketing and advertising, with a strong emphasis on digital platforms. However, the company also invested in traditional channels like TV and high-visibility events, including the Indian Premier League (IPL), blending both new-age and tried-and-true strategies. As a result, the company’s total expenses grew by 11.7% to ₹1,019 crore, up from ₹911.9 crore in FY23. A major chunk of this expenditure was directed toward marketing and user incentives, with ₹806 crore being spent in FY24 to drive the business forward.

In a fast-growing gaming ecosystem where many companies burn through massive amounts of cash in a relentless race to acquire users, Dilsher Malhi, Founder and CEO of Zupee, has chosen a different approach—one grounded in balance, profitability, and measured growth.

Malhi is quick to identify what truly powers sustainable growth. “There are four or five major channels through which you can acquire users,” he begins, breaking down the key drivers of Zupee’s user growth strategy with clarity that comes from lived experience.

First on Malhi’s list is word-of-mouth. “It’s the biggest and the most profitable channel,” he asserts. “Every user you acquire ends up recruiting even half a user. That kind of organic loop is gold for any company.” Zupee’s ability to create an organic growth loop among users has been instrumental in its scaling process, without needing to over-rely on expensive paid channels.

Alongside this organic growth driver is performance marketing, which directly communicates the functional benefits of the platform, and brand marketing, which focuses on embedding a larger, lasting message in consumers’ minds. Malhi notes that referrals, which incentivize the word-of-mouth loop, are a crucial part of the puzzle. By focusing on a multi-pronged strategy, Zupee avoids over-dependence on any single marketing channel, giving it an edge over competitors that might lean heavily on paid acquisition.

“Zupee has never been over-reliant on just one lever,” Malhi explains. “It’s directly tied to profitability. If your growth is overly dependent on paid channels, it’s going to be very hard to crack profitability.” This philosophy of balance has been central to Zupee’s success, allowing the company to scale while maintaining fiscal responsibility.

But it’s not just growth strategy where Malhi sees the need for thoughtful structure. He’s also vocal about regulatory clarity in the online gaming space—particularly with regard to skill-based games like Zupee’s flagship Ludo offering. Unlike other games such as Rummy and Poker, where there have been established legal rulings about whether they are games of skill or chance, Ludo still lacks clear legal definitions in the context of playing for stakes.

“There are millions of games. The courts can’t be the ones classifying each of them,” Malhi points out. “Even if you’re a rummy platform with a Supreme Court judgment backing you, you're still struggling with retrospective tax issues.” Malhi’s concern isn’t limited to simply defining games of skill versus chance—it extends to a broader need for clearer guidelines that can govern the entire sector.

“Skill versus chance is only one part of the puzzle,” he explains. “We need advertising guidelines, responsible gaming standards, and frameworks under PMLA (Prevention of Money Laundering Act)—everything needs to come together. Only then can real value be unlocked in this sector.” In his view, the lack of a central authority or cohesive regulatory framework is creating an environment of uncertainty and debate that benefits no one.

“Clarity about Opinion trading won’t solve anything,” he adds. “Today I’ll say this is a skill-based game, tomorrow someone else says poker isn’t skill-based. There’s no end to that.”

The absence of a unified regulatory approach is perhaps one of the greatest challenges facing the Indian gaming sector. While companies like Zupee have proven that it’s possible to scale and turn a profit despite these challenges, the industry as a whole could benefit from clear, centralized regulations that provide long-term stability. For Malhi, the future of the sector depends on a collaborative effort to build a robust framework that balances innovation with responsibility.

RMG industry needs right regulatory framework, including under PMLA: Dilsher Malhi, CEO of Zupee

In a courtroom exchange that blended wit with warning, the Tamil Nadu Advocate General quipped, “If you play Rummy, I will become Mummy,” capturing the state’s stern stance on real money gaming (RMG) during an ongoing legal battle in the Madras High Court. The remark, though light-hearted, underscores the deeper paternalistic approach the state has taken toward online gaming regulation.

On Monday, the Madras High Court Bench comprising Justices S.M. Subramaniam and K. Rajasekhar concluded oral hearings in a significant case involving online rummy and other real money games. The matter concerns the constitutionality of Tamil Nadu’s recent gaming law, which the petitioners argue places arbitrary and excessive restrictions on their operations.

Senior counsel Sajan Poovayya, appearing on behalf of online rummy platforms, presented rejoinder arguments challenging the state’s regulatory push. He emphasized that online rummy for stakes has already received constitutional protection under Article 19(1)(g) in two prior judgments by the Madras High Court. According to him, the burden now lies with the state to justify how a complete five-hour shutdown of business—from midnight to 5 AM—qualifies as the least intrusive method of regulation.

Poovayya also pointed out that while the Information Technology (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2023 have been notified, the corresponding Self-Regulatory Bodies (SRBs) are yet to be formally recognized by the Centre. He stressed that the authority to regulate online skill-based games lies with the Union government—not the states—under the constitutional framework.

The dispute lies a deeper constitutional question: who holds the power to regulate online gaming? Senior Counsel C Aryama Sundaram, representing the petitioners in earlier hearings, asserted that the Tamil Nadu government lacks jurisdiction to legislate in this domain. Citing Entry 31 of List I in the Seventh Schedule of the Constitution, Sundaram argued that matters relating to digital and online communication fall exclusively under the purview of the central government.

The gaming companies are contesting the Tamil Nadu law on three major grounds:

Curfew on Online Gaming: The law prohibits all online gaming activity from 12:00 AM to 5:00 AM. Petitioners labeled this blanket ban as arbitrary, contending that it unjustifiably restricts personal freedom without a proportional basis.

Aadhaar-Based Verification: Mandatory Aadhaar authentication for users has also been challenged as legally untenable. Petitioners argued that such requirements are not only technologically burdensome but also run afoul of existing provisions in the Aadhaar Act, 2016, which limit the scope of such data usage.

Jurisdictional Overreach: The core of the legal argument rests on the claim that only the Centre, through its IT Rules of 2021, can regulate online games of skill, thereby making Tamil Nadu’s regulatory actions unconstitutional.

With oral arguments now complete, the Madras High Court has directed all parties to submit their final written arguments by April 28, 2025. The matter is scheduled for hearing on the same day, primarily to take on record these written submissions.

'If you play Rummy, I’ll become Mummy': Tamil Nadu’s RMG case reaches final stage

In India’s fast-evolving digital ecosystem, a quiet revolution is underway—and it's not happening in traditional ad boardrooms. It's unfolding on live streams, Discord servers, and inside the war rooms of India’s top esports organizations, which are no longer just about gaming. 

With competitive esports revenue streams proving unstable and unsustainable, many of these organizations are ditching their old playbooks and reinventing themselves as full-blown marketing agencies. And in doing so, they’re not just surviving—they’re cannibalizing the turf of legacy media agencies.

Gone are the days when esports orgs relied solely on tournaments and prize pools. Today, they’re sealing brand deals, managing influencers, building content studios, and offering 360-degree marketing solutions—often poaching business that once went to traditional ad firms.

Take Orangutan, for instance. With the Indian esports market growing from $40 million in 2023 to an estimated $200 million in 2024, the potential seems massive. But Co-founder Jai Shah is playing a long game—one that requires more than just hopeful projections.

“Sustaining ourselves purely through esports is a five-to-ten-year challenge,” says Shah. “So we leaned into what we do best—marketing and content. That’s how Apelabs was born: a one-stop marketing agency designed to do what traditional agencies can’t—connect directly with Gen Z audiences through gaming.”

This pivot is more than survival—it’s disruption. Brands that once routed their digital spend through legacy media shops are now going straight to these rebranded esports orgs-turned-agencies. Why? Because they come with built-in creators, plugged-in communities, and unmatched cultural currency in the gaming world.

Shah’s ambitions don’t stop at digital. Orangutan is also going brick-and-mortar with Ape City, a premium gaming café in Navi Mumbai—a move that further distances them from the volatile world of game titles with limited ROI. “We’ve dropped certain games entirely to focus on verticals that bring in real cash,” he says bluntly.

While some still hold onto the romanticism of esports as the "next big thing," reality bites. “Valorant has been a 100% loss-making title since day one in India,” Shah admits. “Most orgs are burning through ₹5–10 lakhs monthly with barely 1,000 live viewers. It’s just not viable.”

Rushindra Sinha, Co-founder and CEO of Global Esports, believes this evolution was inevitable. “What you’re really seeing is the rise of next-gen agencies,” he says. “Traditional firms might try to bolt on a gaming vertical, but esports orgs have domain expertise and cultural insight that can't be faked.”

According to Sinha, influencer management is the next logical frontier. Esports orgs already command talent with massive followings, and the inbound interest from brands is endless. “It’s low-hanging fruit,” he says. “And unlike old-school agencies, we have the infrastructure and the fandom to scale that business.”

Of course, traditional agencies aren’t going extinct just yet. Akhil Kavuturu, Co-founder of Marcos Gaming, sees the shift as a rebalancing act. “When orgs internalize marketing, they control the narrative and the deals,” he explains. “But agencies still matter for big-ticket campaigns. They have the experience and industry reach that’s hard to replicate.”

Still, the orgs are clearly encroaching fast. “If you’re limiting yourself to tournaments and prize pools, you’re limiting your growth,” Kavuturu says. “Marketing, influencer ops, content creation—that’s where the real money is.”

Kuldeep Kumar, CEO of VE Games, adds that without the support of game publishers, even this hybrid model has limits. “Publishers need to stabilize the esports ecosystem,” he notes. “If a title fails, the entire vertical collapses. But if done right, esports becomes a powerful marketing engine in itself.”

That’s where streaming platforms like Rooter step in. Founder and CEO Piyush Kumar sees platforms as the most reliable lifeline so far. “Between 2022 and 2023, we invested heavily in supporting teams and creators,” he says. “But the future lies in balanced models—where everyone wins.”

So where does this leave the traditional agency world? At a crossroads. As esports organizations continue to mature into hybrid creators-marketers-broadcasters, the line between “agency” and “org” blurs. The new power players aren’t wearing suits. They’re wearing hoodies, running livestreams, and rewriting the rules of influence marketing from their gaming chairs.

Eliminating the middlemen: Esports orgs are now the new-age marketing agencies

In a pivotal move, NODWIN Gaming recently expanded its esports operations to the United States. However, just a few months earlier in December, the company faced a major setback when the Maharashtra government abruptly withdrew support for hosting its flagship IP, NH7 Weekender, citing potential law and order concerns. The sudden cancellation led to significant financial losses, forcing NODWIN to swiftly recalibrate its plans and relocate the event.

Akshat Rathee, Managing Director and Co-founder of NODWIN Gaming, addressed the situation with calm pragmatism. “Governments will do government things,” he said. “We were given assurances. It didn’t work out. So we moved to Indore, Jaipur, and Noida.”

While the disappointment was clear, Rathee avoided placing blame. “I’m not here to judge what pressures were at play. We hoped things would be okay, and we were assured it would be solved. But it couldn’t be. We’ve taken the loss and moved the IP out of Pune.” He added, “We love Pune. But we won’t return unless the government invites us. We want to be partners, not adversaries.”

The event also marked the end of a long-standing collaboration with Bacardi. However, Rathee spoke with gratitude and respect. “NH7 wouldn’t exist without Bacardi. But as we looked to scale to seven or more cities, Diageo matched our ambitions better.” The transition was friendly, he clarified. “We still work with Bacardi on other properties. This isn’t a breakup—just a new chapter.”

Community led Esports

Even with these changes, NODWIN has been moving forward aggressively. The company, a subsidiary of Nazara Technologies, has invested over ₹75 crore in acquiring firms such as Trinity Gaming, AFK Gaming, and StarLadder—strengthening its capabilities in influencer management, content distribution, and event production.

Other properties like Comic Con have also grown, expanding from five to eight cities. “We expect both revenue and margin growth to be accretive based on these acquisitions,” Rathee said.

For him, esports is fundamentally about community. “Esports didn’t come from publishers—it came from the community. Look at StarCraft or World of Warcraft. The fans built the competition. Publishers followed.” He believes many people still misunderstand what esports does for publishers. “It doesn’t help you acquire new users—it helps you retain the ones you already have. It’s a long-term play.”

He explained that a game needs six to nine months after launch to become esports-ready. “You need players to spend hundreds of hours before the skill gaps become clear enough for real competition. If you play four hours a day, that still takes three months.” In India, he noted, only a few titles have reached that level of maturity: BGMI, Valorant, Call of Duty Mobile, and Real Cricket. “We have depth in very few titles. That’s the constraint.”

Rathee compared esports to cricket formats. “Test, ODI, T20—they all have their place. BGMI has BGIS and BMPS from Krafton, and BGMS from us. Different formats, but all valid.” His focus, he said, is on designing for the platform. “I needed a product that fits into a three-hour TV slot. Others don’t. That’s fine.”

Addressing the idea that publishers might be losing interest in India, Rathee disagreed. “Three years ago, Garena poured money into Free Fire. When they come back, they’ll do it again. Krafton has launched multiple titles already, and Riot is deeply invested in Valorant.”

He also pointed to Qualcomm’s backing of the Snapdragon Pro Series, and the rising performance of Indian teams in Call of Duty Mobile on the global stage. Brand partnerships, he said, are not slowing down. “We’ve seen over 100% growth. Gillette, OnePlus, bike manufacturers—they all want a piece of this. Anything youth-focused is looking at esports.”

Rathee laid out the economics clearly. “BGMI activations can cost crores. But if your budget is ₹70 lakh, maybe you back Call of Duty instead. It’s all about cost versus benefit.” What gives Indian teams an edge is their engagement. “Globally, team engagement is around 0.5%. Indian teams? Between 20% and 35%. That’s huge.”

He was direct about why some esports teams don’t succeed. “If you don’t run your team like a proper company, you’re done. If you can’t pay players and influencers well or build long-term value, you’re out.” He compared successful teams to football clubs like Arsenal. “Buy a team based only on potential, and they’ll leave in six months. Build a team, and they stay.”

'Won’t risk the esports ecosystem'

Rathee also made it clear that NODWIN draws a line when it comes to Real Money Gaming. “We don’t accept RMG as a model for esports. It introduces variables we’re not comfortable with.” While he personally plays on RMG platforms, he said, “As a business, I won’t risk the esports ecosystem on it.”

Looking ahead, he believes the key lies in unifying gaming and esports experiences. “Consumers don’t distinguish. Whether it’s a live event, influencer stream, or esports tournament—it’s about engaging their time.” He also pushed back against the idea that brands only care about performance marketing. “If all they wanted was conversions, they’d just use affiliate links. But if you want brand love, you need affinity. You need storytelling.”

NODWIN’s journey is a story of resilience and vision. From just ₹65 lakh in revenue in 2014 to hundreds of crores today, the company has come a long way. In the third quarter of FY2025 alone, it reported ₹165 crore in revenue—a 23% year-on-year increase—driven by the success of flagship properties like Playground, the Snapdragon Pro Series, and the combined DreamHack and Comic Con event.

“We’re just getting started,” Rathee said with a quiet sense of purpose.

We won’t risk the esports ecosystem on Real Money Gaming: Akshat Rathee, NODWIN Gaming

As India's digital economy continues its meteoric rise, one sector blazing ahead with unrelenting speed is online real money gaming (RMG). With millions of users and billions in transactions, the RMG space is not only thriving—it’s transforming into a formidable industry demanding both oversight and opportunity. Now, Maharashtra, India’s second-most populous state, is stepping up to regulate this rapidly evolving sector.

Following Karnataka’s recent announcement to bring in a licensing system for online skill-based gaming, Maharashtra is preparing to roll out its own version of oversight, complete with a licensing fee and a robust regulatory framework for companies operating in the online RMG space.

Minister of State for Home Affairs, Yogesh Kadam, recently informed the state’s Legislative Council that the government is actively working on stringent legal measures to combat financial fraud and cybercrime linked to online gaming platforms. “The Maharashtra government is formulating a uniform policy and stricter laws to regulate online gaming and tackle cybercrime,” Kadam stated, hinting at a sweeping transformation in how online skill gaming for stakes will be governed in the state.

Top government sources confirm that consultations are underway with industry stakeholders to shape the policy. Through this policy, the government is aiming for two-pronged goal: protect consumers from fraud and deception, while simultaneously legitimizing a booming sector through legal and economic channels. State IT Ministry, Revenue Ministry and Home Affairs are actively discussing formulation of the policy. 

A top source involved in the discussions revealed, “A licensing fee structure is on the table, and a crackdown on illegal offshore betting companies is imminent. We are designing the policy to be forward-thinking and enforceable.”

Akshat Khetan, Founder of AU Corporate Advisory and Legal Services (AUCL), believes this step is not just timely—it’s essential. “The RMG industry has shown tremendous growth in recent years, becoming a major contributor to digital engagement and employment. With Maharashtra’s proactive stance, it has the potential to emerge as a significant source of tax revenue,” he remarked.

Khetan emphasized that a well-regulated framework would enhance investor confidence and promote responsible gaming practices. Given Maharashtra’s vast urban population and strong tech-savvy base, the move could translate into opening the doors for innovation and long-term sustainability. Khetan said, "A well-regulated framework will not only boost investor confidence but also encourage responsible gaming practices, leading to sustainable economic gains for the state."

Legal experts point that several developments signal Maharashtra’s serious intent to regulate online skill gaming which includes formation of expert committees to study the implications and logistics of regulating RMG. Engagement with legal, financial, and technology stakeholders to create a robust and adaptable framework and alignment with broader digital economy trends while maintaining a commitment to user safety and accountability.

However, industry players are cautiously optimistic. They have long sought clarity in the regulatory landscape—a consistent rulebook to help them scale securely and innovate without fear of abrupt legal setbacks.

Maharashtra’s bold move also shines a light on a deeper structural issue: India’s fragmented regulatory ecosystem. Multiple states are now looking to regulate online gaming industry including Tamil Nadu and Karnataka.Roland Landers, CEO of the All India Gaming Federation (AIGF), pointed out that state-by-state laws have created a patchwork of compliance requirements that many gaming startups struggle to meet.

“Managing compliance across fragmented state-level laws is increasingly unsustainable. It’s not just about cost—it’s about legal vetting, app version changes by region, and navigating conflicting requirements,” said Landers. He stressed the disproportionate impact on smaller operators, who are often forced to exit markets due to the high compliance burden.

Landers strongly advocates for a central regulatory framework under the purview of the Ministry of Electronics and Information Technology (MeitY). Citing the IT (Intermediary Guidelines and Digital Media Ethics Code) Rules, 2021, he argued that the central government holds constitutional authority to regulate online skill-based gaming under Entry 31 of the Union List, as it pertains to communication and digital platforms.

While the call for central regulation gains momentum, legal experts caution that any national policy must respect the constitutional division of powers. Jay Sayta, a technology and gaming lawyer, highlighted the importance of distinguishing between skill-based games and games of chance. “A policy should clearly define what qualifies as a skill-based game, so betting platforms masquerading as games of skill don’t slip through the cracks,” Sayta noted.

He added that while central legislation is desirable, the government must engage with states in a spirit of cooperative federalism. Pending court cases will likely clarify whether the central government has the legislative competence to enact overarching laws. Until then, model legislation—developed in collaboration with state governments—could serve as a harmonious way forward.

Recently, a high-level meeting was chaired by Karnataka Home Minister G. Parameshwara, alongside the state’s Information Technology Minister, Priyank Kharge to consult with stakeholders on regulating online skill gaming industry. “There is nothing to regulate them so far. They have agreed to the introduction of a license system and regulation as per law,” Parameshwara stated. A committee has now been tasked with preparing a draft policy within a month. The regulations are likely to come by year end. 

For an industry that thrives on innovation, a well-structured legal backbone could be the missing piece needed to propel India into a global gaming powerhouse—safely, ethically, and sustainably.

Maharashtra joins regulatory wave, eyes licensing system for online gaming

As Karnataka positions itself to introduce a comprehensive regulatory framework for online gaming by the end of this year, a key question emerges among stakeholders: will the state government withdraw its ongoing appeal in the Supreme Court concerning ban on online skill based games played for stakes in the state? 

This legal and policy entanglement has its roots in 2021, when the Karnataka government passed the Karnataka Police (Amendment) Act, which sought to prohibit all forms of online gambling except for lotteries and horse racing. Significantly, the bill erased the distinction between games of skill and games of chance, bringing skill-based online games under its restrictive purview. This move sent ripples across the rapidly growing gaming sector, especially among startups relying on the legal classification of skill-based games to operate.

However, in a major judicial pushback, the Karnataka High Court struck down most provisions of the amendment in February 2022, deeming them unconstitutional. Rather than accepting the verdict, the state government escalated the matter to the Supreme Court. The apex court, in turn, issued notices to various gaming companies and industry associations, initiating a legal standoff that continues to this day.

Yet, the state's current regulatory pivot signals a possible shift in approach. In recent developments, the Karnataka government has shown a willingness to distinguish between legitimate skill-based gaming and illegal betting activities. This shift has created a perceived contradiction between the state's policy direction and its pending legal challenge in the Supreme Court.

Flagging this inconsistency, Jay Sayta, a technology and gaming lawyer, acknowledged the government’s recent outreach to the gaming industry as a “welcome step in the right direction.” He praised efforts to frame a balanced policy that encourages legal skill-based gaming while cracking down on illegal offshore operations. However, Sayta also called on the government to clarify its stance on the earlier legislation—the very act that was struck down by the High Court and is now under challenge in the Supreme Court. He argued that continuing to pursue the appeal, despite the government's shifting recognition of skill-based games, undermines its own legislative intent.

Echoing this sentiment, a representative from the RMG industry emphasized the need for clarity and consistency. He confirmed that the government has agreed to hold consultations with federations and operators while preparing the draft legislation—a significant departure from the opaque policy-making seen in states like Tamil Nadu.

Another industry operator, speaking anonymously, stressed that ideally the government should withdraw the Supreme Court appeal before proceeding with the new law. “It all depends on what direction the government ultimately takes, but engaging stakeholders at this stage is a much-needed and promising change,” he noted.

This shift was underscored by an important meeting on April 8, where key representatives from the All India Gaming Federation, the Federation of Indian Fantasy Sports, and the E-Gaming Federation met with Karnataka's Home Minister G. Parameshwara and IT-BT Minister Priyank Kharge. The meeting signalled the government’s commitment to form a law that both supports the gaming ecosystem and imposes necessary legal constraints.

Storyboard18 was first to report about the meeting of stakeholders and Karnataka government regarding gaming regulations. 

<a href="https://www.storyboard18.com/gaming-news/tamil-nadus-regulatory-model-not-a-fit-for-karnataka-rmg-stakeholders-tell-govt-61834.htm">Read More: Tamil Nadu’s regulatory model not a fit for Karnataka, RMG stakeholders tell govt</a>

Following the meeting, Home Minister G Parameshwara revealed that a committee has been tasked with preparing a draft within a month. He emphasized the lack of existing regulation and the industry's openness to adopting a licensing system under a formal legal framework. “I chaired a meeting regarding online betting and gambling along with the information technology (IT) minister. Representatives from the industry were called. There is nothing to regulate them so far. They have agreed to the introduction of a licence system and regulation as per law,” he said.

Meanwhile, IT-BT Minister Priyank Kharge stressed the urgency of establishing legal oversight. With India now home to over 520 million gamers—making it the largest gaming community globally—Kharge emphasized the need to protect users from fraud and revenue loss, particularly from games hosted on offshore servers in countries such as China and those in Eastern Europe.

Despite the central government imposing a 28% GST on online gaming, the industry continues to grow, welcoming 23 million new gamers last year alone. This growth, while promising, also presents regulatory and legal challenges that the Karnataka government must navigate carefully.

As Karnataka moves toward drafting new legislation, the contradiction between its progressive policy tone and its pending Supreme Court case raises a critical question: can the state credibly support and regulate an industry it simultaneously challenges in the country’s highest court? For stakeholders, legal experts, and policymakers alike, the answer will likely shape the future of online gaming not just in Karnataka, but across India.

GAMING