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Meta’s policy shift could spark 30% surge in RMG ad spending in India

Digital Entertainment Summit 2025 to debut in Delhi as India stakes its claim on the future of global media

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The fervent football (soccer) fanbase is highly receptive to sponsorships as over a third (67%) of global football fans find sponsoring brands more appealing compared to just over half of the general population (54%), reveals Nielsen's 2025 Global Sports Report. As per the report, this is seen most prevalently in the U.S., where football fans are significantly more receptive to brand sponsorship than the country’s general sports fans, second only to Brazil, one of the sport’s most dominant markets worldwide.

With major tournaments slated for 2025, 2026 and 2027, including the FIFA World Cup 2026 hosted across North America, the U.S. market is poised for significant growth, driven by a young, diverse, and affluent fan base (76% Millennials or Gen Z, 22% Hispanic, 34% earning over $100K household income) eager to spend with aligned sponsors.

Interest in women’s sports is also growing as it reached 50% of the general population globally in 2024, up from 45% in 2022. According to the report, globalization, diverse fandoms and evolving media consumption are reshaping sports engagement. The report identifies three growth factors, empowering marketers to optimize sponsorship strategies and unlock global sports potential.

Jon Stainer, Global General Manager, Nielsen Sports, said, “The global sports industry is experiencing an exhilarating evolution, as live sports continue to grow and extend into all parts of media. The data in our 2025 Global Sports Report illuminates precisely the opportunities that exist for these partners as the worldwide appeal of live sport, especially with major, worldwide sporting events on the horizon, gains even more momentum.”

Firstly, the report identifies that football, as the world’s most popular sport, presents a compelling opportunity to deepen engagement and drive ROI. With 51% global fandom, football significantly outpaces all other sports with notable regional variations including Mexico at 64% fandom and a substantial 62 million fans in the U.S. alone, making it the fourth largest market globally. But getting brand sponsorship right depends on understanding the nuances of fans in target markets so as to capitalize on this passionate and engaged fanbase. 

Second, the significant surge in interest in women’s sports presents unparalleled opportunities for strategic brand investment and engagement, with particularly strong growth in major markets like India, China, the UK, and Germany. This growth is mirrored by specific sport expansions, notably women’s football and the WNBA, which has seen its U.S. fanbase grow over 31% in two years to 46.9 million, alongside a remarkable 201% increase in 2024 regular season viewership. 

Critically, women now form a larger share of fans for both women’s (47%) and men’s (42%) sports (up from 45% and 40% in 2022). This creates new, diverse and highly engaged audiences demanding tailored approaches and brand opportunities. This expanding, receptive female fanbase underscores that supporting women’s sports is not merely a social gesture but a compelling business imperative, offering brands access to new consumer segments as evidenced by luxury brands like Coach entering the WNBA sponsorship space, leveraging high purchase intent among women’s sports fans.

Read More: <a href="https://www.storyboard18.com/brand-makers/kantar-predicts-human-creativity-will-be-as-crucial-as-tech-in-2025-69966.htm">Kantar predicts human creativity will be as crucial as tech in 2025</a>
Third, the rapidly evolving sports media landscape offers significant opportunities for brands, advertisers, rights holders and marketers to engage diverse audiences across traditional and digital platforms. Live sports continue to be a powerful driver of fan engagement, with streaming attracting a growing segment of older fans (21% increase in 50+ viewers between 2022-2024), while innovative formats like the TGL golf league are successfully bringing in younger, non-traditional viewers (32% of 18-34 TGL viewers are not regular PGA viewers) to linear channels. 

Concurrently, social media is proving instrumental in globalizing sports and cultivating new fan bases. This is exemplified by the rapid rise of rugby fandom in new markets, driven by influential athletes like Ilona Maher, who grew her Instagram following by 141% during last year’s Olympic Games—and the accelerated growth of women following rugby globally. 

Read More: <a href="https://www.storyboard18.com/gaming-news/indian-sports-tech-industry-to-hit-rs-49500-crore-by-2029-fifs-deloitte-report-56782.htm">Indian sports-tech industry to hit Rs 49,500 crore by 2029: FIFS-Deloitte report</a>

Luxury brands tap women’s sports as global interest in women’s sports surges to 50%: Nielsen

With the world’s largest digital population and a media economy growing at breakneck speed, India is positioning itself as a formidable force in shaping the future of global entertainment. The upcoming Storyboard18 Digital Entertainment Summit (DES), set to take place on June 27 at The Leela Palace in New Delhi, is the latest sign of the country’s ambitions and rising influence.

Backed by Network18 Group, with flagship coverage from CNBC-TV18, CNN-News18, Moneycontrol and Forbes India, the summit arrives amid a global recalibration of digital power. The event builds on momentum from the government’s landmark World Audio Visual and Entertainment Summit (WAVES), and seeks to define the next chapter of the digital entertainment revolution - one with India at its center.

India’s digital entertainment economy is not just expanding; it's accelerating. With a population that is not only vast but digitally native, the country is redefining how content is created, distributed and consumed. A striking example is the gaming sector, which posted a 23% year-on-year revenue growth in FY2023-24, reaching $3.8 billion. 

That growth isn’t occurring in a vacuum. It is bolstered by a determined government push to make India a global hub for AVGC — Animation, Visual Effects, Gaming and Comics. Prime Minister Narendra Modi has cast this sector as central to India’s creative and economic future, pledging support through infrastructure, talent development and policy frameworks aimed at unlocking its full potential.

DES 2025 will convene a powerful coalition of policymakers, regulators, platform leaders, creators and marketers to chart a roadmap for sustainable expansion. Key agenda items include:

Creating a progressive regulatory framework for online gaming

Harnessing artificial intelligence to enhance content creation and gameplay

Monetization strategies for gaming platforms and digital content

Strengthening global partnerships and cross-sector innovation

Enabling creator economies through policy clarity and digital infrastructure

As the lines between technology, content and commerce continue to blur, India’s digital-forward posture gives it an edge in setting trends that resonate far beyond its borders. The country is no longer a passive consumer of global content, it is fast becoming an architect of its next era.

In a world increasingly shaped by digital ecosystems, the nation's leadership in entertainment, powered by data, demographics and ambition, may well define the creative economy of the next decade. The Storyboard18 Digital Entertainment Summit is a signal to the world: the future of entertainment is being scripted in India.

The National Company Law Tribunal (NCLT) has approved Nazara Technologies' Rs 126 crore resolution plan for Smaaash Entertainment Private Limited, the gaming company informed stock exchanges.

The acquisition includes a Rs 10 crore equity infusion through the subscription of 1 crore shares at Rs 10 each and an unsecured inter-corporate loan of Rs 16 crore extended to Smaaash for settling creditor dues.

With this, Nazara gets 100% ownership of Smaaash and access to its location-based gaming and entertainment assets.

<a href="https://www.storyboard18.com/gaming-news/nazara-technologies-ad-spend-surges-251-in-q4-fy25-as-profit-jumps-to-rs-4-crore-67266.htm">Nazara Technologies’ ad spend surges to Rs 151 crore in Q4 FY25</a>

Smaaash, founded in 2012 by Shripal Morakhia, was backed by high-profile investors like Sachin Tendulkar. However, it faced financial distress during the COVID-19 pandemic and a debt load of over Rs 400 crore to Edelweiss Asset Reconstruction Company and other creditors such as Yes Bank, Sidbi, and others. 

Smaaash Entertainment reported a turnover of Rs 112.34 crore as of March 31, 2024. The revenue stood at Rs 112.34 crore as of March 2024. 

Smaaash is engaged in the business of gaming and entertainment, operating various entertainment centres with main themes such as bowling and gokarting, along with ancillary games and attractions.
The key revenue segments for Smaaash include Gaming, Food & Beverages, Events, and Sponsorship. The company has a presence in 11 centres across various cities in India. 

	
<a href="https://www.storyboard18.com/gaming-news/nazara-technologies-stake-deal-gets-cci-approval-66752.htm">Nazara Technologies stake deal gets CCI approval</a>

Nazara has been actively pursuing acquisitions to expand its gaming portfolio. Recently, the digital gaming company acquired UK-based PC and console game publisher Curve Games for Rs 247 crore.

In addition, Nazara has secured the rights for Bigg Boss in India, with plans to launch the game in the next two to three months.

Nazara Technologies’ current market capitalisation is Rs 10,961.23 crore. The stock is currently trading at Rs 1,251.05 as of 9:58 am on the Bombay Stock Exchange on June 9.

NCLT approves Nazara's resolution plan for Smaaash Entertainment for Rs 126 crore

Revenant Esports has become the first organization in the country to officially collaborate with a broadcaster to acquire a merchandising license. The gaming powerhouse has secured the merchandising and peripherals license for the iconic Naruto franchise through a formal partnership, making it a pioneering move that combines anime fandom with competitive gaming in India.

This marks Revenant’s foray into the anime-themed merchandise space, with plans to release exclusive products including team jerseys, gaming mice, and mousepads.

According to sources familiar with the deal, Revenant Esports, as the merchandise licensee, will pay a royalty fee of 18% on net revenues earned from the sale of merchandise, post recoupment of a Minimum Guarantee Fee. The revenue share will be paid monthly to the licensor. 

Rohit Jagasia, Founder and CEO of Revenant Esports confirmed the development and said, “The Naruto franchise in India has a huge following and we intend to merge its universe with our esports organization for creating a collaborative universe between esports fans and the Naruto franchise. We will be releasing our exclusive merchandise in the peripheral range including our team jerseys and computer peripherals such as gaming mouse, pads, etc. This collaboration will help enhance the brand presence across multiple categories.”

Sujoy Roy Bardhan, Head of Marketing, OAP, Licensing and Merchandising at Sony YAY!, confirmed the development, stating, "Naruto's viewership itself is a fairly large viewership. It is the single largest title that is watched on television today with respect to anime. Other than that, of course, the franchise extends on to Naruto Shippuden, which is like a follow-up series of Naruto."

Currently dominating India’s esports ecosystem with competitive rosters in Valorant, BGMI, Brawl Stars, and Pokémon Unite, Revenant Esports aims to build a crossover universe between esports and anime fans.

Anime meets Esports: Revenant secures Naruto merchandising rights

In a significant setback to India’s Real Money Gaming (RMG) industry, the Madras High Court on Monday dismissed a series of writ petitions filed by top gaming operators, thereby upholding Tamil Nadu’s contentious online gaming regulations. The decision is expected to trigger a domino effect, as legal experts warn that other states may follow Tamil Nadu's lead, potentially fragmenting the regulatory landscape.

A bench of Justices S.M. Subramaniam and K. Rajasekar ruled in favour of the Tamil Nadu government, rejecting petitions filed by prominent gaming firms including Head Digital Works (parent company of A23), Games24x7, and Junglee Games. The companies had challenged the Tamil Nadu Online Gaming Authority (Real Money Games) Regulations, 2025, and key provisions of the Tamil Nadu Prohibition of Online Gambling and Regulation of Online Games Act, 2022.

The court observed that the State reserves its right to legislate matters related to Public health and more specifically the State Government’s competence to legislate on online real money games remain undeterred by virtue of Entry 6 (public health) and 26 (trade and commerce) in List II of the Seventh Schedule to the Constitution.

<a href="https://www.storyboard18.com/gaming-news/breaking-big-blow-to-rmg-industry-madras-hc-upholds-tamil-nadu-online-gaming-regulations-68495.htm">Read More: Breaking: Big blow to RMG industry, Madras HC upholds Tamil Nadu Online Gaming Regulations</a>

The judgement reads, “This Court is of the view that any online games or online entertainment is subject to regulation when it affects the public health of people at large. The focal test is that the ill-effects of such online activity must be directly linked to the public health and must result in serious social repercussions if left unregulated.” 

“Any such online entertainment/game/trade then shall be subjected to regulation. The State cannot remain a mute spectator when the population at large is exposed to serious physical, mental and financial risks due to a constant exposure to a specific online entertainment/games/trade. In circumstances where a total prohibition is not possible at least a minimum of regulation becomes a necessity."

Industry stakeholders have raised alarm over the far-reaching consequences. Vikram Lungi, a Professional Poker player and TN Lead, EPWA said, “This verdict directly impacts our ability to earn and compete. Real money gaming is not just a hobby for us it’s our livelihood. There are thousands of us whose careers depend on fair and open access.” 

Lungi further said, “We hope that there’s no domino effect where other states bring in similar restrictions without understanding the realities of professional gaming. What starts in Tamil Nadu could slowly cut off players across India from opportunities we’ve worked years to build.” 

<a href="https://www.storyboard18.com/gaming-news/state-has-no-jurisdiction-epwa-counters-gaming-regulation-in-madras-hc-61727.htm">Read More: 'State Has No Jurisdiction': EPWA counters Gaming Regulation in Madras HC</a>

Legal experts predict that the matter will reach the Supreme Court, where a final call on regulatory authority—central vs. state—could be made.

Jay Sayta, a technology and gaming lawyer, remarked, "This decision may set a precedent wherein other states may also try and impose similar restrictions and it may become impossible for RMG companies to comply with varying restrictions of different states. The matter is certain to be appealed in the Supreme Court, the apex court is ultimately likely to decide on the validity of such restrictions as also the long-pending issue of whether states or the central government have the power to regulate online real money games.”

Sayta said, “Ideally there should be unified regulations for online real money games at the central-level but the issue of legislative competence, i.e. whether states or central government can regulate the activity is still pending before the Supreme Court. Nevertheless, a collaborative approach of both centre and states is required to bring in model regulations for the industry.”

Asish Philip, Partner at Lakshmikumaran and Sridharan Attorneys, added, “The biggest hurdle to unified gaming framework is the lack of a binding central authority to ensure uniformity across state laws. While MeitY has proposed setting up of SROs, the actual implementation has not taken place. Further, the constitutional allocation of powers which allows states to prohibit games of chance and regulate games of skill has also promoted several states to introduce their own gaming legislations leading to a fragmented framework.”

The RMG companies specifically challenged the TNOGA (RMG) Regulations of 2025, particularly Regulations 4(iii) and 4(viii). The petitioners also sought clarity on other regulations, such as banning minors from playing, mandatory Know Your Customer (KYC) verification, monetary limits per player, and pop-up warnings about gaming addiction.
These restrictions include Aadhaar-based verification for real money games (RMG) and a mandatory ban on gameplay between 12 a.m. and 5 a.m.

<a href="https://www.storyboard18.com/gaming-news/exclusive-a-23-games-24x7-junglee-games-take-tamil-nadu-govt-to-court-57569.htm">Read More: EXCLUSIVE: A23, Games 24x7, Junglee Games take Tamil Nadu govt to court</a>

<a href="https://www.storyboard18.com/gaming-news/meity-to-madras-hc-mandatory-aadhaar-authentication-for-rmg-requires-parliamentary-legislation-67323.htm">Read More: MeitY to Madras HC: Mandatory Aadhaar authentication for RMG requires Parliamentary legislation</a>

<a href="https://www.storyboard18.com/gaming-news/breaking-madras-hc-refuses-interim-relief-to-rmg-companies-sets-final-hearing-for-march-27-59861.htm">Read More: Breaking: Madras HC refuses interim relief to RMG companies, sets final hearing for March 27</a>

Madras HC upholds Tamil Nadu Online Gaming Law, experts fear domino effect in other states

Search engines, particularly Google (with a >97% market share in India), remain a critical discovery channel for illegal gambling platforms. Despite clear jurisdictional bans and repeated government advisories, several concerning insights emerge.

The illegal gambling platforms are successfully indexed and ranked high in search results, aided by aggressive SEO tactics and weak enforcement by search engines. Since data on paid traffic is unavailable, the role of browsers in driving user access is likely underestimated in our analysis.

The findings of a report on curbing illegal online gambling in India authored by Samridh Shastry, Policy Analyst, CUTS International highlight a systemic failure by search engines—especially Google—to enforce advertising policies and remove or limit the visibility of known gambling-related domains, even after they are flagged by regulatory bodies such as the Ministry of Information and Broadcasting (MIB) and the Central Consumer Protection Authority (CCPA).

Jay Sayta, Technology & Gaming Lawyer, says, "It is not clear whether search engines like Google can be prevented from ranking websites as such ranking is done automatically through algorithms. Google and other intermediaries should of course, at the very least, ensure that they do not promote, advertise or support such illegal betting websites in any manner and promptly remove such content when pointed out by the authorities. The central government should also ensure that access to illegal betting websites and their surrogates are swiftly, promptly and periodically blocked in India so that the search ranking and indexing of such websites becomes redundant."

Adding to the concern, Roland Landers, CEO, All India Gaming Federation (AIGF), highlights the growing digital footprint of these illegal platforms.
"The persistent visibility and promotion of illegal offshore gambling platforms on major digital platforms is deeply concerning. Despite multiple advisories issued by the Government of India, these entities continue to advertise and operate with impunity, exposing Indian users to serious financial, legal, and cyber risks and have emerged as a significant national security concern. While the advisories have had a substantial impact in curbing such ads on TV, OTT platforms, and newspapers, digital advertising continues to grow, including endorsements by top celebrities."

Landers adds, "These offshore platforms not only violate Indian laws and evade taxes, but also operate without any accountability for user protection. Their unchecked presence undermines consumer safety and weakens the credibility of India’s regulatory efforts. What’s especially troubling is that while legitimate Indian companies are adhering to state and central regulations, these offshore operators continue to exploit gaps in enforcement and digital ad systems."

Direct vs. Browser Search Traffic

A comparison of Direct traffic vs. Browser Search traffic across platforms highlights two distinct patterns of user engagement: some operators rely more on direct visits (repeat users and brand-loyal traffic), while others depend on organic search (users finding them via search engines).

Platforms like Stake (75% direct), Parimatch (65% direct vs. 11% organic), 1xBet, Fairplay, and 4RaBet show strong brand recognition and retention – users intentionally return to these sites, making them harder to dislodge through simple regulatory actions such as delisting or domain blocks.

In contrast, platforms like 1win, Dafabet, Bet365, JeetWin, and Melbet rely more on organic search, highlighting how Google's ranking system continues to deliver new users to offshore gambling operators. Their discoverability could be significantly reduced if search engines took stronger steps to filter or demote such content. Some platforms maintain a balanced mix of both, indicating a blend of loyal returning users and a steady influx of new traffic via search—a potentially more resilient growth model (e.g., 10cric).

Referral Traffic – 810.434 Million Visits

Referral traffic stems from third-party websites (affiliates, links, traffic from direct media buying, or news coverage) directing users to illegal gambling platforms. These often take the form of listicle-style articles with clickbait headlines such as “Best Betting Sites in India”—designed to drive traffic and engagement.

For instance, a leading newspaper recently published a piece endorsing offshore and illegal gambling operators such as Parimatch, 22Bet, 1Win, Bilbet, and Betandyou embedding direct referral links that redirected readers to these platforms.

Another popular magazine provides a list of ‘leading crypto betting sites for 2025.’

The referral traffic share varies widely across these illegal gambling platforms, indicating different levels of reliance on affiliate networks and partner referrals.

A few operators depend heavily on referrals: 1xBet leads with more than 22% of its traffic coming via referrals, followed by Parimatch (approx. 17%) and 4RaBet (approx. 15%). These high percentages suggest extensive affiliate programs or partnerships funnelling users to their sites. Other platforms derive a small fraction of traffic from referrals—generally in the 2 to 7% range (for example, Bet365 approx. 2.5%, 10Cric approx. 2.3%, Dafabet approx. 2.0%).

Social Media – 177.61 Million Visits

Social platforms drive a substantial amount of traffic, although the actual volume could be significantly higher due to untracked in-app mobile redirection.

Key channels include:

YouTube: Through creator/influencer integrations, embedded links in video descriptions, and promotional livestreams.

Reddit: Subreddits sharing mirror sites, odds, and betting tips.

Instagram and Facebook: Via stories, influencers, posts, brand pages, and sports fan pages.

X (Twitter): Often used for targeted ads, affiliate links, or meme-based engagement.

WhatsApp Web: A channel for private sharing and distribution.

Notably, the dataset does not differentiate between paid and organic social traffic, meaning this number includes both sponsored content and user-generated sharing—a blend that complicates enforcement. Further, the social media channel reflects a mix of peer-driven discovery and algorithmic amplification, mirroring the same enforcement challenges seen in search engines.

The data reveals that Google, as the dominant search engine, plays an outsized role in sustaining the online visibility of illegal gambling operations in India. Its search algorithms continue to surface and boost offshore gambling content, despite multiple advisories from Indian authorities. Whether through inaction or oversight, Google’s position in this ecosystem is no longer neutral.

Read More:<a href="https://www.storyboard18.com/how-it-works/deception-by-design-how-illegal-gambling-evades-laws-through-surrogate-ads-68453.htm" rel="noopener" target="_blank">Deception by design: How illegal gambling evades laws through surrogate ads</a>

Google’s blind spot? How Search Engines help illegal Gambling thrive in India

A new front in the battle against illegal gambling in India is emerging not in betting apps but in your shopping cart.

During the ongoing Indian Premier League (IPL) season, quick commerce platform Zepto sparked controversy by displaying ads for Parimatch, an illegal gambling brand via an unsolicited schedule added to users’ carts. The kicker? The Parimatch-branded schedule was listed at Rs. 0, giving users no reason to remove it. As a result, the ad lingered for days, potentially getting delivered and turning the shopping cart into a persistent brand billboard for a banned betting platform. 

As Storyboard18 reported earlier, despite strict guidelines prohibiting the advertising of illegal gambling platforms, Zepto not only promoted Parimatch but also went as far as including flyers in customer orders, essentially delivering gambling ads straight to people’s homes.

Industry stakeholders are raising the alarm over these tactics. “It is deeply alarming to see quick commerce platforms, designed to enhance consumer convenience, being misused to promote illegal gambling operations through surrogate advertising,” said Roland Landers, CEO of the All India Gaming Federation (AIGF). “By enabling such surrogate promotions, these platforms not only contravene Indian laws but also put consumers, especially young users, at risk by exposing them to unregulated and harmful betting activities.”

He added that, “In the pursuit of profit, surrogate advertising channels are effectively legitimizing illegal gambling operators, misleading the public, and undoing years of regulatory progress. This form of digital door-to-door solicitation for unlawful betting is unacceptable and must be addressed urgently, as offshore gambling is rapidly becoming one of the most pressing national security threats facing India.”

According to Landers, the widespread use of surrogate advertising across quick commerce, influencer marketing, and sports sponsorships undermines the credibility of India’s regulated gaming ecosystem. It gives illegal operators an unfair advantage over compliant businesses and erodes consumer trust. “While existing advisories have addressed the issue, persistent violations highlight the urgent need for stricter enforcement and a cohesive national regulatory framework,” he said.

Illegal gambling operators are bypassing restrictions by launching spin-off entities that mimic the branding, logos, and names of known betting platforms. These entities pose as legitimate businesses—sports news portals, tech blogs, or fashion brands masking their true purpose: pushing illegal gambling.

A notable example is 1xBat, which introduced itself as a sports news and sportswear brand. Indian cricketer Shikhar Dhawan was announced as its brand ambassador, a move framed as legitimate. However, 1xBat is widely recognized as a surrogate for 1xBet, a banned gambling platform, with strikingly similar branding and naming conventions. The Ministry of Information and Broadcasting (MIB) acknowledged this link in its October 3, 2022 advisory, citing 1xBat as a clear case of surrogate promotion, as per a report on the policy blueprint for curbing illegal online gambling in India authored by Samridh Shastry, Policy Analyst, CUTS International.

This strategy extends far beyond individual influencers. Entities like Dafa News and Parimatch News, alleged surrogates for Dafabet and Parimatch respectively, have inked sponsorship deals with major sports leagues, such as the Pro Kabaddi League. These partnerships boost public legitimacy, offering illegal platforms a veneer of credibility and direct access to massive Indian audiences.

Another example is Batery Bet, which operates through a tech-themed surrogate site called ‘Batery AI’. The site poses as a gaming or innovation blog, reinforced by an active Instagram handle, @batery_ai, that posts engaging content and drives traffic. Search ‘Batery’ on Google, and you’ll find the illegal gambling site, the surrogate blog, and the Instagram page all appearing in top results.

The use of the “.ai” domain associated with innovation furthers the illusion of legitimacy, tricking both users and algorithms. These platforms are masterfully using SEO best practices and digital branding cues to embed themselves in the mainstream digital experience while evading detection.

The evidence is mounting: Illegal gambling outfits are manipulating the digital economy—sponsoring sports, hiring celebrities, exploiting top-level domains, and even hijacking e-commerce carts.

Regulators haven't remained silent. In March 2024, the Central Consumer Protection Authority (CCPA) issued a strict advisory under the Consumer Protection Act, 2019, reinforcing the prohibition of advertising or endorsing unlawful activities. Betting and gambling remain illegal in most parts of India under the Public Gambling Act, 1867, yet many offshore platforms continue to market their services—sometimes disguised as gaming.

If this trend goes unchecked, it could reshape online advertising norms and deepen regulatory blind spots.

Read More:<a href="https://www.storyboard18.com/gaming-news/quick-commerce-or-quick-cash-zeptos-promotion-of-illegal-betting-firm-parimatch-61067.htm" rel="noopener" target="_blank">Quick Commerce or Quick cash? Zepto’s promotion of illegal betting firm Parimatch</a>

Deception by design: How illegal gambling evades laws through surrogate ads

The Opinion Trading platforms SportsBaazi and Probo have officially shut operations in the state of Haryana. The move comes in the wake of the Haryana government’s introduction of the Prevention of Public Gambling Act, 2025—an aggressive new law that targets online gambling, sports betting, and match-fixing with stringent penalties.

Haryana isn’t alone in targeting these platforms. Earlier, the Chhattisgarh government invoked its own Gambling Prohibition Act, 2022, to ban opinion trading services.

SportsBaazi, known for offering sports-based prediction markets, quietly updated its website with a disclaimer listing Haryana among the states where services are now unavailable. The message joins a growing list of restricted regions including Assam, Sikkim, Andhra Pradesh, Telangana, Chhattisgarh, and Nagaland. SportsBaazi declined to comment on queries sent by Storyboard18. 

Probo, a prominent player in the opinion trading space, confirmed it had “temporarily suspended” operations in Haryana. "Owing to implementation issues regarding the Act, Probo has taken the decision to temporarily suspend operations in the state of Haryana. We continue to engage with the concerned regulatory authorities and are hopeful to resolve the issue shortly. We remain committed to serving our customers and will resume operations once the situation is clear." a company spokesperson told Storyboard18.

But the company isn't stopping there. Probo Media Technologies Private Limited has filed a writ petition in the Punjab & Haryana High Court challenging the constitutional validity of the new gambling law. It has also approached the Supreme Court, requesting the consolidation of similar Public Interest Litigations (PILs) from Gujarat and Chhattisgarh in the Bombay High Court—a move aimed at avoiding contradictory judicial rulings and saving time.

Platforms like MPL Opinio too have shut down operations in Haryana, while TradeX went a step further, ceasing all Real Money Gaming services nationwide.

The Haryana Prevention of Public Gambling Act, 2025—tabled during the recent state budget session by Chief Minister Nayab Singh Saini—carries serious consequences. The law mandates a minimum three-year prison term and a fine of at least ₹5 lakh for those caught in match-fixing or spot-fixing activities. Repeat offenders could face up to seven years behind bars.

<a href="https://www.storyboard18.com/gaming-news/digital-satta-haryanas-new-gambling-bill-casts-shadow-over-opinion-trading-platforms-63411.htm">Read More: Digital Satta: Haryana govt’s new Gambling Act casts shadow over Opinion Trading platforms</a>

Critically, the law also expands the definition of betting. A “bet” is now legally described as any agreement, oral or written, between two or more parties about an event with an unknown outcome, where the loser must pay or forfeit a predetermined consideration. This definition mirrors the operational model of many opinion trading platforms, which allow users to place stakes on future outcomes ranging from sports to elections.

<a href="https://www.storyboard18.com/gaming-news/mpl-shuts-operations-of-opinio-in-haryana-amid-legal-crackdown-on-opinion-trading-66420.htm">Read More: MPL shuts operations of 'Opinio' in Haryana amid legal crackdown on Opinion Trading</a>

The regulatory noose tightened further when the Securities and Exchange Board of India (SEBI) issued a public advisory cautioning investors against these platforms. SEBI warned that while these platforms use familiar trading jargon like “profits” and “stop loss,” they are not registered exchanges nor are they regulated under securities laws. Transactions on such platforms, therefore, offer no investor protection and could invite legal consequences.

As the debate over regulation continues, the Advertising Standards Council of India (ASCI) has published a whitepaper titled "Examining Opinion Trading in India." The report highlights the sector’s explosive growth—more than 50 million users and ₹50,000 crore in annual transactions—and calls for urgent regulatory clarity to protect consumers and ensure ethical advertising practices.

Globally, in countries like the United States, the United Kingdom, and Australia, opinion trading apps and websites are classified as wagering platforms and are regulated. However, India still lacks specific legislation to govern these activities.

<a href="https://www.storyboard18.com/advertising/asci-flags-risks-of-opinion-trading-warns-of-misleading-advertisements-66490.htm">Read More: ASCI flags risks of Opinion Trading, warns of misleading advertisements</a>

<a href="https://www.storyboard18.com/gaming-news/breaking-sebi-flags-illegal-opinion-trading-platforms-warns-public-to-stay-away-63788.htm">Read More: Breaking: SEBI flags 'illegal' opinion trading platforms, warns public to stay away</a>

Opinion Trading platforms SportsBaazi, Probo shut operations in Haryana amid legal heat

The Ministry of Electronics and Information Technology (MeitY) has informed the Madras High Court that mandatory Aadhaar authentication for Real Money Gaming (RMG) platforms can only be enforced through legislation passed by the Parliament of India.

The statement was made through an affidavit filed by Charu Singh Munda, a scientist at MeitY, in response to a legal challenge against specific provisions of the Tamil Nadu Online Gaming Authority’s (TNOGA) 2025 regulations. The TNOGA had previously mandated Aadhaar-based One Time Password (OTP) authentication for players accessing RMG platforms under its new gaming laws.

The contested provisions — Regulation 4(iii) and 4(viii) of the TNOGA (RMG) Regulations, 2025 — make Aadhaar verification compulsory for initial logins and prohibit gameplay between 12 a.m. and 5 a.m. Several gaming companies have opposed these measures, calling them unconstitutional and illegal.

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MeitY clarified that under the Aadhaar (Targeted Delivery of Financial and Other Subsidies, Benefits and Services) Act, 2016, Aadhaar-based authentication may only be made mandatory when authorized by a law passed by Parliament. Subsection 7 of Section 4 of the Act explicitly states that such authentication cannot be imposed without legislative backing.

The affidavit added that online gaming companies may seek voluntary Aadhaar authentication under the Aadhaar Authentication for Good Governance Rules, 2020 (amended in 2025), provided that the use case serves the public interest.

"The authentication of Aadhaar number holder can be made mandatory only under a law made by Parliament as provided under subsection 7 of section 4 of the Aadhaar Act, 2016 which states that – 4(7) Notwithstanding anything contained in the foregoing provisions, mandatory authentication of an Aadhaar number holder for the provision of any service shall take place of such authentication is required by a law made by Parliament."

"Further, it is submitted that the online Gaming service providers may seek permission for use of Aadhaar authentication, on voluntary basis, under the Aadhaar authentication of Good Governance (Social Welfare, Innovation, Knowledge) Rules 2020 (as amended in 2025) provided their use case is in the interest of the State." 

Meanwhile, the TNOGA continues its crackdown on non-compliant RMG platforms. Several operators have received legal notices for alleged violations of state gaming laws. According to a senior TNOGA official, “Sending notices to RMG companies is an ongoing process. We notice violations of regulations and we act accordingly.” The official added that many platforms are still ignoring Know Your Customer (KYC) norms.

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TNOGA Chairperson M D Nasimuddin confirmed that while some major companies have begun aligning with the new regulatory framework, others remain non-compliant. “A few of the top firms are complying with the rules now. Some are still not,” he stated. Nasimuddin added that the authority will formally request MeitY to block access to platforms operating in defiance of the state’s gaming laws.

The regulatory net appears to be widening, with some free-to-play games also receiving notices. However, legal experts suggest that such games may lie outside the scope of the current rules. Gowree Gokhale, an independent legal counsel, noted, "As per Regulation 2 of TNOGA Regulations, the said Regulations apply to online real money games. The definition of OEMG is provided in the Regulations which clearly indicates that the player needs to make deposit in cash or kind with expectation of earning winnings on the deposit. Thus, free to play games are outside the purview of the said Regulations."

As the tug-of-war between state-level regulation and central legislation unfolds, the online gaming industry in India remains in a state of legal uncertainty — caught between growing compliance demands and the limits of regulatory jurisdiction.

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MeitY to Madras HC: Mandatory Aadhaar authentication for RMG requires Parliamentary legislation

Nazara Technologies has witnessed a 251% rise in its advertisement and business promotions along with a significant surge in its profit in the fourth quarter of fiscal year 2025

According to an exchange filing, Nazara spent Rs 151 crore on ads and promotion in the March quarter in FY25 compared to Rs 43 crore in the corresponding quarter in FY24. 

The company's profit rose to Rs 4.07 crore versus Rs 18 lakh. The company attributed the growth to solid momentum in the core gaming portfolio, particularly Fusebox and Animal Jam, along with improved unit economics in Kiddopia. Fusebox revenue increased from Rs 61.8 crore in FY24 to Rs 161.7 crore in FY25--a 162% rise year-on-year (YoY). Whereas, Animal Jam reported a 10.8% increase in revenue to Rs 105 crore in fiscal year 2025 versus Rs 94.7 crore in FY24.

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"FY25 was a strong year for Animal Jam, with robust growth in in-app purchases (IAPs) driven by high player engagement with premium content such as Wishing Coins, Super Boxes, Fantasy Animals (Dragons, Griffins), T-Rex Eggs, Gummy Boxes, and seasonal events like Night of the Phantoms and Jamaalidays," according to the gaming firm.

In January this year, Nazara signed a deal with Slinky and is developing a casual mobile game inspired by nostalgic play.

The PokerBaazi game reported the highest-ever-revenue growth at Rs 180.5 crore in Q4FY25 while full fiscal 25 revenue surged to Rs 588.3 crore. 

Overall, Nazara Technologies' ad expense has increased by 112% on a year-on-year basis. The company has spent Rs 376.83 crore in ads and promotion in FY25 compared to Rs 177.52 crore in FY24.

The total profit in FY25 was reduced to Rs 55.86 crore versus Rs 77.36 crore in the previous fiscal year.

The company's Q4FY25 revenue has jumped by 95.4% to Rs 520 crore. The gaming segment accounted for Rs 156 crore of the revenue while eSports revenue stood at Rs 217 crore and Ad tech at Rs 148 crore in the March quarter in FY25.

Nazara Technologies claimed to have registered the highest-ever annual EBITDA of Rs 153.5 crore in FY25, with its core gaming business delivering a healthy 19.9% EBITDA margin and overall EBITDA margins of 9.4%.

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Nazara's Managing Director and CEO, Nitish Mittersain said, “FY25 has been a pivotal year in Nazara’s journey—marked by record profitability, deeper control across key businesses, and the successful execution of our Nazara 3.0 strategy".

The company received the NCLT nod to acquire sports entertainment startup Smaash to expand into offline gaming. It also acquired London-based video game publisher Curve Games, focused on PC and console platforms in fiscal 2025.

On the outlook of fiscal 2026, Mittersain said the company is poised for accelerated growth with increasing contributions from the core gaming portfolio. 

Nazara has expanded its presence in the US and Europe market in fiscal 2025. It also acquired a 48.42% stake in Paper Boat Apps (Kiddopia) for Rs 300 crore and increased its stake in Absolute Sports (Sportskeeda) to 100%.

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