India's Gaming Revolution: A ₹33,243 crore creative goldmine for advertisers
Dentsu x IWMBuzz report reveals shift toward skill-based gaming as RMG regulations reshape the landscape
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Published: Oct 16, 2025 6:57 PM | 5 min read
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The India Gaming Report 2025, published by Dentsu and IWMBuzz, has landed at a pivotal moment for the advertising and creative industry that demands a complete rethinking of how brands and agencies approach the gaming ecosystem. With India's gaming industry projected to reach ₹33,243 crores by 2029, growing at a robust 23% CAGR, the sector is no longer just about gaming, but about a fundamental shift in where and how brands can connect with India's 590 million gamers.
“Gaming in India is alive, loud, and unstoppable,” declares Harsha Razdan, CEO, South Asia, Dentsu. “Creators are building worlds, testing limits, and turning passion into careers. At Dentsu India, we don't just watch this ecosystem grow. We shape it, map its potential, and guide the market toward the opportunities of today and the promise of tomorrow.”
The RMG reset reveals new creative territories
The elephant in the room is impossible to ignore: the Real Money Gaming platform bans have fundamentally altered the playing field. What could have been a crisis has instead become a catalyst for creative reinvention.
The report reveals that while RMG faced regulatory headwinds, e-sports and skill-based gaming surged ahead. E-sports revenues alone are expected to grow at a 33% CAGR, reaching ₹2,799 crores by 2029. For creative directors and brand strategists, this represents virgin territory: audiences who are engaged, passionate, and hungry for authentic brand experiences.
Narayan Devanathan, President & Chief Strategy Officer, South Asia, Dentsu, frames the significance clearly, that “This report is more than data. It is a blueprint for creators, studios, and brands. Gaming today is India's fastest-growing creative frontier, and we are leading the conversation with authority, insight, and vision.”
The RMG bans have actually clarified the landscape for brands. They no longer need to navigate grey areas. The focus is now squarely on skill-based gaming, e-sports, and casual gaming, the platforms where creative storytelling and brand building matter more than ever now.
Follow the creators
Perhaps the most significant insight for the creative sector is the rise of gaming creators as media powerhouses. With 79% of gamers following gaming influencers and 70% making purchase decisions based on creator recommendations, the creator economy has become the gateway to gaming audiences.
“Gaming is no longer niche. It is mainstream, inclusive, and dynamic,” observes Siddhartha Laik, Founder & Editor-in-Chief, IWMBuzz Media. “Partnering with dentsu allows us to celebrate the talent, innovation, and ambition powering this sector, and to tell India's gaming story boldly, accurately, and on the world stage.”
Agencies need to think beyond traditional pre-roll ads and consider how brands can become part of the gaming narrative through creator partnerships, in-game integrations, and community-building initiatives. The report indicates that mobile gaming continues to dominate, with 97% of gamers playing on smartphones. This mobile-first reality means creative executions must be designed for small screens, quick engagement windows, and social sharing.
Technology and innovation at the core
The role of technology partners in this evolution cannot be understated. As gaming experiences become more sophisticated, the infrastructure supporting them becomes a key differentiator. "It is exciting to see gamers in India spark the energy that powers the industry forward," says Apurva Jani, Marketing Director, Sales, Marketing & Communications Group, Intel India. "Every session, every challenge, every victory fuels innovation and imagination."
This technology-creativity nexus is where the next generation of gaming advertising will be born: experiences that are as technically impressive as they are creatively compelling.
The tier 2+ opportunity
Another critical finding: 58% of gaming engagement now comes from Tier 2+ cities. This geographic democratization means creative campaigns can no longer rely on metro-centric insights. Regional language content, local cultural references, and authentic representation of diverse India will be crucial for brands looking to capture this expanding audience.
The empowerment of e-sports and skill-based gaming creates three immediate opportunities for agencies:
“Gaming in India is alive, loud, and unstoppable,” declares Harsha Razdan, CEO, South Asia, Dentsu. “Creators are building worlds, testing limits, and turning passion into careers. At Dentsu India, we don't just watch this ecosystem grow. We shape it, map its potential, and guide the market toward the opportunities of today and the promise of tomorrow.”
The RMG reset reveals new creative territories
The elephant in the room is impossible to ignore: the Real Money Gaming platform bans have fundamentally altered the playing field. What could have been a crisis has instead become a catalyst for creative reinvention.
The report reveals that while RMG faced regulatory headwinds, e-sports and skill-based gaming surged ahead. E-sports revenues alone are expected to grow at a 33% CAGR, reaching ₹2,799 crores by 2029. For creative directors and brand strategists, this represents virgin territory: audiences who are engaged, passionate, and hungry for authentic brand experiences.
Narayan Devanathan, President & Chief Strategy Officer, South Asia, Dentsu, frames the significance clearly, that “This report is more than data. It is a blueprint for creators, studios, and brands. Gaming today is India's fastest-growing creative frontier, and we are leading the conversation with authority, insight, and vision.”
The RMG bans have actually clarified the landscape for brands. They no longer need to navigate grey areas. The focus is now squarely on skill-based gaming, e-sports, and casual gaming, the platforms where creative storytelling and brand building matter more than ever now.
Follow the creators
Perhaps the most significant insight for the creative sector is the rise of gaming creators as media powerhouses. With 79% of gamers following gaming influencers and 70% making purchase decisions based on creator recommendations, the creator economy has become the gateway to gaming audiences.
“Gaming is no longer niche. It is mainstream, inclusive, and dynamic,” observes Siddhartha Laik, Founder & Editor-in-Chief, IWMBuzz Media. “Partnering with dentsu allows us to celebrate the talent, innovation, and ambition powering this sector, and to tell India's gaming story boldly, accurately, and on the world stage.”
Agencies need to think beyond traditional pre-roll ads and consider how brands can become part of the gaming narrative through creator partnerships, in-game integrations, and community-building initiatives. The report indicates that mobile gaming continues to dominate, with 97% of gamers playing on smartphones. This mobile-first reality means creative executions must be designed for small screens, quick engagement windows, and social sharing.
Technology and innovation at the core
The role of technology partners in this evolution cannot be understated. As gaming experiences become more sophisticated, the infrastructure supporting them becomes a key differentiator. "It is exciting to see gamers in India spark the energy that powers the industry forward," says Apurva Jani, Marketing Director, Sales, Marketing & Communications Group, Intel India. "Every session, every challenge, every victory fuels innovation and imagination."
This technology-creativity nexus is where the next generation of gaming advertising will be born: experiences that are as technically impressive as they are creatively compelling.
The tier 2+ opportunity
Another critical finding: 58% of gaming engagement now comes from Tier 2+ cities. This geographic democratization means creative campaigns can no longer rely on metro-centric insights. Regional language content, local cultural references, and authentic representation of diverse India will be crucial for brands looking to capture this expanding audience.
The empowerment of e-sports and skill-based gaming creates three immediate opportunities for agencies:
1. Tournament Marketing: With 60% of Indian gamers having watched or participated in e-sports tournaments, brands can build entire campaigns around competitive gaming events.
2. Skill-Development Narratives: Unlike RMG's luck-based positioning, skill-based gaming aligns with aspirational narratives around improvement, mastery, and achievement.
2. Skill-Development Narratives: Unlike RMG's luck-based positioning, skill-based gaming aligns with aspirational narratives around improvement, mastery, and achievement.
3. Cross-Platform Storytelling: The report shows gamers consume content across multiple platforms. Creative campaigns can leverage this by building trans-media experiences that span gaming apps, creator content, social media, and traditional advertising.
The bottom line for brands
At 590 million strong and growing, India's gaming audience is now too large to ignore and too sophisticated to approach with generic strategies. The regulatory clarity around RMG (while challenging for some players) has actually created a more stable, predictable environment for long-term brand building.
For creative directors and CCOs, the question is no longer whether to enter gaming, but how to do it authentically. The brands that will win are those that understand gaming culture, respect the community, and create value beyond mere visibility.
As the India Gaming Report 2025 makes clear, this is a mainstream medium that's rewriting the rules of engagement for India's digital-first generation. With industry leaders committed to shaping its evolution, the timing has never been better for creative professionals to stake their claim in India's fastest-growing creative frontier.
The bottom line for brands
At 590 million strong and growing, India's gaming audience is now too large to ignore and too sophisticated to approach with generic strategies. The regulatory clarity around RMG (while challenging for some players) has actually created a more stable, predictable environment for long-term brand building.
For creative directors and CCOs, the question is no longer whether to enter gaming, but how to do it authentically. The brands that will win are those that understand gaming culture, respect the community, and create value beyond mere visibility.
As the India Gaming Report 2025 makes clear, this is a mainstream medium that's rewriting the rules of engagement for India's digital-first generation. With industry leaders committed to shaping its evolution, the timing has never been better for creative professionals to stake their claim in India's fastest-growing creative frontier.
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