Game Over for Rs 10k Cr AdEx? Testing RSS
The ban on real-money gaming knocks Rs 10,000 cr AdEx off the board. What’s the next play for brands and advertisers?
From IPL team jerseys to prime-time ad slots, real-money gaming brands have become impossible to miss in India’s marketing landscape. But with the President giving assent to the Promotion and Regulation of Online Gaming Bill, the game has changed overnight. While the move addresses concerns of addiction and fraud, it also leaves media agencies and advertisers recalibrating strategies in an industry that had turned gaming into one of their biggest clients.
The Law casts a wide net. Any online game that requires players to pay to participate in hopes of winning cash prizes is deemed illegal, whether it’s a ‘skill’ contest such as fantasy cricket or a chance-driven game like poker and rummy. On top of this, it prohibits advertising and financial transactions tied to these platforms, signalling a sweeping regulatory crackdown.
