Cracking the Code: How to Win in India’s iGaming Market and Launch an Ultra-Popular Product 

Why affiliates and operators are turning their attention to a fast-changing digital giant

The Indian iGaming market has long fascinated affiliates: it’s vast, energetic, and still evolving at a breathtaking pace. With more than 1.4 billion people and millions of new internet users coming online from Tier-3 every year, the potential is undeniable. Yet size alone does not guarantee success. Affiliates who enter without understanding cultural nuances, generational habits, or the right way to communicate often discover just how unforgiving the market can be.

“Indian players are curious, quick to try new formats, but they also expect brands to respect local culture,” explains Anastasia, Head of the India Department at Royal Partners. “This balance is what makes India so exciting right now — you can win big, but only if you play by the country’s own rules. When we launched our new PATANG project, our knowledge of the market helped us make it truly appealing to players”. 

Among the most effective channels are Meta’s platforms. Instagram counts over 414 million active users in India, representing more than half of the country’s online audience, while WhatsApp remains unmatched with more than 535 million monthly users. Local video apps such as Moj and Josh have filled the gap left by TikTok, giving affiliates fresh opportunities to test short-form campaigns.

Content, however, is where the real competition takes place. Stories of personal transformation — the classic “zero to hero” narrative — resonate deeply, while humor and collaborations between multiple creators generate stronger engagement than solo voices. Video is the undisputed king, particularly around major cultural moments such as Diwali, Holi, or high-profile cricket matches. Therefore, cricket is available in our new PATANG project, and there is a special bonus for sports there. Because we know that campaigns that lean into these touchpoints and speak the right cultural language not only attract, but also retain audiences.

Another area shaping the market is cryptocurrency. Just over a year ago, only a small minority of users showed interest in crypto casinos. Today, that number has climbed to nearly 20%, largely driven by younger players who are more comfortable experimenting with digital assets. Older audiences remain cautious, and regulatory uncertainty adds another layer of complexity. For affiliates, the message is clear: crypto is becoming a draw, but the approach has to be carefully managed.

At the same time, India’s digital culture is blending tradition with modern trends. Classical dance set to contemporary music, or traditional attire in playful short videos, are common on platforms like Instagram Reels — which, according to Meta/IPSOS, is now the preferred format for 92% of users. Campaigns that personalize content by language, region, and even festival calendar feel authentic and stand out in a crowded feed.

The timing to enter India could hardly be better. The infrastructure is ready: affordable mobile internet and widespread smartphone use have opened the doors for mass digital consumption. Competition, meanwhile, is present but not yet overwhelming, leaving space for strategies that rely on localization rather than global templates.

For affiliates eyeing India as their next GEO, Royal Partners is worth watching — the program consistently delivers profitable offers and timely solutions. Just recently the company has announced the rollout of PATANG, a project built specifically for the Indian market. The platform emphasizes speed and accessibility, maintaining load times below 2.5 seconds even on low-bandwidth connections. It features four distinct welcome offers, allowing players to choose their preferred experience—sports, slots, crash games, or live casino.

PATANG’s engagement framework includes a range of retention tools such as rakeback, dual Wheels of Fortune, and in-game mini-features. The platform operates with round-the-clock support in Hindi and English.