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The surge in popularity of video games in India can no longer be considered just a youth pastime—today it is an integral part of most adults’ lives. According to recent data, seven out of ten Indians play video games at least once a week, and half play daily. How is this large-scale trend changing approaches to brand promotion, and what new opportunities are opening up for advertisers? A study by The Trade Desk in collaboration with PA Consulting reveals the details of this phenomenon and offers a new perspective on the future of digital advertising.
The Indian gaming audience
India’s digital audience is impressive in its scale: according to industry estimates, by the end of 2025 the number of gamers will exceed 517 million people. Such scale is explained not only by the country’s large population, but also by lifestyle features: people here spend a significant part of their free time in virtual worlds.
The mobile gaming segment is growing at the fastest pace. And this concerns not only titles with long-standing popularity, but also arcades like Plinko that have become popular in recent years. Various Plinko apps for Android are being downloaded more and more often. This is confirmed by current industry statistics we have found. And this gives advertisers access to a multi-million target audience.
Gaming platforms have become a universal space for communication, leisure, and emotional experiences, bringing together representatives of different generations. Young people, especially Generation Z and millennials, most often choose mobile phones and gaming consoles for entertainment, while adults are increasingly getting involved in this process.
However, it is important to remember that the country’s digital landscape remains fragmented. Users are scattered across hundreds of gaming and social apps, which complicates the task for advertisers in finding effective communication channels.
Why in-game advertising is becoming a key trend
Unlike traditional media, game streaming services, or social networks, it is gaming that provides a level of engagement comparable to full immersion. In such conditions, the user is maximally focused, and attention is not distracted by external stimuli.
Advertising messages embedded in the gameplay are perceived more positively and are remembered better than familiar banners or videos in the news feed. Reward-based formats play a special role—for example, offering an in-game bonus, additional content, or virtual items in exchange for watching an ad.
This approach is called immersive: the user does not just see the ad but becomes part of it, which forms a personal attitude toward the brand.
Research results: data, trends, perception
The Trade Desk conducted a study together with PA Consulting, surveying 2,000 Indians over the age of 18 from January to March 2025. Analysts focused on the habits, preferences, and attitudes toward advertising among gamers of different ages.
The key figures and trends are as follows:
- 81% of millennials and Generation Z play at least once a week on a smartphone or console
- 76% of millennials are willing to watch ads for in-game rewards
- 70% of all players stated that they have a positive attitude toward this type of interaction
- According to expert estimates, the Indian gamer audience will reach 517 million people by the end of 2025
The study also confirms: brand interaction with the audience through different digital channels enhances the memorability of advertising messages. Seven out of ten respondents note that they remember brands better when they see their ads in several environments, including games. Almost two-thirds of those surveyed admit that consistent and recognizable advertising messaging creates a warmer attitude toward the brand.
Opportunities for advertisers in the new environment
For modern brands, integrating advertising into gaming platforms is becoming an important tool for expanding reach and maintaining contact with the audience without the risk of annoying them. This approach helps not only to increase the number of touchpoints but also to build a stronger emotional connection with the consumer.
An omnichannel strategy—working with users through several media at once, including video games—allows brands to maintain a balance between the number of advertising contacts and the quality of message perception.
Among the popular formats, the following can be highlighted:
- In-game banners seamlessly integrated into the virtual environment
- Native video clips before the start of gaming sessions
- Sponsored tasks or missions, the completion of which is related to the brand
- Exclusive items and bonuses for watching ads
Global and Indian experience confirms: reward-based advertising campaigns demonstrate high engagement rates and increased brand loyalty. According to experts from The Trade Desk, such formats allow brands not only to attract new customers but also to make them feel cared for by the company.
Prospects for the development of the regional advertising market
With the growth in the number of gamers and changes in media consumption, the advertising market faces new challenges and opportunities. Will brands be able to adapt to the characteristics of the gaming audience and establish a dialogue with users on par with competitors?
In the coming years, leading market players will seek unconventional approaches and experiment with formats to stand out in a highly competitive environment. The market requires creativity, deep personalization, and ethical work with audience attention.
The question of who will be the first to take advantage of the potential of gaming platforms remains open. However, one thing is clear: gaming is becoming a platform where not only player rankings are formed, but also new standards for brand promotion.
