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PIN-UP Partners unlocks iGaming success in India
India has always been one of the most promising and profitable GEOs in the gambling and betting verticals. It’s a vast country with one of the fastest-growing economies in the world. Over the past five years, India has transformed significantly and so have the ways affiliates approach this market.
In terms of content consumption, the country has made a strong shift towards Western trends. From online casinos to global streaming platforms, Indian audiences are now more open than ever. This change brings new opportunities for those who know how to adapt their strategies to suit local preferences and cultural nuances.
That said, India still stands out as a unique and diverse GEO — and today, PIN-UP Partners is here to share how to work with it effectively.
Stereotypes, stereotypes everywhere!
Few countries are burdened with as many stereotypes as India. Crowded trains, cows in the streets, extreme poverty, spicy food — the list is endless. But if you look at India in 2025, you’ll find a completely different picture: a high-tech, fast-developing country with global ambitions and an economy that’s steadily rising in the world rankings.
The numbers speak for themselves: India ranks 6th globally by nominal GDP, just behind the U.S., China, Japan, and Germany. Analysts predict that by 2030, India could be close to entering the top three. That alone makes it one of the most attractive GEOs in iGaming right now.
What does this mean for affiliates? Simple: a growing economy means rising incomes — which translates into more potential revenue for you. Indian players have a high LTV, often remaining loyal to platforms for years. As their incomes rise, so does your profit.
What is India really like?
India is a country of contrasts. To understand it properly, you need to look at the full picture. These are the key aspects to keep in mind when working with iGaming traffic in India:
Massive user base
India is the most populous country in the world, with more than 1.4 billion people. The average age is just 28 — meaning a young, digitally engaged audience that’s active online. Modern Indian users are curious, open to global trends, and increasingly interested in online gambling.
Digitally-driven
More than half of India’s population is online, and that number continues to grow, especially in rural areas. Many users are just beginning to explore online casinos and betting platforms. That’s why easy registration, local-language content, and user-friendly interfaces are essential — all of which PIN-UP delivers.
Wealth gaps you can navigate
On the surface, India may not seem like the most lucrative market, with an average monthly income of ₹21,000 (~$255). But this is just an average. In cities like Mumbai — the country’s financial capital — finance professionals earn around $1300/month. In Delhi, salaries often range between $1000 and $1200, depending on the industry.
Diverse and complex
Every affiliate has their own approach, but one thing is clear: India is not a single, homogenous market. It’s a mix of regions, each with its own languages, customs, and religions — all of which influence user behavior and conversion rates.
For example, India has about 202 million Muslims — roughly 14.4% of the population. If you’re planning campaigns during Ramadan, avoid targeting states with large Muslim populations like Uttar Pradesh or West Bengal, as engagement typically dips.
However, once Ramadan ends, activity and conversions rise sharply. Affiliates who prepare in advance can take advantage of this increase in demand.
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The language factor
Most affiliates tend to rely on Hindi or English for their content. While both are official languages in India, sticking to these alone isn’t always the best approach. Less than half of the Indian population speaks Hindi as their first language, and in some states, it’s hardly spoken at all.
In contrast, targeting regions like West Bengal with Bengali-language creatives can make a huge difference. The people here take great pride in their local identity, and using their language can build trust and resonate deeply.
While English remains an important tool, it’s mostly effective for the middle and upper classes, especially in big cities. For broader audiences, localizing your content is crucial.
What about iGaming verticals?
Both online casinos and sports betting are hugely popular in India. Cricket, of course, reigns supreme, but the market is evolving. By 2025, it’s no longer uncommon for users to opt for a few rounds in Crazy Time instead of watching a live match. While still relatively rare, it’s a clear sign that iGaming is gaining traction among Indian players.
Betting in India
Let’s clarify one thing — cricket in India isn’t just a sport; it’s a religion. Just like Brazilians live and breathe football, Indians live for cricket. The Indian Premier League (IPL) is the crown jewel of club cricket, and the numbers speak for themselves. The 2024 season drew over 505 million viewers, with a record 64.1 million watching the final live simultaneously (excluding the global diaspora).
And when India’s national team faces off against Pakistan in the Cricket World Cup, excitement goes through the roof. This isn’t just about the match — it’s a national event, with unmatched viewership and engagement. Pin-UP Partners has compiled everything you need to know to run high-converting IPL campaigns in our detailed guide.
Football comes in second in terms of popularity. Thanks to the Indian Super League (ISL) launched in the mid-2010s, football is rising fast. Clubs brought in international stars like Alessandro Del Piero, Robert Pirès, and Diego Forlán. While the hype around ISL has cooled off, the fan base continues to grow. As of 2024, India’s football audience has reached 300 million people.
Kabaddi, an ancient sport blending tag and wrestling, holds a unique place in Indian sports culture. The Pro Kabaddi League (PKL) has been a massive success since 2014, attracting 435 million viewers in its first season and surpassing 500 million by 2025. International tournaments like the Kabaddi World Cup also draw significant interest.
Though not as mainstream, Field Hockey is still integral to Indian sports culture, with India hosting the 2018 Hockey World Cup and consistently winning international medals. The sport has around 15 to 30 million fans.
Esports, particularly among younger audiences, is seeing explosive growth. Indian male players under 25 are highly active in betting on tournaments for games like Dota 2, Counter-Strike, and Valorant. With proper targeting, this segment can provide a strong ROI, especially during major global events.
In 2024, there were approximately 140 million active sports bettors in India. During major events like the IPL or Cricket World Cup, this number can easily exceed 300 million — and that’s excluding users on international platforms. So, the real number of active bettors is likely even higher.
Gambling in India
One trend that was noticed on the PIN-UP platform is that players who start with sports betting tend to explore other gambling options. This is a common pattern, with most players eventually branching out to other games.
By 2025, India’s gambling habits have been evolving quickly. While cricket remains the dominant sport, Indian players are increasingly leaning into more Westernized gambling experiences. For example, the rise of online casino streamers has already taken over Western markets, and this trend is beginning to take hold in India as well. This shift is contributing to steady growth in the country’s gambling audience.
The most popular games on the PIN-UP platform right now are:
Casino: Aviator, Balloon, Leprechaun Riches — crash games are especially popular. These fast-paced games with instant wins align perfectly with the mindset of Indian players.
Live Casino: Crazy Time, Stock Market, XXXtreme Lightning Roulette — these games appeal to players who enjoy big multipliers and excitement.
More traditional games like blackjack — where bankrolls grow gradually — are less favored. What works best are quick-format games with high-multiplier potential.
What about traffic?
Approaches and sources
Influencer marketing delivers the best results in this GEO. YouTube and Twitch streams perform exceptionally well in India, allowing creators to showcase products in action, guide new players through the mechanics, and build excitement in real-time.
Engagement on these platforms is off the charts. Viewers follow the streamer’s emotions, sharing in their wins and losses. This level of connection and trust simply can’t be matched by traditional ad formats.
But it’s not just streams that work. Instagram traffic, particularly from Stories, also yields high conversion rates. Indian users love consuming short-form content and tend to trust the opinions of influencers.
Aviator is one of the most recognizable products in this GEO. A dynamic landing page featuring a playable Aviator demo delivers excellent conversion rates for both registrations and FTDs.
Classic sources like Facebook, Google, PPC, UAC, ASO, and SEO still perform reliably. They provide a solid foundation for user acquisition, especially when paired with smart targeting and solid localization.
As mentioned earlier, India’s linguistic diversity plays a major role. In 2024, Google launched initiatives to support regional languages, and this trend is expected to grow. More Indian users will begin searching in native languages, giving websites in regional languages an edge in search results.
Creatives
There’s a common myth that creatives for India must always be flashy or expensive. But in reality, emotional connections are what matter most. Familiar faces, cultural references, and local elements resonate much better than fancy visuals. Translating your copy into local languages builds real trust, especially in areas where Hindi isn’t the primary language.
If we were to adapt the “Write it — shorten it” rule for this market, it would be: “Localize it — simplify it.” Keep your messaging clear and straightforward. Since most Indian users access content via budget smartphones, make sure your landing pages are mobile-optimized and load quickly.
What else works well in creatives?
• Clear, simple CTAs with easy-to-understand bonuses — avoid complicated terms or hidden conditions. The simpler the offer, the better the conversion.
• Content-native integration with influencers. This trend consistently delivers strong results for our product. Make sure the creative feels natural and genuine — more like a personal recommendation than an advertisement. Indian users are highly sensitive to authenticity, and that’s key to driving high conversions.
How to avoid wasting your budget when driving traffic to India
If you’re new to the Indian market and testing it out, here are the key mistakes to avoid:
1. Don’t copy-paste strategies from other GEOs
What works in LatAm or Europe might not perform well in India. Campaigns that succeed in other regions may require serious adjustments here.
2. Work with local influencers and communities
Local creators understand their audience better than anyone else. In a country with such a complex social and cultural landscape, it’s vital to partner with those who know their followers’ mindset.
3. Don’t overuse the same influencers
Indian audiences can get fatigued quickly. Overusing the same influencer will make their followers tune out, and conversions will dip. Rotate your influencers regularly and test fresh faces.
4. Avoid “overloaded” influencers
If an influencer is promoting too many competing products, their followers will start ignoring sponsored content. If you see someone pushing ads for your direct competitors, it’s best to steer clear.
5. Localize your content
India is not a “one-language” country. Translating ads and landing pages into regional languages builds trust and significantly boosts conversions. English or Hindi alone won’t suffice in many regions. Your ROI will depend on how well your content speaks to the local audience.
6. Optimize everything for mobile
The majority of Indian users access the internet via smartphones, not desktops. Make sure your websites and landing pages are optimized for mobile devices and load fast, even on slower connections.
7. Explore local platforms
YouTube and Facebook are effective, but have you considered platforms like Moj, Josh, ShareChat, or TakaTak? These local networks can deliver strong results, provided you understand how they operate.
8. Don’t overlook seasonality
The IPL season, which started on March 22, 2025, is the best time to launch campaigns in India. Seasonality is always important in betting, but in India, it’s crucial. The IPL only lasts for about two months, so make sure your campaigns are live during this period.
High conversions ahead
While India may seem complex at first, many affiliates have succeeded in this GEO. With the right approach, it’s a land of great opportunity for scaling your traffic and growing your results.
The PIN-UP Partners affiliate program is fully equipped to help you enter the market smoothly: landing pages, creatives, funnels, and products all localized for the region.
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