Creating culturally relevant content will propel online gaming to newer heights: Experts

Online gaming industry in India is on a steep growth curve currently despite some regulatory issues and a 28% GST. At a CAGR of 20%, industry reports suggest that this market is likely to be worth over $7.5 billion by FY2028. Mordor Intelligence pegs the gaming industry’s growth rate at 15.68% CAGR – growing from a market size of $3.49 billion in 2024 to reach an estimated $7.24 billion in 2029. On the other hand, a report by Grant Thornton Bharat and the E-Gaming Federation (EGF) expects the gaming industry in India to grow to $8.92 billion in the next five years.

This surge is being driven primarily by enhanced internet accessibility, widespread adoption of smartphones, and shifting entertainment preferences. The proliferation of affordable smartphones and increased internet accessibility has profoundly transformed the Indian mobile industry. With more users gaining access to budget-friendly devices and cost-effective data plans, the landscape of mobile gaming and digital engagement has shifted dramatically.

This democratization of technology has opened up new opportunities for both consumers and businesses, enabling a broader segment of the population to participate in mobile-centric activities. The ripple effects of these advancements have been felt across various sectors, highlighting the pivotal role that affordable technology plays in shaping the future of the Indian digital economy.

In this article, Adgully delves into the significant impact of affordable smartphones and widespread internet access on the Indian gaming industry, exploring how these factors have catalyzed growth and innovation. By examining the current trends and future implications, we aim to provide a comprehensive overview of how these technological developments are reshaping the mobile landscape in India. We will also discuss the broader implications for businesses and consumers, offering insights into what this means for the industry’s trajectory and the opportunities it presents.

Decoding the growth story so far

Akshat Rathee, Co-founder and MD, NODWIN Gaming, points out affordable smartphones and low-cost internet with widespread data penetration have democratized gaming in India. Now, millions of people from all walks of life are engaging in mobile gaming, making our country one of the fastest-growing markets in the world.

He notes, “As demand for gaming has surged, mobile manufacturers have responded by focusing on gaming-friendly features beyond just camera quality. Enhanced processors, superior graphics, and longer battery life have all enabled a better gaming experience for users, allowing them to enjoy more immersive and complex games seamlessly on their mobile devices. With the rollout of 5G, we are seeing even smoother gameplay and better engagement. The improved internet infrastructure has been a key factor that has made it possible for us to host our large-format IPs like the Android BGMS Season 3 and even the grassroots tournaments without a hitch.”

He further adds, “Beyond playing games, there has also been a huge spike in the consumption of gaming content. People are tuning in to live streams, tutorials, and esports events like never before. All these factors combined have not only accelerated the growth of mobile gaming in India but also established video gaming as a key pillar of youth entertainment in the country.”

Srinjoy Das, Associate Director and Lead - Marketing, KRAFTON India, too, believes that affordable smartphones and better internet access have transformed mobile gaming into a mainstream entertainment choice. With the rise of gaming phones equipped with advanced processors and high-refresh-rate displays, the gaming experience has become more immersive and seamless. “Improved data plans and network coverage have enabled millions to engage in mobile gaming, while innovations in mobile graphics and performance have elevated gameplay and real-time multiplayer interactions. This has turned gaming into a popular social pastime,” he adds.

“The proliferation of budget smartphones, often priced within reach of the average consumer, coupled with economical data plans offered by telecom giants, has opened the doors to mobile gaming for millions, transforming it from a niche hobby into a mainstream form of entertainment,” says Roby John, Co-founder and CEO, SuperGaming, adding, “The surge in internet accessibility and widespread smartphone adoption has been nothing short of transformative for the mobile gaming landscape in India. In a country that now boasts over 700 million internet users, affordability and accessibility have played pivotal roles in democratizing gaming. As smartphones become more powerful, with enhanced processing capabilities, better graphics, and larger storage capacities, mobile gaming is no longer limited to simplistic, casual games.”

He further says, “Today, high-end games that offer immersive experiences and complex gameplay can be enjoyed on devices that cost a fraction of what a gaming console or high-end PC would. This leap in mobile technology has widened the audience for gaming, allowing players across different socio-economic backgrounds to engage in experiences once reserved for a select few.”

Advancements in internet infrastructure, particularly the rollout of 4G networks across urban and rural India, have significantly enhanced the gaming experience. Where gamers once struggled with latency issues and unreliable connectivity, they now enjoy smoother gameplay, quicker downloads, and seamless multiplayer interactions, even in smaller towns and villages. The adoption of 5G in the near future promises to take this experience even further, with near-instantaneous connectivity, augmented and virtual reality integrations, and more complex gaming ecosystems.

Animesh Agarwal, aka 8Bit Thug, Co-Founder of S8UL and 8Bit Creatives, notes that gaming culture has been present in the country for a while, but in recent years, its rapid expansion across the nation has been remarkable, making it a true phenomenon. He says, “The intersection of affordable internet and smartphones proved to be an inflection point for the gaming industry to find its anchor in the country. No longer limited to devices like PC or consoles, mobiles allowed enthusiasts to try their hands on a new mode of interactive entertainment. Especially more so, since they did not have to purchase an additional device just to play games on.Internet availability with flexible data plans catalyzed this growth further. Not only people started playing games, but now empowered by additional affordable data, they started consuming gaming content on streaming platforms as well.”

Anurag Choudhary, Founder & CEO, Felicity Games, too, says, “The widespread availability of affordable smartphones and low-cost data plans has made mobile gaming accessible to millions across India. The number of mobile gamers in India has grown significantly, thanks to these factors, with rural areas also seeing rapid adoption. Improvements in mobile technology, like better processors and graphics, have made high-quality gaming possible on smartphones. Enhanced internet infrastructure, particularly the rollout of 4G and upcoming 5G networks, has reduced latency and improved the online multiplayer experience, making mobile gaming smoother and more enjoyable.”

Joydeep Mukherjee, Chief Marketing Officer, Deltatech Gaming, points out, “India’s journey to becoming an online gaming giant can be traced back to the widespread availability of high-speed internet and the ubiquity of smartphones. These technological catalysts have democratized access to online platforms, making immersive gaming experiences available to millions. As disposable incomes rise, consumers are increasingly seeking rewarding avenues for their leisure activities, with real money games like poker emerging as prime choices.”

Capitalising on growth

Speaking on how domestic gaming companies are adapting their strategies to match the expanding Indian mobile gaming market, Akshat Rathee observes, “Indian gaming companies are focusing on creating games that tap into our country’s rich cultural diversity. There is also a growing focus on new methods to monetize games and create a sustainable ecosystem. Looking ahead, advancements in artificial intelligence (AI) will bring exciting new elements to the gaming experience. The expansion of 5G is already enhancing gameplay with smoother performance and reduced latency, and with 6G technology on the horizon, we are eager to see how it will further revolutionize the gaming industry.”

Citing a report, he adds, “India is rapidly emerging as the fastest-growing mobile gaming market in the world, with the overall revenue expected to surpass $1 billion and the number of gamers projected to exceed 700 million by 2028. Hence, mobile gaming or video gaming in general has evolved into a legitimate career path for many. Players, content creators, casters, analysts, team managers, coaches, and game developers are all building successful careers and earning substantial incomes through mobile gaming. This is one trend that is expected to continue growing.”

Srinjoy Das notes, “Gaming companies are localizing content to cater to India’s diverse cultural and linguistic landscape, creating games that resonate with regional players. Many companies are also focusing on building mobile-first experiences, optimizing gameplay for lower-end devices, and leveraging in-app purchases and freemium models to drive monetization. Collaborations with celebrities, sports figures, and influencers have also become key in attracting new players and enhancing game visibility.”

“As Esports continues to gain traction the ecosystem is also investing in tournaments and competitive platforms to further engage the growing mobile gaming community. The future of mobile gaming in India promises substantial growth, fueled by the increasing adoption of 5G, augmented reality (AR), and cloud gaming. The market is predicted to expand rapidly, with Indian gaming companies playing a pivotal role in creating globally relevant, innovative content,” he adds.

Recognizing the vast and diverse audience that mobile gaming attracts, many Indian developers are shifting their strategies to focus on hyper-localized content, cultural relevance, and enhanced user engagement, says Roby John. “As mobile gaming continues its upward trajectory in India, domestic gaming companies are evolving rapidly to meet the demands of this ever-expanding market. This trend reflects the growing recognition that tapping into local tastes and preferences is key to sustaining engagement in a market as diverse as India,” he adds.

Speaking about monetization through gaming, he points out, “The free-to-play model – where games are free to download, but offer in-app purchases – remains a dominant strategy for monetization in the Indian market. However, domestic gaming companies are now refining these models with more thoughtful approaches to in-app purchases, including fair progression mechanics, cosmetic upgrades, and immersive ads that don’t disrupt gameplay. This is helping sustain revenues while ensuring that players remain engaged and satisfied with their experiences. What is notable is the increasing sophistication in how these models are deployed – creating experiences that ensure gamers are not overwhelmed by paywalls, while still driving sustainable revenue.”

Speaking about single game play across different platforms such PC and Consoles, he notes, “To enhance user experience, cross-platform compatibility is also becoming a strategic focus for many Indian gaming firms. With a growing number of gamers also using consoles and PCs, companies are ensuring that their games can be played seamlessly across multiple platforms, allowing players to switch devices without losing progress or compromising on the experience. This flexibility broadens their audience while keeping players more deeply engaged.”

S8UL and 8bitCreatives have been leading the mobile gaming revolution in the country. They closely monitor industry trends and leverage their expertise to develop tailored solutions for the gaming space. According to Animesh Agarwal, “The key is to strike the right balance between the brands you work with and the consumers. As the enthusiasm around gaming and especially mobile gaming grows across the country, capturing the attention of the audience is paramount. This is possible only when you provide the most innovative and immersive possible experiences.”

Speaking about what the future looks like, he adds, “The industry is poised to grow only bigger from here. For example, we’re already seeing non-endemic brands entering the space, the government taking initiatives around it and even the honorable Prime Minister of the country meeting gamers – Mortal, Payal and I were part of that. More and more opportunities are being created for people to join this sector and grow. These stand as shining testament to the positive future outlook for gaming, including mobile gaming in India.”

Anurag Choudhary adds here, “Indian gaming companies are focusing on creating culturally relevant content, optimizing games for lower-end devices, and adopting freemium models to cater to a price-sensitive market. They are also leveraging social media and influencer marketing to reach wider audiences.”

On the future trajectory of mobile gaming, he opines, “The mobile gaming market in India is expected to continue its rapid growth, with more innovative gameplay, immersive experiences through AR/VR, and the integration of AI for personalized gaming. The arrival of 5G is anticipated to further boost real-time multiplayer games and cloud gaming, making high-end gaming experiences more accessible.”

Joydeep Mukherjee notes, “In 2023 alone, India accounted for a staggering 4.32 billion game downloads, representing 15.3% of the global total. The sheer scale of mobile gaming adoption underscores the ease with which users can engage with their favourite games, contributing significantly to the industry’s overall growth.”

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