Decoding the IPL-Fantasy Sports synergy shaping India’s digital sports economy

Imagine a world where every IPL six isn’t just a moment of brilliance on the field, but a potential game-winning move in your hands. This is the transformative power of fantasy sports, a high-octane gaming experience that has become inextricably linked with the Indian Premier League. The IPL’s true genius lies not only in its cricketing spectacle, but in its ability to empower viewers, igniting a firestorm of digital engagement that turns passive spectators into active participants, injecting a new level of intensity and strategic depth into the IPL experience, and creating a goldmine for both the league and the fantasy sports industry.

A recent report by CrispInsight & Kadence underscores a strong connection between fantasy sports and the Indian Premier League (IPL). The IPL attracts a large and diverse audience, and a high level of interest in fantasy sports is evident among IPL viewers. Fantasy sports is among the categories with high recall, with 66% of IPL viewers recalling a Fantasy Sport brand. This indicates the significant visibility and impact of fantasy sports during the IPL tournament. The data posits that fantasy sports leverages the IPL’s popularity to achieve substantial engagement.

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This relationship between the IPL and fantasy sports demonstrates mutual benefit. While the IPL provides a platform for fantasy sports to thrive, the fantasy sports category, in turn, enhances viewer engagement with the IPL. The report emphasizes that fantasy sports, with its “sheer media weight”, effectively captures audience attention. This interplay contributes to the growth of both the IPL and the fantasy sports market, establishing them as important elements in India's sports and entertainment sector.

Impact of IPL on Fantasy Sports Market in India

“The IPL has been a game-changer for India’s fantasy sports market, fundamentally reshaping how fans engage with the game,” notes Anuraag Saxena, CEO, E Gaming Federation, adding, “Today, cricket enthusiasts are no longer just spectators—they are strategists, building teams, making real-time decisions, and experiencing the sport in an entirely new way.”

This evolution is substantiated by concrete data. “In 2024, fantasy sports platforms generated $510 million in Gross Gaming Revenue, growing 27% year-on-year.” The IPL’s influence extends far beyond metropolitan areas, reaching deep into smaller towns and rural India, with OTT platforms making high-quality content more accessible than ever. This seamless integration of sports, technology, and competition has propelled fantasy sports into the mainstream.

India’s online gaming industry, valued at $3.7 billion in 2024, is poised to reach $9.1 billion by 2029, with real-money gaming leading the charge. As digital adoption accelerates, and fan engagement becomes more interactive, the IPL-fantasy sports synergy will only strengthen. “This isn’t just about cricket anymore—it’s about the rise of a sophisticated, data-driven sports economy that is setting new benchmarks for engagement, innovation, and growth,” adds Saxena.

Saroj Panigrahi, Chief Operating Officer, Games24x7, articulates, “My11Circle’s five-year partnership as the associate partner of the TATA IPL allows us to build further on the immense enthusiasm for cricket in India, connecting with millions of passionate fans.”

Zupee has partner with Star Sports for IPL as an Associate Sponsor. Speaking about the impact of IPL sponsorship on fnatasy sports a spokesperson from Zupee said, "Blending entertainment with innovation, ensuring every match is more than just a game—it’s an opportunity to win, celebrate, and be part of something extraordinary"

Most Effective Monetization Strategies for Fantasy Sports App

According to Anuraag Saxena, effective monetization in fantasy sports, especially during the IPL, extends beyond traditional entry fees. Platforms that integrate fantasy sports with complementary gaming verticals create a richer, more immersive experience, driving both user acquisition and higher engagement across multiple touchpoints.

“The rise of live streaming and sports apps has further expanded monetization opportunities, seamlessly blending real-time content with interactive gameplay,” Saxena adds.

He further says, “India, with 591 million gamers—accounting for 20% of the global total—offers an unparalleled growth landscape. The country’s mobile-first ecosystem has already attracted $3 billion in foreign direct investment, with a significant portion fueling the pay-to-play segment. As this market scales, the opportunity to unlock sustained investor value is immense. Fantasy sports platforms that continue to innovate, personalize user experiences, and leverage emerging technologies will be at the forefront of this expansion, shaping the future of interactive sports engagement in India.”

Balance Between Digital and Traditional Advertising

Anuraag Saxena believes, “The shift in advertising for fantasy sports platforms during the IPL is increasingly leaning towards digital, utilizing targeted social media, in-app promotions, and personalized content. The pertinence of traditional channels cannot be neglected as these still play an essential role in reaching mass audiences, especially in tier 2 and tier 3 cities. What’s important is that with the industry’s growth, it’s crucial to prioritize responsible advertising. To reinforce this, we have signed an MoU to uphold stringent user protection standards, ensuring that all marketing practices are fair, transparent, and safeguard users from fraudulent platforms. This dual focus—innovation in outreach and accountability in execution—will not only accelerate industry growth but also build long-term trust among players and stakeholders alike.”

Outlining My11circle’s IPL plan, Saroj Panigrahi states, “Our comprehensive 360-degree marketing strategy—encompassing strategic partnerships both on and off the field, including TV, digital, and beyond—is designed to amplify our brand and enhance user engagement throughout the IPL season. We prioritize strategic investments that drive meaningful engagement with our users.”

Revenue Growth Expected for Fantasy Sports

The IPL has long been a catalyst for the fantasy sports industry, and its impact continues to grow stronger each season. Saxena predicts, “With a projected CAGR of 22.60% from 2025 to 2030 and a user base of 225 million, fantasy sports are no longer just an add-on to the game—they are now an integral part of how fans engage with cricket. The league’s massive reach, coupled with India's rapidly evolving digital landscape, has unlocked unprecedented opportunities for user engagement and monetization. Fantasy sports have moved beyond seasonal spikes to become a sustained, year-round phenomenon, shaping the broader gaming ecosystem. As platforms innovate with advanced technology and personalized experiences, fantasy sports will further embed themselves into India’s sporting culture, reinforcing their role as a key driver of the digital sports economy.”

For My11circle, it is not just about revenue, but also brand positioning. “This IPL, we anticipate building on that momentum, further strengthening My11Circle’s position in the fantasy sports arena,” says Saroj Panigrahi. Citing the numbers of last year, Panigrahi adds, “Last year showed remarkable growth: team creation surged by over 50% in the first two weeks, and mega prize winners increased by 50%.”

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