Poker recognized as skill-based game in India: Pranav Bagai

The poker industry in India has undergone a dramatic transformation, evolving from a pastime tainted by misconceptions to a recognized skill-based sport. The change is marked by increasing government acknowledgment and shifting public perceptions, facilitated by innovative leagues and competitive platforms. The Poker Sports League (PSL) has played a pivotal role in this shift, leveraging its unique free-to-play model to differentiate poker from gambling and establish it firmly as a sport. With advancements in technology and strategic partnerships, the industry is poised for significant growth, echoing global trends while addressing local challenges.

In an insightful interaction with Adgully, Pranav Bagai, Founder & CEO of Poker Sports League, delves into the evolving narrative of poker in India. Bagai sheds light on how the PSL has reshaped the perception of poker, navigated regulatory challenges, and leveraged technological advancements to enhance fan engagement. He discusses the impact of strategic partnerships, such as with JioCinema, on viewership and market opportunities, and highlights the role of Hindi commentary in broadening the league’s reach. As PSL continues to innovate and expand, Bagai’s insights offer a glimpse into the future of poker in India and its potential to captivate audiences and attract sponsors.

How has the perception of poker as a sport evolved in India, and what role does PSL play in shaping this narrative?

Poker in India has always had a negative perception around it. More than a game, it is perceived as gambling which is not true. Poker is a game of skill, which is the only way to look at it. In recent times, the perception of poker has seen a significant shift thanks to the central government. A notable development was when the central government addressed poker at a national level for the first time, introducing a 28% GST on deposits. This brought a change from poker being a state issue to gaining recognition from central authorities, highlighting a change in how poker is perceived.

Speaking about the role of PSL in this, we believe that our broadcasting of the sport has made it easier for people to be open about what they do. Earlier, professional poker players would hesitate to discuss it openly but PSL’s streaming of the game has enabled them to discuss their profession with their families openly. This has altered the perception of poker and redefined it as a skill-based game.

Are there any market-specific regulatory or operational challenges that PSL has encountered, and how have these been navigated?

PSL’s unique free-to-play model has revolutionized the way people engage with poker, transforming it into a sport through our innovative league format. Unlike gambling, which cannot sustain a league structure, our approach ensures that poker is recognized as a competitive sport. By operating as a non-real money gaming league, we sidestep market-specific operational challenges and regulatory issues. We do not charge any fees from players, or participants, maintaining a purely sport-based competition. This strategy has successfully eliminated regulatory hurdles, positioning PSL as a legitimate sporting event akin to a game show.

How does the growth of the poker ecosystem in India compare to global trends, and what unique market challenges and opportunities does this present?

Globally, poker is often categorized under traditional gaming in many countries like the UK and Australia, where such activities are permitted. However, in emerging markets such as Asia, South America, and Africa, there is a growing recognition of poker as a skill-based game. We anticipate significant growth in these regions, as poker is increasingly being acknowledged as a game of skill in various countries, including India. Although the industry is still in its nascent stages, it presents numerous opportunities and a promising growth trajectory for the future.

In what ways has PSL leveraged technological advancements to enhance market competitiveness and fan engagement?

We live in an age where technology has become an integral part of our lives. To enhance experiences for our fans, we are leveraging these technological advances. This year, we are redefining the poker broadcast experience with cutting-edge augmented reality elements that bring the game to life. Our collaboration with Pocket 52 has enabled us to introduce innovative features that will significantly improve the viewing experience.

To enhance the fun, we are introducing a prediction partner through our collaboration with SportsBaazi, which makes us the world’s first poker fantasy in a league format. Fans can win prizes by participating while watching the broadcast. Additionally, we will run contests during our broadcast on JioCinema. To keep the audience constantly engaged, we will incorporate QR codes and animated banners throughout the broadcast.

How has the partnership with JioCinema influenced the reach and viewership of PSL?

Partnering with JioCinema has been a game-changer for us. Their extensive distribution and promotional efforts have significantly expanded our reach, helping us connect with audiences in every corner of India. Last year, we recorded 12.5 million views, a 600% increase from PSL Season 4. This phenomenal journey has been greatly aided by JioCinema’s popularity and accessibility, allowing PSL to carve out a unique space in the market.

The chances of increased reach within the Jio ecosystem are significantly higher due to its robust sports league portfolio. This partnership enhances our brand perception, distribution, and overall viewership, making it an ideal fit for PSL. JioCinema's ability to stream high-quality content seamlessly to millions of users ensures that our event is accessible to the masses. This collaboration not only boosts our numbers but also enhances the quality of the viewing experience for our viewers, sponsors, and partners.

How does the Hindi commentary on JioCinema cater to the broader Indian market, and what demographic shifts have you observed as a result?

When we look at the data of the top 10 markets, there have been a lot of surprises we got from Tier 2 and Tier 3 cities when we were purely English. This season, we are doing commentary in Hinglish. We believe this will help us take poker to newer audiences because the number of Hindi (44%) speaking population is higher than the number of English (30%) speaking population.

PSL Season 5 achieved over 12.5 million views globally. How does this viewership translate into market opportunities for sponsors and advertisers?

PSL was the world's most-viewed poker event. There are a couple of factors that are important when addressing the market opportunities and the first one is to understand the target group. Our TG is very specialized, 84% of our audience are male and the remaining 16% are female. The majority of the population, that is, 64%, is in the age group of 18-34 and 33% is in the 35-54 age group. Most users have access to premium devices, leaving just 18% of the TG owning a device worth less than 10K.

Now, how does this matter? For premium brands aiming to reach young, affluent males in India, PSL offers unmatched access to this demographic. The event previously attracted 12.5 million views with English commentary alone, and the addition of Hindi commentary is expected to boost viewership to 25 million. Additionally, with our in-house production and content capabilities, we can offer valuable ad slots on JioCinema, ensuring significant visibility and engagement for our sponsors and partners.

What market-driven innovations or developments can viewers and stakeholders expect from PSL in the near future?

In the upcoming seasons, we’re excited to include influencers in each team. Currently, we are aiming for one influencer or celebrity per team. We will also introduce international players to the squads, as we did before the pandemic. One of the major changes will be our production approach. We plan to experiment with various ad formats and creatively integrate brands into our broadcasts. Additionally, we’re embracing augmented reality to elevate the viewing experience, with plans to enhance broadcast quality through advanced AR technology and graphics.

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