Why India’s digital landscape is opening unprecedented opportunities for affiliates right now

The Indian online iGaming market remains one of the most paradoxical arenas: rapid digital growth meets cultural nuances. On one hand, the country’s population of over 1.4 billion and the explosive internet adoption in Tier-3 provide a solid foundation for scaling. On the other hand, it is important to take into account local customs, generational differences, and choose the right communication channels to achieve the best results.  Therefore, to succeed in this GEO, it is important to think about localisation. 

We spoke with Anastasia, Head of India Department at Royal Partners, who emphasized that Indian consumers are increasingly open to new forms of entertainment, but remain highly sensitive to cultural context. For this reason, launching iGaming projects in the region requires precise adaptation to local behaviors and values.

Anastasia, which channels are most effective for India?

Meta’s platforms are among the most powerful promotion channels. According to DataReportal, as of early 2025, Instagram counts around 414 million active users in India — that’s more than half of the country’s total internet audience. WhatsApp remains the undisputed leader among messengers, with over 535 million monthly users, while local apps like Moj and Josh have gained traction following TikTok’s ban, creating fresh focal points for user attention.

Which type of content is most effective?

Content formats also reveal distinct dynamics. Indian audiences respond strongly to emotional success stories, humorous skits, and multi-participant collaborations that generate higher engagement than solo performances. Video far outpaces text in terms of consumption, and campaigns tied to festivals like Diwali or Holi, as well as major sports events, consistently deliver top results. Cultural alignment is crucial for user retention.

The rise of cryptocurrency deserves special mention. While just 18 months ago crypto casinos attracted only about 7% of users, today participation has grown nearly threefold, reaching 15–20%. Younger generations are more eager to experiment with digital assets, while older demographics remain cautious, associating crypto with risk. For brands, this means balancing between consumer demand and regulatory uncertainty.

Which social media trends can be used to boost engagement?

It’s equally important to understand that India is a market where tradition seamlessly blends with modern formats. Reels has become a dominant force: a Meta/IPSOS study shows that 92% of users prefer Reels over other video products. Personalization by language, region, and holidays allows brands to appear truly “native,” creating campaigns that feel authentic and engaging.

That’s why the timing for entering India is no coincidence. Infrastructure is in place, smartphones and affordable mobile internet have made online access available to millions of new users, and competition is still far from saturated. However, simply copying Western playbooks won’t work here: success depends on localization and carefully chosen channels.

That is why Royal Partners has now introduced PATANG, a new iGaming project developed specifically for India. Take a look at the main advantages of the project: 

  • Blazing-Fast: page load time is only ~2,5 seconds, even on unstable connections.
  • Mobile-First: 95% of India’s traffic is mobile.
  • 4 Welcome Packs: suit different player types – sports, slots, crash games, and live casino.
  • Rakeback: a top-tier retention mechanic.
  • Local Payments: UPI, PhonePe, GPay, and Paytm.
  • 24/7 Support: available in Hindi and English.
  • Cultural Fit: special promos, favourite local games, and localised content.

If you’re considering India as your next direction, now is the best time to act — and Royal Partners is prepared to help you do it right.