88% Switch to Fantasy Sports During IPL? Meta Study Reveals India's Gaming Habits

On 14th March 2024, Meta hosted its first Gaming Summit in India, shining a light on the gaming sector's growing significance, which ranks among Meta's top three business areas. A significant highlight of the event was the unveiling of findings from a study commissioned by Meta and conducted by GWI, pointing to gaming's expanding footprint in India. Notably, the research highlights that a substantial portion of gamers, both casual and those playing for real money, hail from beyond India's metro cities.

Arun Srinivas, Meta’s Director and Head of Ads Business in India, shared insights into how gaming is becoming a pivotal part of India’s technological decade. He emphasized Meta's role in assisting gaming brands to grow, particularly through the Advantage+ suite of ads. Srinivas also noted Meta’s effectiveness in helping gamers discover and purchase new games.

At the summit, major gaming brands discussed their growth strategies, including the use of AI technologies. They shared insights into the current trends within the gaming industry in India.

Brands Leverage Meta's AI for Growth

Dream Sports' Chief Marketing Officer, Vikrant Mudaliar, detailed how Meta's Advantage+ App campaigns have been instrumental in reducing customer acquisition costs by 12%. He underlined the importance of reaching audiences beyond major cities, crediting Meta for its significant role in this achievement.

Jaskaran Singh, AVP Growth at Baazi Games, highlighted the success of using Meta’s AI-powered campaigns and influencer partnerships, which led to a 123% increase in app installs and a 15% reduction in cost per first-time transaction. He expressed enthusiasm for future collaborations with Meta.

Study Findings Reveal Gaming Trends in India

The Meta-GWI study provided several key insights into gaming in India. It found that the majority of smartphone gamers play daily, with a significant portion of real-money gamers engaging in gaming activities at least weekly. Interestingly, the study found that nearly half of casual gamers and 43% of real-money gamers are from non-metro areas.

Social media platforms, particularly those under Meta, play a vital role in introducing new games to over 90% of gamers. The study identified Reels, video ads, and influencers as primary factors in driving game discovery and purchases.

Another interesting finding was the impact of key events on gaming preferences. The study noted that 88% of gamers are likely to switch from other real-money games to fantasy sports during major sporting events like the IPL and World Cup.

The research also pointed out gamers' interest in technologies such as AI, Virtual Reality (VR), and Augmented Reality (AR), indicating the direction in which the gaming industry in India is heading.

With a focus on reaching broader geographies and leveraging advanced technologies, the future of gaming in India looks promising, driven by strategic partnerships and innovative advertising solutions.