Fantasy sports giant Dream11 has seen explosive engagement on its newly pivoted free-to-play platform, attracting 10 million daily active users as of September 2025. This surge follows the company’s swift adaptation to the Promotion and Regulation of Online Gaming Act 2025, which banned real money gaming (RMG) in August, forcing the shutdown of paid contests that once drove 90% of revenue. For gaming enthusiasts, marketers, and industry watchers searching Dream11 free-to-play 10 million users, RMG ban impact 2025, or Dream11 ad revenue shift, the platform’s resilience—boasting 250 million registered users, 70% aged 18-35—highlights a strategic pivot to ads and sponsorships, with early partners like Swiggy, Astrotalk, and Tata Neu integrating brand-backed prizes into contests. As daily contests keep the fantasy cricket passion alive, this model opens high-impact opportunities for brands to engage a diverse, cricket-loving audience across metros and Tier-4 towns.
The transition, announced on September 23, 2025, ensures continuity for users while reimagining monetization through measurable, in-game interactions.
The Pivot: From RMG to Free-to-Play with Brand Rewards
The August 2025 RMG ban outlawed cash-based games like fantasy sports, rummy, and poker, prompting Dream11 to pause all paid entries overnight. In response, the platform relaunched as free-to-play, where users assemble virtual teams for daily contests and win prizes sponsored by brands—shifting revenue from entry fees to targeted advertising.
Key elements of the new model:
- Daily Free Contests: Users compete for brand-backed rewards, maintaining the thrill without financial stakes.
- Ad Integrations: Sponsors like Swiggy offer vouchers or discounts as prizes, with in-app placements for measurable engagement.
- User Retention: Live cricket streaming via FanCode keeps the ecosystem sticky, blending content with gaming.
Vikrant Mudaliar, CMO of Dream Sports (Dream11’s parent), stated: “This reimagining makes fantasy sports more inclusive and passion-driven, while giving advertisers quality reach to millions of historically transacting users.”
The 10 million DAU figure—spanning metros to Tier-4 towns—positions Dream11 as one of India’s largest engaged sports audiences, with 70% under 35 and 25% aged 35-60 for balanced youth and spending power.
| Metric | Pre-Ban (2024) | Post-Pivot (Sep 2025) | Notes |
|---|---|---|---|
| Registered Users | 250M | 250M | Stable Base |
| Daily Active Users | ~5-7M (Est.) | 10M | Free Model Boost |
| Revenue Model | 90% RMG | Ads/Sponsorships | Brand Prizes |
| User Demographics | 70% 18-35 | Same | Cricket-Focused |
Monetization Shift: Ads and Sponsorships Take Center Stage
With RMG off the table, Dream11 is leveraging its scale for advertising: Brands integrate into contests for active, memorable interactions, tracked via engagement metrics. Early adopters report strong ROI from targeted placements in cricket-themed games.
- Sponsorship Opportunities: Exclusive prizes like Swiggy meal vouchers or Tata Neu rewards during high-engagement matches.
- Ad Formats: In-game banners, contest integrations, and post-win promotions for measurable conversions.
- Portfolio Synergies: FanCode streaming and Dream Cricket mobile games amplify reach.
Harsh Jain, CEO of Dream Sports, noted in an earlier ET interview: “We’re pinning our future on sports AI, free-to-play engagement, and creator-led products.” This pivot sustains user passion while accessing a “rich audience” of former RMG players.
Broader Context: Fantasy Sports in a Post-RMG India
The ban disrupted the $3 billion industry, but Dream11’s quick adaptation—shutting paid contests and relaunching free ones—has preserved momentum. Competitors like MPL and My11Circle face similar shifts, but Dream11’s 250 million users give it an edge for ad monetization.
Challenges include maintaining engagement without cash incentives and navigating ad fatigue, but the 10 million DAU signals success.
Conclusion: Dream11’s Free-Play Renaissance
Dream11’s 10 million users on its free-to-play platform prove the ban hasn’t dimmed cricket’s fantasy fire—it’s just redirected it toward brands. With ads fueling growth, this model could redefine sports engagement in India. For marketers and gamers, it’s a win-win: Prizes without purses. Will DAU hit 15 million by IPL 2026? The contests continue. ET
