Fantasy sports giant Dream11 has officially shifted to a free-to-play format following India’s recent legislation banning money-based online games. The platform now allows users to play fantasy sports contests for free, win prizes daily, and engage with brand-sponsored competitions, creating a more interactive, measurable experience for advertisers.
With over 250 million users spanning metros to Tier 4 towns, Dream11 remains one of India’s most powerful platforms for sports engagement. Nearly 70% of its user base falls within the 18–35 age group, while another 25% is between 35–60 – a mix that offers brands a perfect blend of youthful enthusiasm and mature spending power.
The pivot comes after Dream11 shut down all paid contests last month in compliance with the new law. Despite the regulatory shift, the platform has seen strong momentum, boasting 10 million daily active users, opening up what it calls “exclusive, high-impact opportunities” for advertisers.
Unlike traditional advertising, Dream11 integrates brands directly into the gameplay, turning every brand impression into an active, memorable, and measurable interaction. Leading advertisers such as Swiggy, Astrotalk, and Tata Neu have already come on board, leveraging the platform’s scale to engage fans contextually – whether targeting mobile-first Gen Z users, cricket-loving families in smaller towns, or seasoned fantasy players in metros.
Vikrant Mudaliar, Chief Marketing Officer at Dream Sports, commented:
“Over the years, brands have consistently shown interest in Dream11, and now, with our pivot to free-to-play fantasy sports, we are onboarding them selectively. Our model ensures that every cricket fan can join the action for free, test their strategy, compete with millions of others, and win cash prizes and brand-backed rewards. India’s passion for fantasy cricket continues to drive remarkable engagement, and integrations like live cricket streaming via FanCode ensure fans always have fresh, exciting content to enjoy.”
This reimagined model makes Dream11 more inclusive and passion-driven while giving advertisers quality reach, measurable engagement, and access to a historically transacting audience – turning the platform into a powerful destination for sports marketing in a post-money-gaming era.
