Highlights
- With the abrupt ban on real-money gaming ads, many Indian content creators lost their most profitable revenue source and are now urgently diversifying.
- Agencies and regional influencers, particularly in Maharashtra, are now shifting their efforts to categories such as edtech, fintech, and lifestyle partnerships.
- Experts predict that while short-term revenue will fall, the industry shift could nurture more genuine brand relationships and strengthen regional creator communities.
The gambling ads are gone, and India's content creators are scrambling to fill the void.
When India's Online Gaming Bill took effect earlier this year, it didn't just reshape the country's digital entertainment landscape. It fundamentally altered how thousands of social media influencers make their living, particularly in creator-heavy states like Maharashtra.
The legislation drew a clear line between legitimate esports and social gaming on one side, and real-money betting apps on the other. While the distinction brought much-needed regulatory clarity, it also eliminated one of the most lucrative revenue streams for India's influencer economy.
The Golden Goose That Flew Away
Until recently, betting and fantasy sports apps were among the biggest spenders in India's influencer marketing ecosystem. These companies paid premium rates that most traditional brands couldn't match, offering creators financial stability that seemed almost too good to be true.
"Frankly, betting money kept the ad ecosystem inflated," says Ravi Harbhajan Ahuja, a senior executive at a Mumbai-based advertising firm that manages Marathi influencers. For small to mid-tier influencers, one contract with a fantasy or betting client could mean months of stability. With them gone, there is undeniably a vacuum in ad spends.”
But Ahuja believes this void is a necessary correction. “In the long run, regional creators need to be supported by industries that enrich communities and not exploit vulnerabilities. When I saw a young acquaintance lose everything and take a drastic step because of real money gaming apps, it shook me deeply. That was the moment I decided my company would never work with gambling or betting clients, no matter how much money was on the table.”
His firm had already stopped working with real-money gaming companies in 2023, well before the bill became law. The decision wasn't easy from a business perspective, but Ahuja viewed it as necessary for the long-term health of the creator ecosystem he was helping to build.
"When money comes too fast, it distorts markets," he explains. "Betting apps were never sustainable partners for creators because they sold addiction, not value."
Ahuja built his firm around sustainable collaborations for Marathi influencers, emphasizing regional content, safe monetization, and community engagement. Today, he manages dozens of creators from Instagram influencers to YouTubers.
Impact of the Online Gaming Bill
The Online Gaming Bill, passed earlier this year, distinguishes real-money betting formats from esports and community-driven platforms. While some betting firms shut down or exited India, esports and gaming startups with clear non-gambling models have found new investor and advertiser interest. Ahuja revealed, “As an agency owner, I welcome the bill. Now we know where we can position creators safely. Esports, edutainment, brand-led gamification. These are growth areas. Betting is out. Social gaming is here to stay.”
He explained that for Marathi influencers, this means opportunities to collaborate not just with gaming brands, but also with fintech, edtech, and lifestyle sectors looking to expand into Tier-2 and Tier-3 cities across Maharashtra. With betting apps gone, advertisers are becoming more selective about where they spend. For Ahuja, that’s both a challenge and an opportunity.
“Marathi creators have a loyal, deeply engaged audience. They may not command the crazy follower numbers of Bollywood or pan-India stars, but their trust factor is unmatched. Brands are beginning to see the long-term value of this trust. It’s the opposite of what betting apps stood for. They chased mass clicks, not relationships.”
Ahuja’s agency stopped working with real money gaming companies in 2023. However, he claims that he is fully aware of the market conditions. He claims that the advertising industry will bounce back. While spending might be temporarily lower, the shift to sustainable categories will stabilize the ecosystem, according to him.
The Road Ahead For Advertisers
Looking ahead, Ahuja sees this moment as a crucial reset for the influencer economy, especially in Maharashtra. He said, “The next big wave will be regional creators shaping cultural conversations, not just amplifying paid ads. Once regulations cleaned up the space, it became clear that long-term growth has to come from content that adds cultural or educational value.”
He is investing heavily in training influencers in areas like financial literacy, responsible partnerships, and sustainable monetization strategies. The aim is to professionalize Marathi content creators so they can compete with pan-Indian influencers while staying true to their local identity. He added, “The void left by betting apps does not have to mean decline. It can mean rebirth. If creators seize this moment, Maharashtra could emerge as India’s strongest regional influencer hub. That’s the goal I wake up with every day.”
Whether that optimistic vision becomes reality will depend largely on how quickly creators can adapt to a new landscape where authentic engagement matters more than easy money, and where building trust takes precedence over chasing clicks.
For now, the experiment continues, with thousands of creators across India learning to navigate an ecosystem that prizes sustainability over short-term gains.
