Google is attempting to break the years-long ban on the Indian Real Money Gaming (RMG) market, initiating an unprecedented new phase of development for the industry.
On July 30, the Competition Commission of India (CCI) officially released Google's "behavioral commitment proposal" for public consultation, with the feedback period ending on August 20. Once approved, Google will launch a series of reform measures within 120 days, fully opening support for RMG applications on Google Play, and adjusting advertising, payment, and revenue sharing policies. This proposal is seen as a key turning point in reshaping the landscape of India's mobile gaming market.
Three core reforms: Google breaks platform barriers
The proposal includes three core elements:
Lifting the ban on listings: Remove the current restrictions that only allow fantasy sports (DFS) and Rummy to be listed, permitting all "self-declared legal" RMG applications to go live on Google Play in India, provided they obtain certification from third parties like AIGF, FIFS, or EGF.
Opening up advertising: Allow RMG products identified as "skill games" to use Google's advertising system for promotion in India, breaking the previous limitation of only two types of products being eligible for advertising.
Clarifying payment policies: Specify that all payment restrictions are based solely on guidelines from the Reserve Bank of India (RBI) and the National Payments Corporation of India (NPCI), no longer targeting specific RMG applications, while promising to optimize the revenue sharing structure for developers.
Regulatory chess game review: From ban to compromise over four years
Google's concessions are the result of nearly four years of regulatory and market pressure:
2021, the Supreme Court of India ruled DFS as a "skill game," laying the legal foundation for RMG legality;
2022, Google initiated a pilot policy in the Indian region, allowing limited listings of DFS and Rummy; the same year, Winzo filed an antitrust lawsuit accusing Google of abusing its market dominance;
2024, Google announced the expansion of the RMG pilot to multiple countries, but suddenly halted it in June;
November 2024, CCI launched a formal antitrust investigation into Google's RMG policies;
July 2025, under the dual pressures of developer lobbying and regulatory pressure, Google submitted a systemic reform proposal.
Market potential is astonishing: The sleeping giant is about to awaken
Why has the Indian RMG market become a global focal point? The answer lies in its massive size and potential:
Leading market size: According to data jointly released by Winzo and IEIC, the Indian RMG market size reached $3.2 billion in 2024, accounting for 85% of the entire gaming market, and is expected to exceed $9.1 billion by 2029.
Legal framework gradually maturing: Currently, 14 states/territories allow online RMG operations under the Public Gambling Act, with Nagaland and Sikkim having introduced specific regulations to provide a legal framework for RMG platforms.
High tax environment is a double-edged sword: Indian RMG companies are subject to a 28% consumption tax and a 30% income tax, along with high platform revenue sharing pressures, creating barriers as well as thresholds.
Developer strategy: The golden window period has opened
If Google's proposal ultimately materializes, it will bring four key opportunities and challenges for developers:
Compliance first: Legal certification by third-party institutions is the entry ticket, and familiarity with the legal red lines of various Indian states is a prerequisite for operation;
Localization operations: Language, payment methods, and cultural preferences are highly diverse, and adaptability determines success or failure;
Intensified traffic competition: The simultaneous opening of Google Play and Google Ads is expected to drive up the cost of user acquisition;
Surviving under high taxes: High tax burdens force business model innovation and refined product operations.
Conclusion: The game has begun, and the change is imminent
Google's reform proposal is both a positive response to regulatory investigations and a strategic move betting on the future potential of the Indian RMG market. Once the policy is implemented, it may attract global developers to flock, completely rewriting the landscape of the mobile gaming industry in India and globally. However, the heavy tax regime and compliance thresholds will continue to test the endurance of companies.
In this massive market dominated by RMG, accounting for 85% of the share, seizing the policy window, quickly implementing localized products, and precisely targeting users will be the key paths for a few winners to stand out.
