Dream11, India’s largest fantasy sports platform, has unveiled a new ad-supported, free-to-play format, marking a major shift in its business strategy.
The move comes after the company shut down its real-money gaming operations in response to India’s recently enacted online gaming regulations. The new model allows millions of cricket fans to play fantasy contests for free while competing for daily cash prizes and brand-sponsored rewards. This shift has already attracted leading advertisers such as Swiggy, Astrotalk, and Tata Neu, who see the platform as a powerful channel to connect with sports enthusiasts.
Reaching 250 Million Users Nationwide
Dream11 boasts an impressive user base of 250 million registered players, including nearly 10 million daily active users. The platform’s reach extends across India, from metropolitan hubs to Tier 4 towns, giving brands access to a diverse and engaged community of cricket followers.
According to company data, about 70% of Dream11’s users are aged 18–35, representing mobile-first, digital-savvy youth. Another 25% fall within the 35–60 bracket, making them a valuable segment with higher purchasing power. This wide demographic mix provides advertisers with both scale and targeted engagement opportunities.
How Brands Benefit
The free-to-play model is designed to weave brands seamlessly into the gaming experience. Beyond traditional banner ads, Dream11 now hosts sponsored fantasy contests. For example, Kunal Shah led fintech firm Cred sponsored a contest offering users up to 100% cashback on their credit card bills.
These brand-led integrations transform passive advertising into interactive experiences, making them more memorable for users while delivering measurable results for advertisers. Campaigns can also be tailored to specific cohorts — from young mobile gamers to family audiences in smaller towns — ensuring context-driven impact.
Enhancing Fan Engagement
To deepen engagement, Dream11 is leveraging its broader ecosystem under parent company Dream Sports. Its sports content and commerce platform FanCode offers live cricket streaming, allowing fans to watch matches and simultaneously test their fantasy strategies. This integration ensures continuous user activity on the platform, blending live sports with interactive gameplay.
Vikrant Mudaliar, Chief Marketing Officer of Dream Sports, emphasized the dual benefits of this pivot. “By shifting to a free-to-play fantasy sports format, we’re not only making the platform more inclusive but also opening new avenues for brands to connect with India’s passionate cricket community,” he said. He added that partners like Swiggy, Tata Neu, and Astrotalk are already experiencing strong engagement results.
Apart from Dream11, the parent group Dream Sports also operates several ventures, including DreamSetGo (sports travel experiences), Dream Game Studios (mobile game development), Dream Money (investment solutions in gold and fixed deposits), and the Dream Sports Foundation, its philanthropic arm.
Dream11’s pivot highlights a new era for fantasy gaming in India. By embracing an ad-supported free-to-play model, the company is combining inclusivity with innovation, creating value for both users and advertisers while maintaining its leadership in the fantasy sports industry.
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