Dream11 shifts to free-to-play with ad support following real-money gaming ban

Dream11 has switched its fantasy sports platform to a free-to-play model backed by ads and sponsorships. Users can now join contests for free, compete daily for prizes, and enjoy the game without entry fees. This move has already attracted millions of players, while also drawing advertisers keen to reach Dream11’s 250 million-strong audience.

The community stretches from big cities to smaller towns across India, with most users aged 18–35, and a quarter between 35–60. This mix of young and mature fans makes Dream11 one of the most representative sports audiences in the country, giving brands confidence in the platform’s reach.

The shift came after Parliament passed a law banning money-based online games, forcing fantasy sports operators to rethink their business models. Dream11 responded by shutting down paid contests and going fully free-to-play.

With 10 million daily active users, the platform now offers advertisers direct, high-impact engagement. Unlike traditional ads, brands are woven into the competition itself, making campaigns interactive and memorable. Big names such as Swiggy, Astrotalk, and Tata Neu are already seeing strong results.

Dream11’s CMO, Vikrant Mudaliar, said the new model allows every cricket fan to play for free, test their strategies, and win prizes, while brands benefit from measurable engagement. Extra features, like live cricket streaming through FanCode, add even more value for users and keep fans connected to the action.

Overall, the pivot makes fantasy cricket more inclusive and passion-driven, while creating fresh opportunities for advertisers to connect with one of India’s most engaged sports communities.

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