IPL is India’s largest cricket tournament. It’s a well-known event no other can compare in terms of size and popularity. From 2008 to now, IPL has connected millions of spectators and iGamers with its mix of culture and emotions from the game.
Together with our partners, Already Media is getting ready for the IPL 2025 season. We are ready to share our ideas and vision.
In today’s Point of View: IPL Edition x 4RA PARTNER, experts Salim, Head of Affiliate at 4RA PARTNER, and Nikita, Head of Affiliate at Already Media, will discuss the growth of new sports disciplines, the impact of iGaming influencers, legislative changes, content that works, IPL trends, and new directions for 2025.
Betting on IPL 2025: Growth and Technology Trends
How has the sports betting market in India changed over the recent years, especially during IPL?
“The betting market in India is expanding fast, and it’s no wonder IPL plays a huge role here. The level of audience growth proves it:
- 505 million viewers in IPL 2023;
- 620 million viewers in IPL 2024;
As far as we can predict, this trend will rise and move forward.” – Salim, Head of Affiliate at 4RA PARTNER
“Comparing the market at the time of Already Media’s entry to today, there has been an exponential growth in the number of operators and the approaches applied. In 2020, there were barely 20-30 bookmakers of different sizes. Now, the number has reached the hundreds.
A clear pattern —many operators entered either before IPL (some shut down after the tournament), or launched during the off-season, with most of them staying long-term. A standout example was Stake’s entry into the Indian market just before IPL 2024. Back then, practically simultaneously, this single operator took over the entire media space, internet platforms, and offline channels.
Live betting and dynamic odds have had a major impact on the market. It became possible to place bets on almost any event or outcome directly during the match, which significantly increased the appeal for new and existing players. Mobile apps have also had a significant role – they constantly increase involvement and LTV due to accessibility.” – Nikita, Head of Affiliate at Already Media
According to data from the India Change Forum, around 340 million people placed bets on the IPL last year (offline and online). This number continues to grow. How do you see the trend in the number of participants in IPL 2025? What factors, in your opinion, will influence the growth of the IPL betting audience in the coming years?
“The dynamics will be impressive. There are several reasons for this:
- India has one of the fastest-growing economies. This means that disposable income accumulates year by year.
- Massive population. More people reach legal betting age yearly, and younger generations are keen on digital entertainment.
- Local identity is becoming more important. India has a vast number of languages and dialects beyond Hindi. Soon, we expect to see more searches in local dialects such as Marathi, Bengali, Gujarati, Tamil, and Telugu.
All of this is bound to bring growing popularity” – Salim, Head of Affiliate at 4RA PARTNER
“The number of players will rise, especially with major operators entering and staying in the market. Take Stake, for example—their large-scale media campaign not only caught the attention of current bettors but also brought in a wave of new users.
With a population of 1.5 billion and a high birth rate, there’s room for everyone—especially since the average bettor uses multiple operators. Thoughtful regulation could help bring in even more users. Advertising campaigns and deeper penetration into rural areas (where 60% of India’s population lives). Additionally, new leagues and tournaments, including local ones, will fuel further growth.” – Nikita, Head of Affiliate at Already Media
Which innovations will shape IPL betting in the coming years? Will mobile gaming become even more important?
“As of today, three leading trends can be identified:
1. Gamification is expanding. Built-in mini-games and bonus mechanics keep users engaged.
2. AI is taking a deeper integration in analytics, automation, and customer support, improving the user experience.
3. Mobile traffic has always been dominant, and this trend will proceed. Betting apps are a must in India—app-related searches are among the most frequent in search engines.” – Salim, Head of Affiliate at 4RA PARTNER
“In my opinion, ‘virtual’ match streams can become a new addition. (operators capture video feeds, process them, and rebroadcast a simulated version). In other words, instead of a live match, a kind of game (similar to fantasy) is broadcast in a 1v1 format, replicating the situation on the field. As far as I’m concerned, some precedents for this already exist.
Mobile gaming will take its current place, but it’s interesting to observe AI tools implementation among the operators. Maybe this kind of tool can increase engagement and game quality.” – Nikita, Head of Affiliate at Already Media
The Future of Sports Betting in India – 4RA PARTNER Perspective
What trends are shaping cricket betting in India?
“1. A shift towards faster sports.
2. Rapid growth in eSports, especially eCricket.
3. More parlay betting on cricket, driven by bet builders.” – Salim, Head of Affiliate at 4RA PARTNER
Are there other sports or betting markets you are looking to expand in India?
“The sportsbook will see major updates—new sections, leagues, and tournaments, as well as deeper market coverage.
Our main focus is on expanding cricket events and esports. And let’s not forget kabaddi!” – Salim, Head of Affiliate at 4RA PARTNER
Content, Influence & Regulations: Market Dynamics – Already Media’s Perspective
What type of content (videos, articles, predictions, streams) attracts IPL audiences the most?
“All formats matter, but in my opinion the priority will be:
- Streams & influencers
- Videos & short-form content, including predictions
- Articles
Fast information processing is key, which works well in video but lags in text. Shorts (YouTube), Reels (Instagram), and influencer-driven content—especially from current or former players—create high-quality, trustworthy engagement.” – Nikita, Head of Affiliate Already at Media
What impact do influencers and sponsorship deals have on user engagement and betting activity?
“Influencers play a huge role—they not only bring their audience but also hold their trust and can shape opinions. Unfortunately, some of them take advantage of this trust, leading their audience into bad situations.
Sponsorships help operators increase brand awareness and gain visibility among target audiences. Both strategies work, but their effectiveness depends on the implementation method. Stake’s F1 sponsorship is a prime example.” – Nikita, Head of Affiliate at Already Media
How could changes in India’s gambling laws affect the market?
“It will be a positive thing if done wisely, taking both positive and negative worldwide examples into account. Otherwise, we might end up with a pattern similar to the UK or Brazil.” – Nikita, Head of Affiliate at Already Media
What are the growth prospects for online sports betting in India and IPL in the next 3-5 years?
“Growth is inevitable, but several factors will affect the pace—especially government policies and large investments entering the market.” – Nikita, Head of Affiliate Already Media
To Conclude
Our experts’ detailed and up-to-date ideas confirm that IPL 2025 is a “must” event. This tournament significantly fuels the region and creates an immersive environment for all the figures in the iGaming market.
We see that every object in IPL’s ecosystem (bookmaker, iGamer, influencer, sponsor) benefits from the event’s popularity growth. This benefit will increase yearly as marketing and new technologies move forward lightning-fast.
It’s clear that IPL 2025 will break records, impress us with figures, and set trends. So, it’s high time to plunge into the event and watch the way proven and new strategies work out.
