Dream11 Goes Free-to-Play with Free-to-Play Model, Onboards Major Advertisers
Fantasy sports enthusiasts in India have witnessed a remarkable shift in the way they engage with Dream11. Once synonymous with paid contests and real-money gaming, Dream11 has pivoted entirely to a free-to-play model following the government’s ban on online real-money gaming. This change not only reshapes the gaming experience for millions of users but also opens fresh avenues for brands to engage with India’s cricket-loving audience.
A New Chapter for Dream11
Over the years, Dream11 has become a household name in fantasy sports, attracting millions of daily users. According to Vikrant Mudaliar, Chief Marketing Officer of Dream Sports, the parent company of Dream11, the platform now boasts over 10 million daily active users and more than 250 million registered players. “Nearly 70 percent of our users are aged 18 to 35, with another 25 percent between 35 and 60,” he highlighted, underscoring the platform’s broad demographic appeal.
With the new free-to-play approach, Dream11 is introducing advertisers into the ecosystem, transforming the platform into a space where engagement meets creativity. Brands such as Swiggy, Astrotalk, and Tata Neu have already signed on to leverage this new model. The platform also hosts sponsored contests, including those by fintech firm Cred, offering enticing rewards such as cashback on credit card bills.
Engaging Users Through Content and Experience
The pivot to free-to-play has not dampened Dream11’s commitment to user engagement. Integrations such as live cricket streaming via FanCode, another firm under the Dream Sports umbrella, ensure that users remain connected to ongoing cricket action while participating in fantasy leagues. “This journey of reimagining fantasy sports makes the experience more inclusive, competitive, and passion-driven,” Mudaliar said, emphasizing that advertisers now have a chance to reach highly engaged and quality audiences.
The change also enables Dream11 to deliver a more personalized experience. Brands can now tailor their campaigns to young, mobile-first fans, families in smaller towns, or seasoned cricket enthusiasts in metro cities, creating meaningful engagement opportunities across India.
Challenges and Opportunities in the Free-to-Play Era
The recent online gaming law prohibited games where users could earn winnings on deposits, prompting Dream11 to halt all paid contests. Co-founder Harsh Jain previously revealed that 95 percent of revenues and 100 percent of profits came from cash-based contests, showing how significant this transition has been.
However, Dream11’s pivot demonstrates resilience and adaptability. By focusing on free-to-play contests with advertisements and sponsorships, the platform not only ensures compliance with the law but also broadens participation, attracting users who may have previously been hesitant to join paid contests.
Dream Sports’ Expanding Ecosystem
Dream11 is just one part of the expansive Dream Sports family. The group includes sports content and commerce platform FanCode, sports experiences platform DreamSetGo, mobile game development unit Dream Game Studios, fixed deposits and gold investment app Dream Money, and the philanthropic arm, Dream Sports Foundation. This diversified portfolio enables Dream Sports to offer a holistic sporting experience, seamlessly combining fantasy gaming, live content, and lifestyle engagement.
The company’s innovative approach to free-to-play gaming has drawn interest from global brands seeking authentic connections with India’s sports fans. As Dream11 redefines fantasy sports, it is positioning itself as a model for other platforms navigating regulatory changes while maintaining user excitement and advertiser interest.
Looking Ahead
The free-to-play pivot marks a turning point for Dream11, blending entertainment, engagement, and brand partnerships in a way that is more sustainable and inclusive. Users now enjoy the thrill of fantasy cricket without financial risk, while advertisers can access an expansive, engaged audience with measurable impact.
Dream11’s story reflects the evolving landscape of digital sports in India, where regulation, innovation, and passion converge to create experiences that resonate with millions of fans. This shift proves that even in the face of legal and operational challenges, creativity and adaptability can unlock new possibilities for players and brands alike.
Disclaimer
This article is based on publicly available news and statements from Dream11 and Dream Sports executives. The content is intended to provide informative and insightful coverage and does not constitute investment advice or endorsement of any brand or service.
