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Meta’s Policy Shift Could Trigger 30% Jump in India’s RMG Ad Spend

A significant change in Meta’s advertising policy is anticipated to fuel a substantial 30% surge in advertising expenditure by Real Money Gaming (RMG) operators within India. This policy revision now permits RMG companies to advertise their offerings on Meta’s expansive platforms, including Facebook and Instagram, a development warmly welcomed by the burgeoning gaming sector.

Previously, Meta’s stance restricted RMG advertising in India. However, the updated guidelines, announced on Thursday, May 29, 2025, now require RMG advertisers to secure written authorization from Meta before running any advertisements. Furthermore, these ads are strictly prohibited from targeting individuals under the age of 18, underscoring a commitment to responsible advertising practices.

To gain Meta’s approval, RMG advertisers must furnish either a court order affirming the game as a ‘game of skill’ or a certification from recognized industry bodies such as the All India Gaming Federation (AIGF). The AIGF, in a communication to its members, hailed this policy shift as a “major step forward in streamlining the ad approval process for RMG operators in India,” after nearly two years of continuous engagement with Meta.

Industry experts predict that this revised policy will channel a significant portion of the estimated ₹3,000–₹4,000 crore annual ad spending by RMG companies towards Meta’s platforms, which boast high-precision targeting capabilities and strong user engagement.

Govind Mittal, Chief of Staff at gaming app Zupee, lauded the move, stating, “This is indeed a great step from Meta. It will help Indian startups and our skill-based games reach wider audiences, creating a level playing field. This change corrects a long-standing market distortion where legitimate, tax-paying Indian companies needed to present court rulings just to advertise.”

Roland Landers, CEO of AIGF, also welcomed the clarity brought by the new framework, emphasizing its alignment with India’s regulatory and legal landscape and its role in ensuring that only authorized and responsible operators can access Meta’s ad inventory, thereby safeguarding users, especially minors, from unregulated content.

This policy evolution by Meta is seen as a strategic move to align with the evolving regulatory environment in India and to tap into the significant advertising potential of the rapidly growing RMG sector while promoting responsible advertising.

Key Highlights:

  • Meta has revised its advertising policy to allow Real Money Gaming (RMG) operators in India to advertise on its platforms with prior written approval.
  • Experts anticipate this policy shift could lead to a 30% surge in ad spending by RMG operators, predominantly on Meta’s platforms.
  • Advertisers need to provide legal proof of their games being ‘games of skill’ through court orders or certifications from recognized bodies like AIGF.
  • The move is welcomed by the RMG industry as a step towards a level playing field and responsible advertising.
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