1.6 billion visits in 3 months: Indian authorities double down to curb illegal gambling
Tech platforms loudly proclaim their commitment to community guidelines, but when it comes to profit-driven rule-bending, those guidelines might as well be written in invisible ink. A by the Digital India Foundation (DIF) reveals the staggering extent of illegal gambling and betting activity in India, with a sophisticated network of facilitators that makes these services thrive even after government attempts to stop them. The report reveals that illegal gambling and betting deposits surpass $100 billion annually in India, with an expected growth rate of 30 percent each year.
The gambling ad paradox
Big Tech is caught in a massive conflict of interest: the more these platforms enforce their policies, the less advertising revenue they generate. Tech companies have built an advertising empire worth billions, and gambling is a major contributor. Enforcing stricter rules would mean cutting off a lucrative revenue stream.
Meta asserts that it does not permit gambling advertisements unless they are properly licensed. But a look at its platforms tells another story. Despite explicit policies, more than 1,040 gambling and betting advertisements have been found, reaching millions of people globally.
Google’s search engine is another integral part of this equation. Its organic search results have actively sent users to illegal betting operators, earning around 184 million visits.
The digital lure of illegal gambling sites
Illegal operators dedicate a significant portion of their revenue (20-50 percent) to marketing efforts. They exploit digital channels through targeted promotions, influencer endorsements, and paid advertisements.
Social media drove about 42.8 million visits to the four platforms over three months. Organic search, boosted by search engine optimisation (SEO) tactics, accounted for around 184 million visits. Referral traffic generated approximately 247.5 million visits, primarily from adult sites and gambling affiliates. Direct traffic, where users enter URLs directly, accounted for an astounding 1.098 billion visits.
WhatsApp and Telegram have transformed from messaging apps into digital 바카라 floor barkers, with influencers promoting illegal platforms. Meta, ever the ethical guardian of our digital well-being, hosted over 1,000 gambling and betting ads in February 2025 alone.
The endless cycle of mirror sites
The government’s primary response—blocking websites—has proven ineffective. Users merely switch to VPNs or other URLs, and gambling sites keep running smoothly. Regulators are perpetually one step behind, playing a never-ending game of catch-up.
When authorities shut down illegal betting sites, mirror sites pop up instantly, allowing users to continue gambling without disruption. User accounts remain active across these mirrors, ensuring that not even a government crackdown can stop the cycle.
The role of payment processors
Financial institutions also play a part. Some payment processors display token warnings about “high-risk transactions” but proceed with the payments anyway. It’s the equivalent of saying, “You probably shouldn’t do this,” while holding the door open. UPI, cryptocurrencies, and international wallets like AstroPay are common payment methods.
Indian Premier League: Cricket festival or betting bonanza
Illegal gambling spikes every year during the Indian Premier League, turning India’s cricket festival into a betting bonanza. According to India’s Financial Intelligence Unit, some money may be linked to money laundering and terror financing.
A Google Search trend analysis from February 2021 to December 2024 revealed an exponential rise in searches, with major spikes observed during Indian Premier League seasons (March – April) in 2021, 2022, 2023, and 2024.
Indian government tax tsunami
Since implementing the eye-watering 28 percent GST rate in October 2023, the government has enjoyed a windfall that would make even the luckiest gambler jealous. Data reveals that in just six months, authorities collected a staggering ₹6,909 crore from online gaming—a 412 percent increase, with government coffers smiling all the way to the bank. Casinos contributed a more modest ₹214 crore, representing a 30 percent increase.
projected 250,000 new gaming jobs by 2025. However, after the government’s enthusiastic tax embrace, that number has crash-landed to a mere 30,000 positions—a catastrophic 88 percent reduction that should qualify for some world record in job destruction efficiency.
India’s gamer population has swollen to 590 million by the end of 2024, making it the second-largest mobile gaming market globally. This is according to venture capital firm Lumikai, which still believes in the sector despite the government’s best efforts to turn it into a tax collection experiment. The market is projected to reach $9.2 billion by FY29, growing at a 20 percent annual rate.
As the Supreme Court prepares to hear arguments on the legality of this tax regime on 18 March 2025, gaming companies are left playing their own high-stakes game—one where the house (aka the government) always wins, and the odds are permanently set at 28 percent against them.
Need for stronger regulatory action
Experts suggest that instead of targeting individual websites, authorities should go after the digital enablers—advertising platforms, search engines, and payment processors. Without their support, illegal gambling platforms would struggle to function.
One of the most effective measures would be blocking payments. Cutting off financial access is far more effective than simply banning URLs, which are easily replaced.
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