Rise of social gaming in India: Part one with Shaun McCamley
India is undergoing a major shift in its digital entertainment landscape, with social gaming emerging as one of the most dynamic and fast-growing segments. Unlike real-money online gaming, which faces legal uncertainty across many Indian states, social gaming operates in a legally safer zone by offering play-for-fun experiences without cash payouts. Instead of using real money, social gaming platforms make money through in-app purchases, small payments, and advertising. This makes them easy to access and suitable for large audiences.
With over 800 million internet users and most people using mobile phones, India is well placed for social gaming to grow. Traditional games like rummy, ludo, and fantasy cricket are already popular, and younger users are spending more time online. This is leading to strong user interest and new ways for platforms to earn revenue.
Industry OG Shaun McCamley breaks down India’s social gaming edge
In an exclusive interview with SiGMA News, industry veteran Shaun McCamley — founder and managing partner of Euro Pacific Asia Consulting — offers a global perspective on India’s social gaming potential. Recognised as one of the top 25 most influential figures in the global gaming industry, McCamley brings decades of leadership experience across land-based 바카라s, online gaming platforms, and regulatory advisory roles.
In part one of this two-part series, we explore why India is primed for social gaming success, how operators can capture and retain users ethically, and what lies ahead for this booming digital vertical.
SiGMA World: India is witnessing a remarkable surge in social gaming. From your global perspective, what makes the Indian market so ripe for this kind of growth?
Industry veteran Shaun McCamley: From a global perspective, India stands out in the social gaming space for several compelling reasons. First is its scale—over 800 million internet users, most mobile-first, create a massive, always-connected audience highly receptive to digital entertainment, from casual games to fantasy sports and increasingly, 바카라-style social games.
Culturally, India has deep roots in community-based games like chess, cards, ludo, and online rummy. Social gaming fits naturally into this environment—offering fun, competitive play without the stigma or legal complexity of real-money gambling.
Crucially, India’s fragmented gaming regulations create a window for social gaming to thrive. Operators can monetise through in-app purchases, partnerships, and gamified loyalty without needing a gambling licence.
With a young, tech-savvy, reward-driven population, India is an ideal test bed for scalable, engagement-focused gaming strategies. It ticks all the right boxes—reach, culture, monetisation, and low regulatory friction—a rare and valuable combination.
SiGMA World: With hundreds of millions of mobile-first internet users, how can social gaming operators effectively engage the Indian market?
McCamley: Tapping into India’s mobile-first population starts with one fundamental priority: designing for mobile-first access and low data environments. This means fast-loading, HTML5-based platforms or lightweight native apps that perform smoothly across a wide range of Android devices, particularly in Tier 2 and Tier 3 markets where mid-range smartphones dominate.
But technology is just part of the equation—localisation and cultural relevance are critical. Games that reflect local festivals, regional languages, and themes like cricket, mythology, or Bollywood tend to perform far better than imported formats. Features like daily rewards, missions, and progression tiers help keep players engaged over time.
It’s also important to recognise that India isn’t a uniform market. Some states are far more receptive to digital gaming and social play than others. For example, Maharashtra, Karnataka, and Tamil Nadu have historically shown strong engagement with mobile games and digital-first entertainment. Meanwhile, states like Kerala and Telangana have well-developed tech infrastructures and urban youth populations that are highly active in the gaming space.
That said, operators must still proceed carefully and ensure compliance with state-specific interpretations of gaming laws—even for non-wagering platforms. The opportunity is enormous, but success lies in delivering the right experience, in the right way, to the right markets.
SiGMA World: In the absence of regulated real-money online gaming in many Indian states, do you believe social gaming could become a dominant digital entertainment model in the country?
McCamley: Absolutely. In fact, I believe social gaming is uniquely positioned to become the dominant digital entertainment model in India—precisely because of the regulatory ambiguity surrounding real-money online gaming.
What makes social gaming so powerful is that it delivers many of the same engagement, retention, and monetisation benefits as real-money platforms, but without the compliance risks. It offers a safe, flexible model for both players and operators—one that aligns well with India’s mobile-first audience and long-standing preference for community-driven, skill-based games.
With the right content mix—slots, crash, ludo-style casual games, cricket-themed leaderboards—combined with smart loyalty and rewards systems, social gaming has the potential to engage tens of millions of users across the country.
In short, until there’s clear regulatory direction on real-money iGaming, social gaming isn’t just a stopgap—it’s a strategic growth channel that operators should be taking seriously.
Localised play, smarter monetisation
SiGMA World: Indian users are price-sensitive but highly engaged. What monetisation strategies do you think work best in India’s social gaming space?
McCamley: In India, the key is balancing value with volume. Users are highly engaged but cautious with spending, so microtransactions and tiered value packs tend to work best. Rather than pushing large one-time purchases, offer low-cost, high-frequency options—₹10, ₹20, or ₹50 top-ups with compelling perceived value.
Time-limited offers, seasonal bundles, and reward multipliers also work well, especially when tied to festivals, sports events, or leaderboard competitions. The psychological trigger isn’t “spend to win” but “spend to enhance the experience.”
Ad-driven models—rewarded video, daily spin bonuses, and offer walls—can also perform strongly when integrated carefully. These allow monetisation even from non-paying users while keeping them inside the ecosystem.
Finally, gamified loyalty and referral systems are critical. Give players reasons to come back daily, invite friends, and level up. Done right, these systems drive retention and organically boost monetisation over time—without pushing players toward real-money-style behaviors.
It’s about creating a fun, rewarding loop that respects the player’s wallet but rewards their time and engagement.
Gen Z, innovation and what comes next
SiGMA World: With smartphone penetration accelerating and Gen Z driving digital trends, how should social gaming platforms evolve to effectively retain and engage this new generation of players?
McCamley: Gen Z expects more than just gameplay—they want personalisation, social interaction, and experiences that reflect their lifestyle. To stay relevant, social gaming platforms must be mobile-first, frictionless, and deeply integrated with social features like real-time chat and collaborative play.
Gamification needs to evolve too—simple points and badges won’t cut it. Narrative-driven missions, branded content, and identity-based rewards keep Gen Z engaged. Just as important, platforms must reflect values this generation cares about: inclusion, authenticity, and digital wellness.
In short, platforms must become social hubs, not just digital gaming platforms.
SiGMA World: Could India become a testbed for innovative hybrid models—like ad-supported social games or sweepstakes-style gaming that skirts traditional gambling definitions?
McCamley: India certainly has the ingredients to support innovation in the digital entertainment space—particularly in social gaming. With a large, mobile-first audience and increasing engagement with casual, skill-based games, operators are exploring new ways to monetise while remaining within regulatory boundaries.
Ad-supported social gaming, for example, shows strong potential. Rewarded video, branded content, and incentive-based progression systems offer monetisation without involving real-money wagering. These models are well-suited to India’s price-sensitive but highly engaged user base.
That said, I’d exercise caution when it comes to any model that attempts to “skirt” traditional gambling definitions—especially sweepstakes-style mechanics, which may trigger regulatory concerns or fall into legally grey areas. Operators should be focused on building sustainable, compliant models that clearly separate themselves from anything resembling chance-based reward systems with monetary value.
India can indeed be a hub for innovation—but it must be grounded in transparent user value, responsible design, and strict adherence to evolving legal frameworks.
SiGMA World: What opportunities do you see for Indian land-based operators (like 바카라s in Goa or Sikkim) to use social gaming as a brand-building and engagement tool?
McCamley: Social gaming presents a major opportunity for Indian land-based operators to extend their brand digitally and engage players year-round—without entering the regulatory complexities of real-money gaming. It’s a safe, cost-effective way to build loyalty, drive awareness, and capture the mobile-first generation that may never set foot in a physical 바카라.
That said, many operators underestimate what’s required to succeed. Owners and CEOs must understand that social gaming is not a bolt-on—it requires proper organisational structure, dedicated digital leadership, and experienced people who know how to run online verticals. Too often, land-based teams try to manage digital with existing resources and fail. To truly capitalise, operators need to treat social gaming as a strategic pillar, not an afterthought.
SiGMA World: How does India compare with other emerging Asian markets like Vietnam or the Philippines in terms of readiness and potential for social gaming platforms?
McCamley: India leads on scale, mobile penetration, and user engagement—making it one of the most promising markets for social gaming. While regulatory clarity is still evolving, the appetite for non-wager, socially immersive gaming is undeniable. Its massive population and digital-first youth give it a clear edge in potential.
That said, Vietnam and the Philippines are also gaining momentum. Vietnam’s mobile usage is high, though regulatory caution remains. The Philippines benefits from an open mindset toward digital entertainment. A rising tide lifts all ships—and as social gaming grows across the region, each market will bring its own strengths to the table. India just happens to be the biggest ship in the water.
SiGMA World: Where do you see India’s social gaming ecosystem heading in the next 3–5 years? Could it emerge as a global leader in this segment?
India’s social gaming market is set for strong growth, driven by its massive user base, mobile-first culture, and affordable data access. With nearly 600 million gamers and rising digital engagement, the ecosystem is evolving fast—moving beyond casual play toward deeper, community-driven experiences that reflect local culture and preferences.
In the next 3–5 years, we’ll see more advanced social features, greater personalisation, and tighter integration with digital lifestyles. If the market continues to innovate while managing regulatory clarity, India absolutely has the potential to emerge as a global leader—particularly in mobile-centric, socially interactive gaming.
Stay tuned for Part Two, where Shaun McCamley explores compliance risks, operator strategy, and why social gaming isn’t just a phase—but a future-ready business model.
