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Themed ‘From Players to Playmakers’, the report explores how India’s Rs. 14,344 crore gaming market can build original IP and achieve global success 

India’s gaming industry is moving beyond audience scale to a new question: can it turn its game-building capabilities into stronger businesses, distinctive intellectual property and more repeatable global success?

Dentsu India, in partnership with IWMBuzz Media, unveiled the third edition of the India Gaming Report at Season 5 of the India Gaming Awards. Themed From Players to Playmakers, the report examines the industry’s evolution, game development capabilities and what it will take to turn India’s gaming scale into lasting success.

India has an estimated 535 million past-year Pure Play Gamers, including 332 million Current Pure Play Gamers (those who have played in the past three months) and 109 million Current Paying Pure Play Gamers. Its Pure Play Gaming market is estimated at Rs. 14,344 crore in 2026.

The report defines Pure Play Gaming as digital games played primarily for entertainment, creative expression, social connection, competition or cultural engagement, rather than primarily for monetary return. It excludes online money games, betting and gambling.

Major findings from the report:

• A Rs. 14,344 crore Pure Play Gaming economy: The market comprises Rs. 8,705 crore in gaming advertising, Rs. 5,239 crore in consumer-paid gaming and Rs. 401 crore in esports and other eligible revenues.
• India has credible game-building capability, but original IP remains the next frontier: 70% of surveyed gamers with validated experience of India-made titles rated their quality Good or Very Good. However, creating distinctive, ownable IP at scale remains a work in progress.
• The ecosystem is progressing, but not yet mature: The dentsu Gaming Industry Readiness Barometer places four of seven pillars at Developing and three at Building, with none yet at Established or Advanced.
• Global participation is visible, but repeatable success remains the challenge: Indian gaming businesses participate in international distribution and production, but sustained success with owned games remains concentrated.

The report identifies four priorities for the industry’s next phase: Design for Depth, Build Beyond the Breakthrough, Make the System as Strong as the Product, and Make Global Success Repeatable. These focus on engaging players more deeply, creating original Indian games, building stronger studios and helping more Indian games succeed globally.

The report draws on consumer research among adults 18+ across urban Tier 1–3 India, complemented by industry stakeholder inputs and secondary research, with national gamer and market estimates modelled separately.

Link to the report: https://www.dentsu.com/in/en/reports/asa___india_gaming_report_2026

For dentsu, gaming sits at the intersection of media, marketing, technology and creativity. As gaming shapes culture, the opportunity for brands is to engage with it as an ecosystem of creators, communities and commercial possibilities.

Harsha Razdan, CEO, South Asia, dentsu said, “India has answered the question of how big its gaming industry can become. More than 330 million Indians are Current Pure Play Gamers, and over 100 million are Current Paying Pure Play Gamers. The next chapter belongs to the playmakers: the studios, creators and communities building what the world will play. Our role at dentsu is to help brands find their place in that story. India has proven it can play. Now it is proving it can make.”

Narayan Devanathan, President & Chief Strategy Officer, South Asia, dentsu added, “The real test of an industry is its ability to repeat a breakthrough. India has shown it can build games and reach audiences. The next challenge is to create distinctive IP, strengthen studios and give more Indian games the foundation to succeed globally.”

Siddhartha Laik, Founder & Editor-in-Chief, IWMBuzz Media commented, “The conversation around gaming now extends beyond players to the studios, creators and communities building the industry. That is the shift this report captures, from players to playmakers. A win is a moment; building the pipeline behind it is what moves an industry forward.”

Season 5 of the India Gaming Awards also recognised the gamers, creators and teams shaping the industry, with winners including Jonathan ‘Jonathan Gaming’ Amaral, Shakshi ‘Sharkshe’ Shetty, Siddhant Praveen ‘Shreeman Legend’ Joshi, Yash ‘lolzzz Gaming’ Thakker, Shagufta ‘Xyaa’ Iqbal, Ankit ‘Ankiiibot’ Pandey, Aaditya ‘Dynamo Gaming’ Sawant, Mahek ‘Mizo Plays’ Syed, among others.

The launch builds on the multi-year partnership between dentsu and IWMBuzz Media, bringing together industry insights and recognition of the talent driving Indian gaming forward. The ambition is to help build an industry that creates distinctive games, develops enduring IP and competes consistently on the global stage.