Melbet development analytics in India (August - December 2025)
The material is based on data from specialized analytical services. The indicators used are estimates and may have statistical errors..
The Interest Index is a summary indicator, reflecting the dynamics of targeted search queries for a brand in a specific region.
Market Profile
Melbet, initially oriented to the CIS markets, continued to strengthen its position in India even after the introduction of restrictions on RMG games in August 2025 year. Post-ban dynamics showed an increase in interest in the brand, which indicates successful adaptation of the strategy to new conditions. Despite the virtual impossibility of direct marketing, the operator was able to maintain presence and recognition through workaround tools and alternative channels of interaction with the audience.
Features of the Indian market
India remains a complex and fragmented market with a number of characteristics:
- multilingualism: besides Hindi, Regional languages are actively used (Bengal, Tamil, Marathi, telugu)
- formal ban on gambling, while the actual functioning is through offshore platforms
— high activity in small and medium-sized cities
- the key role of cricket, при поддержке football и кабадди
— when choosing a platform, users focus on stability, accessibility and convenient payments, and not of image
— prevalence of fast transfers, including UPI and agent networks
- tendency to small, но регулярным депозитам
— higher efficiency of native and entertainment content compared to direct advertising
Key growth drivers
Melbat Live
Melbat Live became a tool for the brand to bypass advertising restrictions. The platform was used as a sports media shell, allowing you to maintain your presence in the information field.
Even before the tightening of regulation, partnerships were formed with clubs and cricket teams, which ensured offline integration- And online-среду: from player uniforms to digital channels. After the ban, the emphasis shifted towards fan content: ticket drawings, конкурсы и совместные активности с командами позволили удерживать контакт с аудиторией уже без прямой привязки к гемблингу.
Melbet Night Show
In the post-ban period, an entertainment format featuring Monami Ghosh was launched. Formally it looked like a show, but actually performed the function of engaging and attracting new users.
Content was built around interactive mechanics: quizzes, задания и скрытые промокоды, which the viewer had to find while watching. Next, the code was entered on a separate page, which made it possible to replenish the balance of the game account. This approach lowered the barrier to entry and turned browsing into a manageable funnel for transition to the platform..
Social media
After the introduction of restrictions, Melbet refocused content on social networks to be interactive. Each post served as a trigger to action:
— guessing games via emoji
- mini-puzzles and tasks
- “find the word” formats
— опросы и прогнозы на матчи
- competitions with prizes
Even standard match posts turned into a reason for engagement. This approach allowed us to keep the audience’s attention and maintain activity without directly mentioning rates.
Bottom line
After the introduction of restrictions, Melbet not only maintained its position in India, but also increased interest in the brand. Growth was achieved due to a shift towards content and native formats, creating alternative entry points and constant user interaction, bypassing direct advertising.
