With the Competition Commission of India (CCI) launching an investigation into Google's restrictive policies on real-money gaming (RMG) applications, India’s digital gaming industry is witnessing a regulatory showdown. The incident came to light when a leading Indian gaming platform, WinZO, accused Google of discriminatory policies favoring a few gaming apps while excluding others.
These developments have added to the regulatory challenges Google has faced in India. Earlier, the company was penalized for abusing its dominance in the Android ecosystem by enforcing restrictive policies that favored its own services over competitors.
. In 2022, the European Commission fined Google €4.34 billion ($5 billion) for favoring its search engine and Play Store ecosystem.
. In 2021, South Korea’s Fair Trade Commission fined Google $177 million for anti-competitive Play Store policies.
All About Google's Gaming App Policy and WinZO’s Complaint
The controversy traces its roots to 2022 when Google revised its gaming app policy and permitted a few RMG apps, mainly fantasy sports and rummy, on its Play Store. However, WinZO’s app, which offers a wide range of games like carrom, puzzles, and racing, was excluded. As a result, the company argued how Google’s selective acceptance has generated a two-tier system that favors some developers while disapproving others.
As per the CCI order, “By granting preferential treatment to select app categories, Google effectively creates a two-tier market where some developers are accorded superior access and visibility while others are discriminated against and thus, left with a competitive disadvantage.” The regulator also stated that Google may have violated Sections 4(2)(a)(i), 4(2)(b), and 4(2)(c) of India’s Competition Act and a detailed investigation was required to look through the issue.
Moreover, WinZO went on to criticize Google for what it calls an “unreasonable and restrictive” approach due to which developers are forced to distribute their apps outside the Play Store through direct downloads via the sideloading method. The company further alleged that when users attempt to make payments, Google begins flagging the platform as risky, thereby warding off potential players.
Regulatory and Market Implications
India’s online gaming industry is at a critical juncture as regulatory uncertainty has clouded its rapid expansion. Despite the Indian government actively working on new regulations introduced in 2023 and 2024, challenges remain.
. India’s gaming market is projected to grow from $3.7 billion in FY24 to $9.8 billion by FY29, reflecting a 20% CAGR, according to a 1Lattice report.
The introduction of 28% GST on gaming transactions in 2023 has added further strain to the industry, significantly impacting revenue streams for major gaming firms.
. Reports indicate that leading gaming companies like Dream11 and MPL have experienced revenue declines of 20-30% in FY24-25, driven by the increased tax burden
With both taxation and Google’s restrictions in play, many RMG platforms now struggle to scale their operations in India, leading to slower innovation, investor uncertainty, and a shift toward offshore markets.
Case Study of Alternative Strategies
As regulatory and platform restrictions tighten, many emerging gaming platforms are adopting alternative distribution strategies to circumvent Google Play’s limitations. Brands like Parimatch and other web-based new casinos bypass these restrictions by offering direct APK downloads while leveraging influencer marketing on platforms like Telegram and YouTube to engage Indian players effectively.
Following this approach helps gaming companies to maintain user engagement without relying on Google’s ecosystem. These methods involve distributing APK files directly through their websites, which allows them to avoid Play Store commissions and restrictions on payment processing. Additionally, they can also seek influencer-driven marketing that helps build trust and visibility in a market where digital word-of-mouth plays a crucial role.
Another emerging trend is the development of web-based gaming platforms. Here, games run directly in browsers without requiring a Play Store listing, providing a seamless user experience while bypassing App Store policies altogether.
Next Steps to Watch for in the Investigation
If the CCI enforces regulatory action against Google, it could reshape India’s digital gaming landscape with fair competition and greater accessibility for gaming platforms. Meanwhile, the industry's swift adaptation to alternative distribution strategies signals that Indian gaming firms are ready to challenge the status quo-whether through legal battles or innovative market approaches.
Simultaneously, we see several gaming platforms already adapting to the situation by utilizing alternative distribution models, exploiting influencer networks, and investing in direct user acquisition strategies.
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