iWorld
Dekkho claims 200% m-o-m growth in first quarter, fastest growing short-format app
MUMBAI: Dekkho, a leading online video streaming platform, has released statistics on its performance, indicating an impressive first quarter for the newly launched brand. The platform has emerged as India’s fastest growing app in the short-format video segment, achieving a whopping 200% month-on-month growth.
Within only a span of three months since its launch, Dekkho’s network has touched over 1,000,000 unique visitors without any ATL marketing campaigns.
Dekkho also received 1000+ reviews with an average rating of 4.6 on the Play Store. Dekkho is available both on iOS and Android.
Having launched its beta version in December 2016, Dekkho went live at the end of February 2017 on iOS, Android and the web. Through its mobile-first strategy, the platform is actively tapping the growing number of smartphone users in the country and offering them the most accessible entertainment options. This is evident in the fact that more than 90% of users on Dekkho consume content through mobile devices. Dekkho aims to take independent creators, which constitute 85% of the video production market to multiple distribution channels, including its native apps, website, affiliate websites, OEMs and Telecom players. The platform focuses on driving a simplified browsing and viewing experience for its users by bringing them the most relevant content through peer group recommendations as well as by matching it with their viewing preferences. In addition, features like sharing videos on social media and artist interactions drive the highest number of young users to the platform with nearly 33%+ users belonging to the 25-34 years age segment. Dekkho is monetised by video advertising, which is currently dominated by Facebook and Google, and is slated to become a Rs 20,000 crore market by 2020.
Dekkho co-founder Tanay Desai said, “Our prime focus has been user retention and engagement through interactive features. We have outdone most short-format peers through superior delivery of video. We are investing in content licensing and upscaling technology infrastructure to offer users with a selection of highly engaging and new-age content on a smart platform. We have creators across music, food, fashion, travel, comedy, lifestyle and fitness. Dekkho feels the pulse of the audience in terms of snackable video and aims to become the default destination for short-format video across multiple languages. Moreover, our collaborations with content creators, telecom operators and equipment manufacturers provide fully customized solutions to meet a user’s daily need for a premium viewing experience. Scripted content has been done with across numerous business models. Various media houses and telcos have tried AVOD, SVOD and TVOD, albeit with lukewarm success. On the unscripted side, which is a way larger pie, we are the company with deep Indian roots. Our long-term goal remains focused on creation of a sustainable, three-way ecosystem for creators, advertisers, and users through a free-to-use service.”
Dekkho has deployed an intelligent content recommendation feature, which has resulted into 1.6x growth in views per user session. Dekkho’s video play rates are over 90%, which is amongst the highest in the premium segment for any OTT platform. The web platform has a watch-time of a staggering 11 minutes+ per visit, while the mobile platform records 8+ minutes of watch-time for each visit. Each user consumes 7 pages on the web platform per visit and 4-5 pages on the app. Live channels and content on Dekkho contribute nearly 3 times to watch-time statistics with a 94% rate of video ad completions. Its weekly and monthly user retention is 2.5-3 times that of the industry average in the short-format category, hosting 60%+ of its user base on a monthly active (MAUs) basis. In a bid to scale its operations, Dekkho has undertaken strategic partnerships with some of the largest OEMs and telecom players for content distribution in order to realize its goal of touching the mass over the next year.
Offering content across various genres like music videos, fashion, food, travel, lifestyle and comedy, Dekkho adds nearly 1000 hours of licensed content from producers and distributors each month to its library. Dekkho’s library consists of over 150,000+ videos, 12,000+ hours of content, and 80+ channels across seven languages.
Gaming
India’s new online gaming rules take effect today, banning money games and creating a regulator
The rules, in force from today, separate e-sports from gambling and impose jail terms and stiff fines on violators
NEW DELHI: India’s online gaming sector woke up this morning to a new reality. The Promotion and Regulation of Online Gaming Rules, 2026, came into force today, May 1st, turning a year of legislative intent into enforceable law. The message from New Delhi is blunt: e-sports and social games are welcome; online money games are not.
The rules operationalise the Promotion and Regulation of Online Gaming (PROG) Act, passed by Parliament in August 2025. Together, they represent the most sweeping regulatory intervention India has made in its booming digital gaming market, one that generated Rs 23,200 crore in 2024 and is projected to grow at a compound annual rate of 11 per cent to reach Rs 31,600 crore by 2027. The stakes, in every sense, could not be higher.
A sector out of control
The urgency behind the legislation is not hard to find. An estimated 45 crore Indians have been affected by online money gaming platforms, with losses exceeding Rs 20,000 crore. Addiction, financial ruin, money laundering, and suicides have all been linked to the sector. Seventy-seven per cent of the market’s revenues came from transaction-based games, a figure that made regulators deeply uneasy.
The government’s response, effective as of today, is categorical. Online money games, whether based on chance, skill, or any mix of the two, are banned outright. So is their advertising, promotion, and facilitation. Banks and payment processors are barred from handling related transactions. Unlawful platforms can be blocked under the Information
Technology Act, 2000.
The penalties are designed to sting. Offering or facilitating online money games can attract up to three years in jail and a fine of up to Rs 1 crore, or both. Repeat offenders face a minimum of three years, extendable to five, with fines between Rs 1 crore and Rs 2 crore. Advertising such games carries up to two years in prison and fines of up to Rs 50 lakh, with repeat violations attracting higher penalties still. Cyber cell officers at state and union territory levels, including at police station, district, and commissionerate levels, are empowered to investigate offences.
The new sheriff in town
At the centre of the new framework sits the Online Gaming Authority of India, a digital-first regulator constituted as an attached office of the Ministry of Electronics and Information Technology, headquartered in Delhi. It is chaired by the additional secretary of MeitY and includes joint secretary-level representation from home affairs, finance, information and broadcasting, youth affairs and sports, and law and justice, a deliberately multi-sectoral design built for a complex sector.
The authority’s powers are broad. It will maintain and publish lists of online money games, investigate complaints, issue directions, orders, and codes of practice, hear appeals on user grievances, and coordinate with financial institutions and law enforcement to ensure effective and timely action.
Its decisions on game classification are to be completed within 90 days, a time-bound commitment that industry players have welcomed after years of regulatory ambiguity. Classification can be triggered by the authority acting on its own initiative, by an application from a service provider, or by a notification from the central government. Games will be assessed on objective factors: whether stakes are involved, whether players expect monetary winnings, the revenue model, and whether in-game assets can be monetised outside the game. The outcome is recorded in a determination order specific to the game and provider.
E-sports gets its moment
While the crackdown on money gaming dominates today’s headlines, the rules also carve out a structured path for e-sports and online social games. Registration, required when notified by the central government, applies to all games offered as e-sports and is based on factors including risk to users, scale, financial transactions, and country of origin. A successful application yields a digital certificate of registration with a unique number, valid for up to ten years. Service providers must display registration details, designate a point of contact, comply with data retention requirements, and follow directions on facilitating payments.
Online money games are explicitly ineligible for recognition or registration as e-sports under the National Sports Governance Act, 2025. The separation is deliberate, and the industry has noticed.
Akshat Rathee, co-founder and managing director of NODWIN Gaming, called today’s operationalisation “encouraging,” pointing to publisher-led registration of esports titles and a time-bound determination process as creating “much-needed certainty for all stakeholders.” He added that the “continued emphasis on clearly separating esports from online money gaming is critical in preserving the integrity of competitive gaming as a skill-driven discipline.” He described it as “a proud moment to see official acknowledgement of the broader benefits of responsible esports and gaming, from building confidence, discipline, and teamwork to creating new career pathways for young talent,” and said the framework sets “a strong foundation for the ecosystem to scale in a more structured and globally competitive manner.”
Animesh Agarwal, co-founder and chief executive of S8UL, was equally bullish. “This clarity is critical in unlocking investor confidence and attracting multi-genre brands, while also enabling organisations to take a more long-term view, whether in investing in talent, scaling teams, or building globally competitive formats,” he said, adding that it “strengthens trust among audiences and mainstream stakeholders, positioning esports not just as a sport, but as a fast-growing youth entertainment category in India.”
But Agarwal urged caution on several fronts. There remains limited clarity around financial frameworks, particularly in how esports earnings are treated by banks and financial institutions. A well-defined pathway for the formal recognition or registration of esports teams is still evolving, as are structured player protections. He also called for smoother visa processes for esports athletes competing in international tournaments and for government support in developing infrastructure, including bootcamps, training facilities, and access to high-performance equipment across titles.
Vishal Parekh, chief operating officer of CyberPowerPC India, pointed to downstream effects on education and careers. “With formal recognition and policy backing, colleges and institutions are more likely to take the sector seriously, whether through dedicated esports infrastructure, training programmes, or curriculum integration,” he said, adding that this helps students view gaming as a viable career spanning roles across competitive play, content, game development, and allied industries. He noted that as esports gains prominence in global multi-sport events, the framework strengthens India’s position in international competitive gaming, and called on the ecosystem to provide the right infrastructure and access to high-performance hardware to unlock opportunities in talent development and job creation.
Protecting users, one safeguard at a time
The rules introduce a layered system of user protections calibrated to the risk profile of each game. These include age verification, age gating, time restrictions, parental controls, user reporting tools, counselling support, and fair-play and integrity monitoring. Service providers must disclose their safety features and internal grievance mechanisms when applying for determination or registration.
A two-tier grievance redressal system sits atop these safeguards. Users who are dissatisfied with a platform’s resolution can escalate to the authority within 30 days. The authority aims to dispose of such appeals within a further 30 days. A second appeal lies before the secretary of MeitY, who must also endeavour to resolve matters within 30 days. Enforcement proceedings will be conducted in digital mode wherever possible, with cases targeted for resolution within 90 days from receipt of a complaint.
Penalties under the framework are proportionate, taking into account gain from non-compliance, loss to users, the gravity of the offence, and whether violations are recurring. Mitigation efforts by service providers will also be considered when determining penalties. All penalties imposed under the Act will be credited to the Consolidated Fund of India.
The money follows the rules
For investors and founders, the implications are immediate and significant. Sagar Nair, head of incubation at LVL Zero Incubator, a 100-day sprint designed to accelerate early-stage gaming startups across India, argues that with real-money gaming now prohibited, capital will shift “away from transaction-driven models toward content-led, IP-driven, and global-first gaming businesses.” He acknowledged trade-offs: for operators with exposure to real-money formats, the market becomes more restrictive in the near term. But he argued that by clearly separating esports and non-money gaming from online money gaming, “India is positioning itself as a hub for responsible, creative, and scalable game development.” The opportunity, he said, is “to view India not just as a monetisation-first market, but as a talent, IP, and scale market,” adding that “for founders and investors willing to adapt, this shift could ultimately strengthen India’s position in the global gaming landscape.”
The government frames the wider impact in equally ambitious terms: a boost to India’s creative economy and digital exports, new career pathways for young people, protection for families from predatory platforms, and a stronger voice in global digital governance. India, it argues, offers a model for other countries grappling with the same tensions between gaming’s economic promise and its social risks, one that shows innovation and strong safeguards need not be mutually exclusive.
Whether the framework delivers on those promises will depend on enforcement, always the hardest part. But from today, the architecture is firmly in place: a regulator with teeth, a classification system with deadlines, penalties designed to deter, and a clear dividing line between games that build careers and games that destroy finances. For a sector that has grown fast and governed itself loosely, May 1st, 2026 is the day the free ride ends.
