iWorld
Insider’s view on how to bridge video monetisation to optimise revenues
Mumbai: Most common reasons for video revenue loss for publishers in India range from factors including inventory control, underutilisation of video advertising, traffic quality and not taking advantage of the latest technologies available.
Some of these issues and their solutions were discussed during a webinar- ‘Bridging Video Monetisation to Optimise Revenues’ organised by Indiantelevision.com in association with Aniview on Tuesday. The virtual panel discussion was moderated by Indiantelevision.com Group founder, CEO, and editor-in-chief Anil Wanvari.
Experts discussed, how better content experience, fuller transparency, a self-service platform with better control on the video player, along with having an experienced team to operate the platform could drive higher revenues.
According to end-to-end video advertising and monetisation solutions provider Aniview, business director-APAC, Matthew Bray, currently India is the fastest-growing internet advertising market in the world, and video remains the most popular ad format. “It’s the sixth-largest market in consumption of video ads,” said Bray about the video advertising landscape in India.
Amongst the reasons for the loss in video revenue, Bray cited poor content experience, heavy player, player loading issues, inventory loss, lack of transparency on traffic insights among others. Non-adherence to Google policies and underutilisation of Google Adx are other primary causes of video revenue loss, Bray said. “Many publishers in India leak video revenue & underutilise their own video content on a regular basis,” he said, adding that full control over a video player can lead to an increase in revenue. “Google will likely remain the dominant SSP for video.”
According to HT Digital’s Prasad Sanyal, underutilisation of inventory plagues almost all publishers in India. “We are looking at avenues where we can have more control over our video assets & monetise them better,” he added.
By running a video player in these placements publishers can make better use of their own video content to engage their users and create more ad opportunities. While it not only allows full control over ad placements, player behaviour, and ad breaks, it leads to the creation of better quality traffic that drives higher CPMs. When deployed correctly this can even lead to significant revenue lifts. Aniview cited Jagran as a successful case study, as it has more than doubled its revenue on some ad placements on article pages by deploying Aniview.
“With Aniview we got a white label solution. There are the cities, and tier-2, tier-3 segments too, for all of which we need to create separate segmentation as per the category,” shared Jagran New Media, AVP and head-ad monetisation and strategic partnership, Dinesh Joshi. “We also produce a lot of text content, but definitely video is going to be big in the near future. Jagran is working on branded content on the video side, we have to work on the monetisation front too.”
HDFC Bank, vice president, and head- digital marketing, Jahid Ahmed, said, regulations apart from basics like viewability can give a lot of confidence on rolling out a video across platforms. Also, the decision on which video is to be used where- that also plays a significant role, he added.
Social Beat co-founder and director Vikas Chawla highlighted the need to scale up the inventory for advertisers to see it as a viable option to do large campaigns.
“Most of us have invested in analytics significantly, but we have a long way to go before advertisers get comfortable with us,” added HT Digital Streams’ Prasad Sanyal.
Manorama Online’s general manager (digital) Sathyajith Divakaran shared, “We have an OTT platform which is exclusively video-led and we only encourage video ads. We are clear in what we can offer as ads as we know which shows attract a certain kind of audience. It is just that the video inventory available is not utilised fully despite having a number of partners on board.”
According to Matthew Bray, Video is going to keep growing in India & in order to sell the inventory created one needs to have a system that they can properly control. “Then you see better yields and more video views because you can control the content,” he said, adding that there are exchanges in India that are having trouble moving video content because there isn’t enough inventory being created.
Sharing that increasingly they are evolving to a point where they know what to do with their inventories, HT Digital’s Sanyal said, “At HT we are getting to a stage where we should be able to drive more revenues out of videos & also do better videos in the process. We hope to deliver better value to our readers and viewers.”
HDFC Bank’s Jahid Ahmed said that every platform is evolving in its own space and it’s great to see such platforms coming up that helps publishers in their cause. He added, “It’s right to outsource such expert work instead of all platforms trying to do everything by themselves. For discoverability of our product-led videos, if some platform smoothly integrates with our CMS & gives good info to our users, then why not,” added Ahmed.
Talking about the near future Ahmed said, “Digital is growing significantly at 35 to 40 per cent Y-O-Y, and within digital, video-led content consumption is one key aspect we are focused on. Video along with a combined vernacular, with personalised elements like geography/ gender, is the way to go.”
All the panelists were in agreement on the significance of video content in today’s times.
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.
