iWorld
Thailand’s video industry leaders optimistic about future at AVIA conference
Mumbai: Over 150 industry leaders gathered in Bangkok for the Asia Video Industry Association’s (AVIA) Thailand in View conference, for a day of discussions centered around the state of video in Thailand, the Supremacy of Content and Boosting Advertising Revenue, before closing off with a keynote address on the Big Picture.
There was much optimism on the future of video and content, with many speakers agreeing that it was indeed Thailand’s time on the world stage. In his welcome address, Sompan Charumilinda, executive vice chairman, True Visions Group, said that in a world where content was resonating and spreading across borders, we’ve now seen the success of Asian, and Thai content, with its heritage of content production second to none.
Commissioner Pirongrong Ramasoota of the National Broadcasting and Telecommunications Commission (NBTC), Thailand, expanded on the potential for Thailand, sharing that soft power was now a major national strategy, to address the lack of unified regulations and the lack of a strategic database of its creative and content centre, for effective policy execution. With 11 sectors to focus on, from film and gaming to fashion, although it was too early to predict its success, it was certainly a welcome direction. Commissioner Pirongrong also added that its key role was to regulate as well as promote the audio and video landscape, to make it fit for purpose in the digital age, economically, socially, and culturally. With the strength of the Thai industry lying in the diversity of its content, the NBTC was also looking to promote content that reflected diversity and cultural uniqueness, and with the potential to be coproduced with other countries as well.
Content was also a key focus for the streaming platforms. Kanokporn-Jay Prachayaset, country manager, WeTV Thailand, Tencent Thailand, shared that while growth has slowed down post-pandemic, WeTV remained optimistic, pursuing local originals more aggressively, and taking another step into producing original variety content. And for both iQIYI and WeTV, AI was already in play, increasing efficiencies and cost reductions, with Parnsuk (Poppy) Tongrob, country director for Thailand, iQIYI, adding that “iQIYI is AI presented by creative talent.”
Winradit (Win) Kolasastraseni, president, Digital Media, True Digital Group, also said that production was not just for the Thai audience, but for a global audience. However, what you do next after investing in local content was key, with a need to increase the value creation upstream to further downstream in distribution and monetization. “People are now recognizing that Thai can be a Korean option or even a better version,” said Win.
For Danny Chung, head of talent and content development, THEBLACKSEA, there were technical hurdles that needed to be overcome such as infrastructure and government assistance, which was essential to the growth of Korean content and culture to the world. While there was no lack of content, there also needed to be the exchange of opportunity. “Neighbours within Asia have their own strengths and weaknesses, we can help each other, and give our pool of talent global visibility and the platform to access the rest of the world,” said Chung.
However, with piracy remaining a scourge in Thailand, Sirapat Vajraphai, director of copyright office, Department of Intellectual Property (DIP), Thailand, placed emphasis on public awareness to understand the importance of copyright to reduce copyright theft. The general population has to understand that it is illegal and hurting the ecosystem and the creative economy, and ultimately hurting the consumer. And with creative content changing at a very fast rate and moving into streaming, what the DIP is doing is to enhance the fundamentals to match what is changing, and trying to change the law to place special emphasis on the rights of actors and how they can be better protected for streaming and online.
Expanding on the topic of showcasing Thai soft power to the world, BEC World president of TV business and executive director Surin Krittayaphongphun said that soft power was very important for the entertainment industry and for its content to travel the world, and soft power was the weapon to bring more visitors in and showcase the country as well. For Birathon Kasemsri Na Ayudhaya, chief content strategy, investment & partnership officer, CP Group and True Corporation, soft power was about building brand love for Thailand. “Soft power is created by emotional value and emotional connection and video is the intersection of every form of emotional communication,” he added.
However, not all video was perceived equally, as shown in the results of AVIA’s Thailand consumer research on usage and attitudes towards mass and premium OTT platforms, presented by AVIA CEO, Louis Boswell. Although mass platforms, such as social media and user-generated content, marginally outperformed premium OTT at the category level in terms of having high-quality content, this result was driven mainly by two high-volume UGC platforms. When looked at as individual services, Seven of the top 10 platforms ranked as having the highest quality content were premium OTT. Furthermore, when it came to the highest attention levels, six of the top 10 services were premium OTT. And for video platforms that Thai consumers would recommend, seven of the top 10 platforms were premium OTT.
For Rathakorn Surbsuk, head of addressable TV Solution – Indonesia, Thailand, and Vietnam Cluster, GroupM Nexus, premium was not just talking about the price, but also the quality of content, and a safe environment for brands, with content produced by professionals. Said Surbsuk, “Clients can open their stores anywhere, but they would choose the right environment and the premium location that offers quality. . . in order to differentiate themselves from competitors and position themselves in the right place that reflects positively for the brand.” He also predicted that in three years’ time, the level of spending on premium OTT will grow five-fold.
Closing off the conference with his view on the future of content was the group chief executive officer of The One Enterprise, Takonkiet Viravan. “For Viravan, each project had to have a different balance between commercial and art to be successful, and it was becoming more and more important today, as you could no longer depend just on local advertising. With the need to go international, the content should be Thai as the selling point, but the execution and the style of storytelling needed to skew more towards western and international preferences, as a good balance. Although it was more of a challenge, it also gave more opportunities to tell different stories that appealed to different people,” he said. “You have to know your product and know which demographic it will appeal to. You have to put it where the viewers are,” added Viravan. And with the strong ecosystem that One Enterprise had as a content creator and distribution channel, coupled with the launch of their own OTT platform, OneD, producing their own originals to attract the streaming audience, Viravan remained cautiously optimistic for the future.
Thailand in View is proudly sponsored by Gold Sponsors True Visions and True Visions Now, and Silver Sponsors A+E Networks Asia, Akamai, NAGRA and PubMatic.
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.
