Google Proposes Major Overhaul to Play Store and Ad Rules for Real-Money Gaming in India Amid Antitrust Probe
- Sagar Mankar
- Jul 31
- 3 min read
Google has offered a significant policy change in India by proposing to open its Play Store and advertising channels to a wider range of real-money gaming (RMG) apps, as part of a move to resolve an ongoing antitrust case filed by WinZO Games.
The proposal comes at a time when India’s online gaming market is booming, with RMG apps like Dream11, MPL, RummyCircle, and Ludo dominating industry revenues.
The Competition Commission of India (CCI), which has been investigating Google’s practices in this space since late 2024, now released a public notice on Wednesday on July 30 — first reported by TechCrunch — seeking comments on Google’s “commitment proposal.”
At the heart of the proposal is a plan to expand Play Store access beyond just rummy and fantasy sports apps to all real-money games that are deemed compliant with Indian law.
Background: A Longstanding Dispute
The case began after WinZO filed a complaint claiming that Google’s 2022 pilot program — which only allowed fantasy sports and rummy games on the Play Store — but not games like carrom, puzzles, and car racing — was discriminatory.
That pilot was launched following a Supreme Court ruling in 2021 that classified these games as "games of skill," rather than gambling or "games of chance," which are legal under Indian law.
However, the exclusion of other real-money games from the pilot led WinZO to escalate the matter to the CCI, which began a formal probe in November 2024. The Commission noted that such "preferential treatment to select app categories" could create "a two-tier market," where certain developers receive better access and visibility, while others face discrimination and a competitive disadvantage.
What Google Is Offering
To address the CCI’s concerns, Google’s proposal outlines several key changes:
Expanded Access to All RMGs: Google will allow the distribution of all real-money gaming apps that are self-declared as legally permissible games of skill, provided developers can show certification from an authorized third party — such as the All India Gaming Federation (AIGF), E-Gaming Federation (EGF), or Federation of Indian Fantasy Sports (FIFS).
End of the Pilot Program: The existing pilot for rummy and fantasy sports will be discontinued, effectively removing any preferential treatment previously given.
Updated Developer Policies: Google’s Developer Program Policies will be revised to reflect the broader access and establish clearer guidelines for all RMG developers.
Ads Policy Overhaul: Google will also allow advertising for RMGs that are certified as games of skill, again based on validation by third-party industry bodies. This change aims to remove restrictions previously placed on non-fantasy/non-rummy RMGs.
Timelines: If approved by the CCI, the Play Store changes will take effect within 120 days, while the ad policy changes will roll out within 150 days.
Bigger Stakes in a Growing Market
This proposal is not just about regulatory compliance — it’s also a strategic business move. According to a joint report by WinZO and the Interactive Entertainment and Innovation Council (IEIC), India’s RMG segment accounted for 86% of the country’s total gaming revenue in 2024, amounting to ₹274.38 billion (about $3 billion). While that share is projected to decline slightly to 80% by 2029, the overall gaming market is expected to grow to ₹785.51 billion ($8.9 billion).
By allowing more RMG apps on its platform, Google could unlock new revenue streams through commissions and ad sales, giving it a stronger foothold in one of the world’s largest mobile-first markets.
Payment Warnings and Google Pay
The CCI also examined allegations that Google displayed payment warnings selectively for RMG transactions. In its response, Google denied these claims, stating that warnings are implemented uniformly based on objective criteria, not app category or developer status. The company said the warnings are mandated by financial authorities like the Reserve Bank of India (RBI) and the National Payments Corporation of India (NPCI) to enhance user safety.
What Happens Next?
Google’s proposals are now open for public feedback, after which the CCI will decide whether to accept them. If approved, the changes would mark one of the most significant shifts in India’s digital gaming and app distribution landscape to date.
While the regulator has yet to conclude whether Google engaged in anti-competitive behavior, the proposed commitments are designed to pre-empt further scrutiny. They could also offer a much-needed boost to smaller gaming startups currently forced to distribute their apps via external APK downloads due to Play Store restrictions.
Source: TechCrunch
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