Dream11’s free-to-play pivot attracts leading Brands to engage with Millions of Sports Fans

Dream11, the world’s largest fantasy sports platform, announced a pivot to a free-to-play product with ads and sponsorships. This new format is garnering significant interest from millions of users who can now play for free to win prizes every day, and in turn, advertisers that are eager to tap into its 250 Million user base. Dream11’s user community spans India’s metros through to Tier 4 markets, uniting sports fans from every corner of the country. Nearly 70% are in the 18–35 age group, with another 25% between 35–60, reflecting both youth passion and mature audiences with spending power. This scale and diversity give advertisers confidence that Dream11 connects them to one of the most engaged and representative sports audiences in India.

Dream11’s pivot, coupled with 10 Million daily active users, opens up exclusive, high-impact opportunities for brands to connect with cricket audiences. Unlike passive advertising, Dream11integrates brands directly into the competition, where users play for free to win prizes, making every brand interaction active, memorable, and measurable. Leading advertisers across various categories, such as Swiggy, Astrotalk, and Tata Neu have already partnered with Dream11, seeing strong engagement from cricket fans. Brands can also tailor their campaigns to different cohorts, whether engaging young, mobile-first fans, families in smaller towns, or seasoned cricket lovers in metros, making every campaign contextually relevant.

Vikrant Mudaliar, Chief Marketing Officer, Dream Sports, said, “Over the years, many brands have shown strong interest in partnering with Dream11, and now, after our pivot to free-to-play fantasy sports, we have begun onboarding them selectively. Our new model ensures that every cricket fan can join the action completely for free, test their strategy, compete with millions of other sports fans, and win cash prizes and exciting brand-backed rewards. India’s passion for fantasy cricket continues to drive remarkable engagement, and product integrations like live cricket streaming within Dream11 via our portfolio platform, FanCode, mean that sports fanswill always find fresh and engaging content. This journey of reimagining fantasy sports makes the experience more inclusive, competitive, and passion-driven, while giving advertisers quality reach, measurable engagement, and access to a very rich audience of millions of historically transacting users.”

About Dream11

Dream11 is the world’s largest fantasy sports platform with over 250 million users and is the flagship brand of Dream Sports, India’s leading sports technology company. Its portfolio includes FanCode, India’s digital sports destination; DreamSetGo, a premium sports travel platform; and Dream Cricket, a AAA mobile sports game. Dream Sports also runs the Dream Sports Foundation, which nurtures young talent for athlete development and supports the growth of India’s sports ecosystem.