The online casino market is enjoying widespread growth. While there are some grey areas regarding the regulations across the country about its legality, that hasn’t stopped the industry from experiencing sizable increases.
In 2024, it was estimated to have reached a market size of $2.9 billion. It is expected to reach $5.7 billion by 2033, with a compound annual growth rate (CAGR) of 7.78% between 2025 and 2033. This highlights just how big the market is and why developers need to create multilingual and culturally relevant games.
India’s need for multilingual and culturally relevant casino games
India’s casino market has continued to experience growth for various reasons, which has made it an intriguing proposition for game developers and even investors. They recognize that it is a market in which they can enter and further expand their revenues significantly. It’s essentially an untapped area, but it is one that needs to be navigated with care.
Culturally relevant casino games
Although gambling is a murky area for the country in terms of its laws, it’s an entertainment activity that has a long-standing tradition. There are many games that originated from the country, with Teen Patti and Andar Bahar being staples. Many of these have become so ingrained within casino gaming that there are operators who continue to look for the best Teen Patti software available to ensure they can provide seamless experiences to players who wish to play this Indian variant of poker.
With companies like Live88 able to provide innovative solutions that can provide an authentic and cultural experience, these games are being replicated in a way that non-Indian players can enjoy. With the casino market gradually entering the domestic market, these titles are likely to appeal to players more so. It will mean operators must ensure they use culturally relevant casino games that are authentic and offer a genuine gaming experience.
Players will expect to receive sessions that they are familiar with while being met with simplicity simultaneously. They will want to play the games they have loved and enjoyed with ease while remaining true to their culture.
Multilingual sensitivity
The nation – which is home to the second-most people in the world, with a population of over a billion and just behind China – is formed of many different cultures and communities. This is something that developers have to make sure they cater to. A total of 22 languages are recognized as being the official dialects of India. However, it can become even more complex as estimates suggest there are actually 121 languages spoken by 10,000 or more people, while the 2011 Census identified over 19,500 mother tongues.
It can create an issue for developers and brands looking to enter the Indian market, as they need to ensure they use the right languages to target people of a specific community or demographic. English might not be enough in some areas, while Hindi, Tamil, Telugu, Bengali, and others may not always be spoken in parts of the country.
While localization techniques will help them to understand what languages are a must for the audience they are targeting, it can come at a cost. Accessibility may be restricted if not all languages are made available. At the same time, platforms must incorporate regional idioms and gambling-specific terminology to create intuitive experiences. It is critical for players navigating bonuses, game rules, or payment options.
What impact can have multilingual and culturally relevant casino games have?
It is clear that there are several opportunities available to brands that look to expand access for Indian players and introduce multilingual and culturally relevant casino games into their portfolios.
As mentioned, it can make their sites more accessible. Players want to play games that they are familiar with and associate themselves with. Many Indians will immediately look for games that connect them with their culture or have enjoyed before. Teen Patti and Andar Bahar are extremely popular games, and if operators provide these with an acceptable design, they can form a sense of connection with players. It can keep them coming back and playing more, which means they’ll spend more.
Of course, focusing on a multilingual aspect will allow casinos to communicate with their target audience, which can enhance the relationship and effectiveness they have with players. As revealed, India is split up into several different communities, with many speaking their own dialects or mother tongues. Not everyone will be proficient enough to communicate in English or other major official languages recognized by the country.
With multilingual support in place, players may feel that they are valued as the casino shows that they care about them. They may feel more connected to the games that they play, as access hasn’t been restricted as it may have been in the past.
There can be some concern regarding this aspect, though, as cultural insensitivities may be experienced if casinos don’t use experts or local people. Games that are too heavily infused with perceived Indian culture may come across as mocking or distasteful, which could create a negative experience. Additionally, due to the sheer magnitude of cultures in India, making one available and not another may cause a disconnect from audiences. It’s a fine line that needs to be balanced.
Final Thoughts
The Indian online casino market is very appealing to operators and game developers. Still, it’s one that will need to be approached with care, given the amount of diversity across the country.
Multilingual and culturally relevant casino games are a good step when expanding access to Indian players. However, caution still needs to be exercised regarding how much else needs to be considered.
Also read: Could Live Casino Be The Next Frontier For Franchise Expansions?
