Sports have always been about big audiences — and today, those audiences go way beyond stadiums. Take the Super Bowl, for example. The NFL’s championship game draws hundreds of millions of viewers, and ad slots during the broadcast become the most expensive in the world — with 30 seconds of airtime going for over $7 million. It’s more than a game — it’s a global cultural moment, blending sports, entertainment, and big money.
But what if we told you there’s another tournament that gets just as much attention in certain GEOs as the Super Bowl does in the U.S.? Even better — it lasts around two months, meaning more time to boost conversions, player ARPU, and ultimately, your CPA and RevShare earnings.
Yes, we’re talking about the IPL — the Indian Premier League. During the IPL season, traffic to sports websites sees a noticeable increase, and betting activity rises in key GEOs. Last season, IPL broadcasts reached 505 million viewers, with 64.1 million watching the final match live.
What Is the Ipl, and Why Does It Matter?
The IPL (Indian Premier League) is the biggest and most prestigious club-level cricket tournament in the world. It features 10 teams representing different cities across India. The format is a bit like the old-school UEFA Champions League — teams first go through a group stage, playing each opponent twice (home and away), and then the top 4 move on to the playoffs. The final stage includes qualifiers, semifinals, and the grand final to crown the season’s champ.
The IPL is played in the T20 format*, where an average game lasts around 3 hours — making it perfect for today’s fast-paced audience.
Just like in other team sports, fans love betting on IPL — from classic match outcomes and total runs to player-specific props and performance predictions. For PIN-UP Partners, IPL is one of the biggest events of the year. Players from India and Bangladesh get access to one of the widest betting lines in the industry, packed with markets on just about everything — all backed by a top-tier betting product tailored for these GEOs.
Need tips on driving traffic to India or Bangladesh? Hit up our Telegram bot.
* T10 and T20 are the two most popular cricket formats, defined by how many “overs” (sets of six balls) each team plays. In T20, teams play 20 overs each. In T10, it’s just 10 overs, making the game much shorter and more fast-paced. You can think of it like the NHL — regular game time is played 5-on-5, but in overtime, it switches to 3-on-3 for more dynamic action.
Major tournaments like the ICC Cricket World Cup and ICC T20 World Cup use the T20 format because it’s a fan favourite and works great for commercial leagues. T10, meanwhile, is used in newer events like Abu Dhabi T10, designed for quick thrills and a fresh crowd.
IPL Audience: Segment Smart, Convert Better
Just like with any sport, understanding your audience is essential for running effective campaigns. Even the best creatives can fall flat with poor targeting — like promoting Barcelona or Athletic Bilbao ads to dedicated Real Madrid fans. Not exactly a winning move.
The same logic applies to the IPL in India. Each region roots for its own team, and local loyalty runs deep. To really nail your campaigns, you’ve got to understand who supports whom and tailor your approach accordingly. Smart segmentation = higher engagement and better results.
The most popular IPL teams:
- Chennai Super Kings
- Fans: ~40–45 million
- Why they’re popular: One of the most consistent teams in IPL history — made it to the playoffs in 12 out of the last 14 seasons.
- Key regions: Tamil Nadu, South India (Kerala, Karnataka), and northern states like Maharashtra and Uttar Pradesh.
- Mumbai Indians
- Fans: ~35–40 million
- Why they’re popular: A star-packed lineup and huge backing from Bollywood celebrities make them a fan favourite.
- Key regions: Maharashtra (especially Mumbai), Gujarat, Rajasthan, Delhi.
- Royal Challengers Bangalore
- Fans: ~25 million
- Why they’re popular: Because Virat Kohli, the face of the league, plays here. Enough said.
- Key regions: Karnataka (Bangalore), South India (Tamil Nadu, Telangana).
- Kolkata Knight Riders
- Fans: ~15–20 million
- Why they’re popular: Regular title contenders, with their latest win in 2024. But beyond that, the team has a deep emotional connection with fans in Bengal — similar to how FC Barcelona is more than a football club to Catalans.
- Key region: West Bengal (Kolkata).
When running IPL campaigns — use familiar faces and team colors. Local pride and star power are huge in India and nearby GEOs. Picking the right player or team for your creatives can seriously level up your campaigns and conversions. Next up: let’s check out the TOP 3 IPL players who spark the most engagement with the audience.
Top IPL players by fanbase:
- Virat Kohli
The undisputed superstar of the IPL. Think of him as the Lionel Messi or Michael Jordan of Indian cricket. He’s the face of Indian cricket and one of the most marketable athletes in the world.
- Fanbase: ~350 million.
- MS Dhoni
A true legend. Even after hinting at retirement, Dhoni is back for one more season in IPL 2025 — and the fans couldn’t be happier. His leadership and calm persona have made him a national icon.
- Fanbase: ~200 million.
- Rohit Sharma
Known for his massive hitting power, Rohit is one of the most exciting players to watch. His fanbase might be smaller than Kohli’s or Dhoni’s, but we’re still talking 100 million devoted supporters — not exactly small numbers.
- Fanbase: ~100 million
What Traffic Sources Actually Convert?
If done right, IPL campaigns can perform well across a variety of sources. In fact, in this GEO, even conditionally free traffic sources (local TikTok-style apps) are showing solid results. But if you’re just getting started or want to scale smart, here are the top sources to prioritize:
Cricket-Focused Platforms
Cricket is the main traffic driver in India, and websites dedicated to the sport are some of the best entry points for reaching highly engaged users. Sites like Cricbuzz, Cricket World, Flashscore, or Sofascore — these aren’t just scoreboards; they’re content hubs packed with insights. These platforms show how top Indian operators run their funnels and creatives. A common pattern:
- Simple message (usually centered around a welcome bonus)
- Recognizable player images or team’s logos
- Static visuals + dynamic elements (team logos, odds, match countdowns)
You can build your own creatives using the same playbook. And if you need a hand with visuals or ad logic, just reach out to your manager or message us directly on Telegram — we’re happy to help.
Twitch и Kick
Influencer marketing has proven its strength in the betting vertical — and in cricket, it performs exceptionally well. Just look at the 2023 IPL final: it broke the record for simultaneous live streams with 10.7 million viewers on Hotstar, highlighting the surging popularity of cricket streams.
These streams aren’t just about watching — they’re highly interactive. Viewers discuss match moments, break down bets, and get emotionally invested in what’s happening on-screen. One of the most effective conversion formats is live betting during the stream, where the streamer explains their picks and reacts in real time. It creates a powerful sense of connection and authenticity.
For new users, this format also removes a lot of friction — they get to see how betting works in the moment, making it feel more accessible and exciting.
Facebook (Meta)
The classic that never dies. Facebook still crushes it in India and Bangladesh — no surprise there. The platform works especially well when you combine trending IPL match hype, familiar player images, and emotionally-driven messaging. Test different formats — static banners, videos, carousels — and FB can easily become one of your top sources of cricket traffic.
To help you get started, here’s a quick cheat sheet for campaign settings:
Target age & devices
- Broad segments: 23–64, 24–64, 25–64
- Narrow segments: 21–45, 23–55
- Devices: Android 8.0+ / iOS 13.0+ (or Android 9.0+ depending on the offer)
Top Indian regions to target
Andaman and Nicobar Islands, Andhra Pradesh, Assam, Delhi, Gujarat, Haryana, Kerala, Maharashtra, Nagaland, Odisha, Rajasthan, Tamil Nadu, West Bengal, Daman and Diu, Goa, Bihar, Madhya Pradesh, Uttar Pradesh, Chhattisgarh, Telangana.
And don’t forget about big cities like Mumbai, Delhi, Bangalore, and Hyderabad, where income levels are higher and users tend to spend more.
Formats:
- PWA – works the same way it does in other GEOs. Same pros and cons.
- APK – believe it or not, even in 2025, many Indian users still prefer downloading APKs out of habit
ASO
Working with ASO is hands down one of the easiest and most effective ways to bring in high-intent users. A well-optimised app page — with the right description, keywords, ratings, and visuals — can generate a ton of organic traffic.
The key is to leverage the hype around IPL. Mention popular teams and players in your title and keyword strategy, use dynamic match-related screenshots, and make sure your visuals are clean and eye-catching.
Don’t overlook search queries related to competing apps, both local and offshore. Interesting to know that offshore brands often have a higher trust level among local users, mostly because people assume these platforms are safer. That’s important to keep in mind when selecting your ASO keywords.
Some of the most-searched offshore brands in India include: Betway, 1xBet, Parimatch, Dafabet, Bet365, Melbet, Stake, 10Cric, BetOnline, Bovada, Rajabet.
On the local side, things get trickier. Online betting laws in India vary by state — and in many places, it’s not legal at all. That’s why platforms like Dream11 (fantasy sports) are crushing it. Users create virtual teams made up of real players and earn money based on how their picks perform.
Fantasy sports in India operate in a regulatory gray area — in many states, they’re considered skill-based games, not gambling. This loophole has opened the door for other platforms like My11Circle, MPL, and Gamezy, which also let users win real money through predictions. Keywords tied to these platforms are also worth targeting in your ASO strategy.
SEO
SEO is one of the most profitable traffic sources in betting. The Indian market is far from saturated, which means there’s still a chance to grab your spot in the GEO without the high costs for traffic acquisition you’d face in other Tier-3 countries.
What makes it even better is Google’s recent push to support smaller, local languages. In 2024, they launched several programs promoting content in regional languages, opening a window of opportunity if you’re thinking of launching non-English sites. Search volume is still growing in these languages, but this is a trend worth getting in on early.
If your focus is on English-speaking users, we’ve put together a list of hot keywords just for you (you can get more high-converting keywords and full SEO guidance from your manager).
Which Landing & Pre-landing Pages Should You Use?
If there’s one thing years of experience in betting traffic have shown, it’s this: building your funnels around key events is one of the most effective ways to boost ROI. The IPL is a prime example. The strategy is simple — look ahead at the tournament calendar, pick out the most important matches (the season opener, major rivalries, or playoff games), and tailor your funnel to those games.
This gives your creatives and messaging a real-time edge, tapping into the excitement that’s already building among fans. If you don’t have the latest match calendar, your PIN-UP Partners manager can help — or you can grab it from the official IPL website.
To save you time, we’ve already prepared top-performing landing pages tested specifically for this IPL season. The early conversion data — off the charts.
How to Make the Most of Ipl 2025
The IPL is one of the biggest traffic moments of the year in India and surrounding GEOs. And if you play it right, it can become your most profitable season. Here’s how to make the most of it:
Go Mobile-First
IPL is a mobile-heavy event — over 92% of internet users in India are browsing on smartphones. That means your landing, prelanding pages, and ad creatives need to be optimised for mobile from the ground up. Fast load times, smooth navigation, and a clean, intuitive interface all directly impact your conversions and user retention.
Focus On Retention, Not Just Acquisition
If your funnel allows for any kind of direct interaction with users (push notifications, emails, in-app messages), use it to your advantage. After the IPL ends, it’s common to see some churn — users drop off once the big event is over.
But that drop isn’t inevitable. At PIN-UP Partners, we help extend user value by offering one of the broadest cricket lines out there, covering nearly every global event. Plus, we transition users into other verticals — crash games, slots, and live casino — keeping them active long after IPL ends. If you can mirror that approach in your retention strategy, your LTV will benefit big time.
Think Local — Especially With Language
While English is widespread, India is a patchwork of languages and identities. Speaking to users in their local language can have a massive impact on trust and conversion. For example, running Bengali-language campaigns for fans of the Kolkata Knight Riders can create a stronger emotional connection — and higher engagement.
Even something as simple as localising a few headlines or key phrases can drive better results, especially in regions where identity and culture are tightly tied to the team they support.
Use Emotionally-Driven Creatives
In India, cricket is more than a game — it’s a shared national passion. The best-performing creatives are those that lean into this emotional connection. Show the thrill of a game-winning play, the joy of a fan celebrating, or the excitement of a live match moment.
And don’t forget bonuses — Indian users love bonus offers. Combine the thrill of cricket with the promise of a reward, and you’ve got a recipe for serious engagement.
Seize the Moment — the Timing Is Perfect
2025 is a unique moment to enter the Indian market. Right now, competition is still manageable, cost per lead is low, and the demand for high-quality betting products actually exceeds supply. That’s not something you see every day.
On top of that, many Indian users are wary of local platforms, thanks to a history of scams and unreliable services. International brands — especially those with a solid reputation — are seen as more trustworthy. That gives you a real advantage if you’re working with a global product that has the right support and infrastructure.
Ready to launch your IPL campaigns?
The new IPL season kicked off on March 22, 2025, and it’s going to run for several action-packed months — with millions of fans glued to their screens.
Sure, there are still a few stereotypes floating around about India: low deposit amounts, high competition, tricky monetisation. But give it a bit more time, and this GEO is likely to be viewed in a whole new light.
The Indian and Bangladeshi markets are growing fast — and those who move early are the ones most likely to benefit down the line.
Don’t wait for everyone else to take the lead. Head over to our Telegram bot and start tapping into that cricket traffic while it’s hot!
Disclaimer: The material featured in this content has been provided by PIN-UP Partners. They are solely responsible for ensuring that all information is legally compliant and does not infringe upon any intellectual property or publicity rights. Neither the publisher nor the platform assumes liability for the accuracy, legality, or appropriateness of the materials shared.