Dream11, India’s largest fantasy sports platform, is undergoing a major transformation. After dominating the real-money gaming (RMG) fantasy landscape for years, the company is now shifting its business model to become a second-screen sports platform. This transition marks one of the most significant strategic pivots in the Indian sports-tech space — driven by changing regulatory dynamics, scaling limitations in RMG, and the rapid growth of sports content consumption.

In this blog, we explore Dream11’s new second-screen strategy, the reasons behind the shift, its monetization model, and the potential impact on the Indian sports ecosystem.

Why Dream11 Is Pivoting: The Changing RMG Landscape

For years, Dream11 relied heavily on real-money fantasy gaming, becoming synonymous with fantasy sports in India. However, the environment surrounding fantasy gaming has drastically changed:

1. Stricter regulations on RMG platforms

States have introduced various restrictions and behavioural guidelines around online gaming and betting. While fantasy sports have been legally differentiated from gambling, platforms still face compliance pressure and scrutiny.

2. High dependency on cricket seasons

Fantasy gaming sees massive spikes during IPL, World Cups, and major tournaments — but sees drops during off-season periods. This makes revenue volatile.

3. Rising customer acquisition costs

To maintain user growth, fantasy apps spend heavily on marketing, celebrity endorsements, and bonuses. With higher CAC and lower margins, profitability becomes challenging.

4. Limited monetization beyond entry fees

The RMG model depends largely on contest entry fees and commissions. Diversification has been slow due to regulatory uncertainty.

All these factors made it essential for Dream11 to explore a more stable, scalable, and advertiser-friendly business model. The answer? Becoming a second-screen sports engagement platform.

What Is a Second-Screen Sports Platform?

A second-screen platform enhances live sports viewing by enabling fans to participate in parallel activities on their phones while watching a match on TV or streaming apps.

Dream11 aims to position itself as:

A real-time sports engagement companion

Users can participate in quizzes, predictions, polls, streak games, and live fan interactions during matches.

A content-driven sports community

Short-form sports clips, player insights, match breakdowns, and fan-generated content could be core features.

A hub for interactive sports entertainment

Instead of just picking a fantasy team before the match, users stay engaged throughout the match.

This shift allows Dream11 to remain relevant even if users are not participating in fantasy contests.

Why Second-Screen Engagement Is a Huge Opportunity

India is witnessing an explosion in sports content consumption:

• Over 500 million Indians watched sports digitally in 2024–25.
• Cricket dominates, but interest in football, kabaddi, and emerging leagues is rising.
• Younger audiences prefer interactive, gamified experiences over passive viewing.

With millions of fans watching matches with their phone in hand, the second screen is becoming the primary driver of engagement.

Dream11 is aiming to leverage this behavioural trend.

Dream11’s New Monetization Model: Ad-Driven Growth

Previously, Dream11 relied on contest fees as its primary revenue stream. Now, the platform is betting heavily on advertising, including:

1. In-app video ads

Short sports ads, brand integrations, and reward-based video units.

2. Sponsored content and sports trivia

Brands can sponsor prediction games, leaderboards, quiz segments, or match-day challenges.

3. Second-screen engagement campaigns

Advertisers tap into massive match-time traffic and user activity.

4. Higher CPMs during peak sporting events

Sports app inventory is among the most valuable during high-traffic matches. Dream11 can use IPL, football leagues, and global tournaments to attract premium advertisers.

5. Partnerships with leagues and broadcasters

Dream11 already partners with major leagues as a fantasy sponsor. This new model could expand into deeper second-screen integrations.

The shift to ads makes the business less volatile, more predictable, and more attractive to long-term investors.

What This Means for Users

Dream11 users can expect several changes:

More free-to-play features

Unlike RMG, second-screen engagement does not require real-money entry. More users can participate without financial risk.

Interactive tools during live matches

Expect real-time polls, prediction cards, fan leaderboards, rewards, and match-based challenges.

Greater focus on sports content

Short videos, expert picks, team analysis, and community discussions will be integrated into the platform.

Less pressure on fantasy contests

Fantasy games will remain, but they will no longer be the core focus.

This makes Dream11 accessible to a wider sports audience — even those who do not want to invest money in fantasy contests.

Impact on India’s Sports-Tech Ecosystem

Dream11’s pivot could influence other sports platforms too:

1. Rise of interactive sports apps

More companies may build prediction-based, real-time sports engagement platforms.

2. Greater advertiser interest in sports tech

Brands want premium inventory around live sports — and Dream11 could provide millions of engaged users.

3. Reduction in RMG dependency across startups

Platforms may shift toward safer, non-regulatory models.

4. Growth of sports content creators

Second-screen platforms create opportunities for sports influencers and analysts.

Dream11’s move could reshape the way India consumes sports digitally.

Challenges Dream11 Must Overcome

The pivot is promising, but not without risks:

Competing with social media

Instagram, YouTube, and X already dominate sports conversations.

Maintaining high engagement outside major cricket seasons

The platform must diversify content across multiple sports.

Building sustainable ad revenue

Advertiser interest must be sustained across the year, not only during IPL.

Transitioning user behaviour

Long-time fantasy players must adapt to a broader engagement experience.

Successfully overcoming these challenges will define the success of Dream11’s new model.

Conclusion: A Bold Shift That Could Redefine Dream11’s Future

Dream11’s transition from an RMG fantasy platform to a second-screen sports ecosystem is a bold and forward-looking move. It reflects evolving user behaviour, market pressures, and the need for diversified monetization. By betting on ad revenue, content, and real-time engagement, Dream11 is positioning itself to become more than a fantasy gaming app — it aims to be a full-fledged sports companion for millions of Indian fans.