Let’s discuss the significant opportunity emerging in India’s mobile gaming landscape. If you’re a game publisher, the traditional user acquisition (UA) channels are getting pricier and more competitive by the day. You might have to spend a fortune on mobile game ads. Companies are feeling the pinch of rising cost-per-install (CPI) and the constant battle against creative fatigue. But what if there were a largely untapped, highly effective channel that could deliver quality users at a better cost?
That’s precisely what Mobile OEM advertising offers in India, and it’s rapidly becoming the next big thing. You need to have this in your marketing mix.
India’s mobile gaming ecosystem is unique and exploding. In 2024, the country boasted 488 million online gamers, projected to hit 517 million in 2025. The average gaming time is a staggering 8.5 hours per week, and the market is almost entirely Android-based. This last point is crucial: Android OEMs like Xiaomi, vivo, OPPO, and Samsung dominate the market share. It isn’t just about large numbers. But it’s about unparalleled access to users.
The India opportunity
For a long time, user acquisition strategies in India have often focused on achieving a broad reach through social media and traditional ad networks. However, the market is maturing, and what works today might not be effective tomorrow. We’re seeing a shift towards more retention-focused and long-term UA strategies. It means not just getting installs, but getting the right installs – players who will engage, spend, and stick around.
Here’s why Mobile OEM advertising is perfectly positioned for this shift in India:
- Direct access to a massive Android user base: Unlike the crowded auction-based environments, OEMs offer exclusive, on-device inventory. It means reaching users directly through placements like Dynamic Preloads, app store features, branded folders, and push notifications. Imagine your game being pre-loaded onto a new device or prominently featured in an app store. That’s a level of visibility and trust that’s hard to replicate elsewhere.
- Hyper-local reach in tier II/III cities: The most considerable UA growth in India is actually coming from non-metro areas. OEMs have extensive device distribution networks and OS-level apps that reach these smaller cities, enabling game marketers to acquire users where traditional platforms often struggle to perform. This hyper-local approach is critical for tapping into the next wave of gamers.
- Lower CPIs and higher retention: We’ve seen it time and again, OEM channels lead to more efficient UA. The cost-per-install can be significantly lower compared to traditional channels. Furthermore, users acquired through OEM channels often exhibit higher retention and a higher Lifetime Value (LTV). For pre-loaded apps, uninstall rates can be as low as 50%. Now this isn’t just about volume, but it’s about quality.
- Deep localization capabilities: India is incredibly diverse, with numerous regional languages like Hindi, Tamil, Telugu, and Bengali. OEM ad platforms excel at supporting multi-language ad formats (voice, text, visuals), making it easier to run hyper-relevant campaigns. It isn’t just translation; it’s also cultural adaptation, which includes local slang, festivals, and integrating pop culture elements. This level of cultural integration resonates deeply with Indian gamers.
Effective creative formats: When it comes to creatives, India has specific preferences. “Real People > Polished CGI” is a key creative nuance. UGC-style and “authentic” visuals tend to outperform overly polished Western-style creatives. Storytelling is compelling, especially in narrative-driven short-form videos. Preferred ad formats include playable ads, short localized videos (under 30 seconds), mini-game ads, and rewarded video ads. OEMs like Xiaomi and Samsung actively support these formats within their app store banners and game hubs.
Real-world impact in India
Let’s consider an example that perfectly illustrates the potential:
- Funvent Studios: Funvent Studios aimed to expand its reach and performance in emerging markets, including India, through cost-effective channels. They faced challenges with regional scalability and limited inventory diversity. By leveraging OEM advertising, they achieved over 1 million installs in January 2025, an 18% Day 1 retention, and an impressive 11.3% Day 0 ROAS. These figures demonstrate how OEMs can provide the diverse ad inventory and global expansion necessary for achieving performance and cost efficiency in growth markets.
It isn’t just about getting users; it’s about winning them and fostering long-term engagement. The trust inherent in device-level placements, combined with the ability to localize content deeply, creates a powerful recipe for success.
Your next move
For game publishers in India, the writing is on the wall: mobile OEM advertising is not just a supplemental channel, but a strategic must-have for mobile game ads. With Android OEMs owning the majority of device real estate, their unique ad ecosystems offer unmatched localization, reach, and cost-efficiency. They are especially influential for marketers looking to scale in Tier II/III cities while navigating challenges related to language, budget, and creative fatigue.
We encourage you to explore this powerful channel further. For a comprehensive dive into these strategies and more real-world case studies, we highly recommend checking out the “Ready, Player, Win: The Mobile OEM Advertising Playbook For Gaming Apps.” It’s an invaluable resource for understanding how to leverage this opportunity and truly redefine your growth playbook in India.
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