CLIENT PROMOTION
International betting and gaming operator 1xBet summarises its activity in India for 2025, highlighting growth in casino user engagement, an expanded sports focus, large-scale promotional projects and the launch of socially oriented initiatives.
Key insights:
- The market is shifting from hardcore sports bettors to a broader mass audience seeking fast, simple, and accessible entertainment formats.
- Expansion of the proprietary casino product line in response to evolving user behaviour and expectations.
- The sports focus has broadened. In addition to cricket, Indians’ interest is growing in five key sports categories: tennis, basketball, volleyball, esports, and football.
- Over 5,000 participants from India joined the affiliate program in 2025.
Casino became key growth driver this year
Traditionally, India has been focused on cricket, but user behaviour has changed in recent years. According to 1xBet, the casino player base grew by 53% from 2023 to 2025, driven by both new clients and audience migration from sports betting. In 2023, one in five platform users played casino games; by 2025, it was already one in three.
Indian players increasingly prefer content with a “fast reward cycle”, which requires no special knowledge and works smoothly on mobile devices. That is why Aviatrix, JetX, Chicken Road and other Fast Games became top picks in 2025.
In the first quarter of 2025, the number of active casino users (MAU) increased by 68% compared to the previous quarter, and this trend continued throughout the year. This growth is the result of 1xBet’s rapid product adaptation, comprehensive marketing, and specialised promos tailored to the region.
Casino has ceased to be a “side feature” to sports and has become a primary driver of audience retention.
1xGames: Proprietary products as an advantage
In response to the sharp rise in casino interest, 1xBet actively expanded its selection of proprietary 1xGames. With over 100 exclusive options, the company has created an ecosystem where users do not need to switch to other platforms. Entertainments such as Crash, Western Slot, Plinko and Crystal became consistently popular – products designed specifically for the Indian market.
Trends in sports betting
Unlike casino gaming, sports betting remains calendar-dependent. Cricket drives the highest peaks of activity: the IPL traditionally sets the tone for the year, and 2025 was no exception.
During the IPL, 1xBet organised the large-scale Indian League Carnival tournament with a prize fund of ₹1 crore, which witnessed a 20% increase in participants compared to 2024. To support and promote women’s cricket, the brand launched the World Cup Queens 2025 campaign, offering 48 premium Apple devices as prizes. Together, these and other initiatives increased user engagement in cricket betting by 27%.
Strengthening global presence in tennis through partnerships with the ATP Challenger Tour 2025, Dallas Open, and the Billie Jean King Cup, which were also held in India, became a significant driver of interest, increasing engagement in tennis among Indian users by 19%.
Thanks to strong collaboration with the FIBA basketball association, 1xBet increased Indian engagement with basketball events by 17%. The platform also saw rising involvement in volleyball (15%), esports (13%), and football (10%).
Notably, interest among Indian users in financial betting on 1xBet increased by 56% in 2025. This tool simulates stock market operations, allowing players to predict currency fluctuations and other quotations.
Key contracts and support for cricket in India and beyond
Given cricket’s dominance among other disciplines, the brand places special emphasis on the sport: it has supported several regional Indian teams and become the official sponsor of Durban’s Super Giants in SA20. The partnership featured fan meet-and-greets with Keshav Maharaj, Matthew Breetzke, and Kane Williamson.
The brand ambassador in India is South African star cricketer Heinrich Klaasen, a T20 World Cup 2024 finalist and player for Rajasthan Royals, RCB, and Sunrisers Hyderabad. In 2025, Sunrisers Hyderabad paid a record ₹23 crore to retain Heinrich Klaasen in the team for the IPL period. He also became the face of key 1xBet campaigns in 2025.
A global partnership with the European Cricket Network (ECN), in which 1xBet served as the Official Betting Partner for all league events from April 1 to October 31, 2025, ensured consistent off-season content, increasing Indian interest in the European league by 12%. ECN events are among the top 10 most popular cricket championships for the platform’s Indian audience.
Charitable initiatives
In 2025, 1xBet, together with the Wheelchair Cricket India Association, launched the I Bet On Myself program. The brand provided 20 modern sports wheelchairs to para-athletes, helping them improve performance and competitive mobility. Thanks to this initiative, they will have reliable equipment to enhance their results and continue progressing.
1xBet is a globally recognized brand
1xBet strengthened its position in key markets across Asia, Africa, Latin America, and Europe, participated in the most influential iGaming events, and received multiple awards. Notably, it was named the Best Casino Operator 2025 (SiGMA Euro-Med Awards) and Best Sportsbook Operator 2025 (SiGMA Americas Awards). The brand’s mobile app earned two titles: Mobile Sports Product of the Year (IGA 2025) and Best Mobile Operator (SiGMA Americas Awards). For its partnership with FIBA, the brand became the Marketing Campaign and Sponsorship of the Year at the SBC Awards Europe 2025.
The partner esports team, The MongolZ, won the Esports World Cup 2025 and earned silver at the BLAST.tv Austin Major 2025.
In 2025, 1xBet continued its collaborations with top European football clubs Paris Saint-Germain and FC Barcelona, as well as signed new contracts with prominent organisations and tournaments such as FIBA, the Italian Serie A, Volleyball World, CAF, the ATP Challenger Tour, and the Billie Jean King Cup.
These achievements highlight the brand’s international recognition and expertise.
1xPartners affiliate network growth
Over 5,000 participants from India joined the affiliate program in 2025. Thanks to practical tools and personalised support, many partners reached an annual income of $500,000-$1,000,000.
Simple onboarding, personal managers who provide comprehensive assistance, educational materials, and regular promos became the key factors behind the growth of the 1xPartners network in 2025.
1xPartners is actively expanding its earning opportunities and planning several large-scale innovations for its affiliates in 2026.
Conclusion
In 2025, 1xBet reaffirmed its status as one of the most influential international iGaming brands, and this development trajectory will continue. In 2026, the company will further strengthen its global presence by entering new markets, increasing activity at key industry events, and forming top-level partnerships.
A solid foundation is already being laid for an even more ambitious expansion of the 1xPartners affiliate network, including the launch of large new projects that will reinforce the brand’s position in India and worldwide. 1xBet invites everyone to join the Telegram community to stay updated on all important news.
