Expressing excitement about the new partnerships Anuraag Saxena, CEO, EGF said,
“We’re pleased to welcome these forward-thinking startups into the EGF fold. Their innovative approaches and commitment to responsible gaming align seamlessly with our vision of building a transparent, secure, and thriving skill-based gaming ecosystem. Together, we aim to set higher industry benchmarks and ensure that player protection and ethical gameplay remain at the heart of India’s rapidly expanding online gaming sector.”

The newly onboarded rummy platforms—Brillianature Pvt. Ltd., Wild West Rummy, and Lavidah Rummy—are introducing cutting-edge innovations to the traditional rummy experience. By leveraging technology to enhance gameplay, ensure legal compliance, and embed responsible gaming practices, these platforms are setting new benchmarks in user trust and engagement.

Expanding the scope of digital skill-based entertainment, multi-genre platforms such as Ludo Players, Six dreams, Ludo Sikander, Epiczone, Nexa Games, Jeetlo/ Desi Pixel and AceHigh Poker are reshaping how players interact with classic formats like Ludo, Poker, and other real-money games. With a sharp focus on transparency, fair play, and user protection, these startups represent the next generation of gaming operators committed to ethical growth. Their inclusion as associate members underline EGF’s continued efforts to nurture a safe, diverse, and forward-looking gaming ecosystem in India.

K R Rohith, CEO, Six Dreams said, “Joining the E-Gaming Federation is a proud milestone for Six Dreams. As a member of India’s premier industry federation for online gaming, we reaffirm our commitment to building a safe, transparent, and responsible ecosystem for our users. This membership aligns with our vision to not only lead in innovation but also uphold the highest standards of integrity and fair play in the industry.“

EGF stands as one of India’s leading industry body the skill-based online gaming sector, representing the interests of the e-gaming industry. Its membership includes the country’s top five gaming developers and operators, among them, a Unicorn, who are collectively dedicated to promoting responsible gaming and strengthening the industry’s credibility. To support the move toward self-regulation, EGF has introduced a standardized framework through its code of conduct, aimed at ensuring the smooth and ethical operation of the online gaming ecosystem. The Federation actively promotes ‘Responsible Play,’ empowering players to set limits or take breaks to avoid excessive gaming or overspending.

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E-Gaming Federation (EGF), the unified voice of India’s online gaming sector, welcomes Meta’s latest update to its advertising guidelines for Real Money Gaming (RMG) ads in India. In a key policy shift, Meta will now require advertisers to submit legal compliance certificates issued by recognised self-regulatory industry bodies such as EGF. This move is a landmark step in enhancing transparency, ensuring legal alignment, and reinforcing ethical advertising practices within the digital gaming ecosystem.

This update by Meta is a recognition of the robust compliance frameworks developed by responsible industry bodies, and significantly, it establishes a clearer regulatory benchmark for gaming advertisements across one of the country’s largest digital platforms.

Meta’s decision to tighten its ad rules for real money gaming reflects a growing trust in industry-led mechanisms and credible self-regulatory organisations such as EGF. It further signals a shift toward greater institutional collaboration to curb illegal advertising practices and bring higher accountability to the sector.

“At EGF, we’ve been at the forefront of advocating for these much-needed reforms, engaging consistently with stakeholders to promote a regulatory environment that balances innovation with responsibility. It’s encouraging to see our efforts reflected in platform-level policy shifts that not only validate the importance of credible, compliant operators but also pave the way for greater transparency, accountability, and long-term trust in digital advertising across the real money gaming sector,” said Anuraag Saxena, CEO, E-Gaming Federation.

This development also complements the industry’s efforts on the ongoing partnership with the Advertising Standards Council of India (ASCI). As part of this collaboration, a dedicated monitoring cell has been established to screen and report illegal offshore betting and gambling advertisements. The cell is also tasked with identifying real money gaming ads that may be in violation of the ASCI Code and supporting improved compliance across digital platforms.

With gaming emerging as a high-growth digital sector in India, safeguarding the ecosystem from misleading or unlawful advertising is critical. Meta’s recognition of EGF-issued certificates not only strengthens due diligence for advertisers but also sets a precedent for other platforms to follow suit in promoting fair play, consumer safety, and regulatory alignment.

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