Indians could now tap into the entertainment and information they needed right where they were. Amid all the busy lifestyles, the population is known for carving out dedicated time to mobile gaming, being one of the world’s largest mobile gaming markets by downloads and users.
In response, Apple rolled out its subscription-based gaming service, Apple Arcade, nationwide in the latter half of 2019. These games are exclusive to Apple devices, with no accessibility for other smartphones or platforms. Despite the service being native to the Apple ecosystem, it’s still considered niche globally. However, could the story be different in India? The ad-free approach and growing appetite for premium digital experiences in India could open up a promising market for Apple Arcade.
Mobile Games Take Off in India
The mobile game boom in India was both gradual and explosive. A few casual titles set the stage, and a surge of competitive titles eventually shaped a full-fledged industry.
From Casual to Competitive
Just like in other countries, early casual hits like Candy Crush and Subway Surfers brought mobile gaming into everyday life. These games were based on basic and familiar gestures like swiping and tapping, introducing millions to the concept of gaming on their phones. People were using these apps on transit, at lunch breaks, and to relax during their downtime.
Developers were still testing the waters, exploring different types of games and experiences to see what would click and work best with the interface. But eventually, smartphone technology advanced, and competitive titles began popping up. Call of Duty Mobile, PUBG Mobile, and similar games turned mobile into a legitimate platform for high-stakes and multiplayer gaming.
India’s Growing Spending Power
It’s no secret that India has a large population and widespread smartphone penetration, but the country also has one of the youngest populations in the world. That large, working-age Gen Z and Millennial population is a serious driver of productivity and consumption, and is heavily responsible for expanding the middle class. Increasing wages and urbanization have meant that players are more willing to pay for premium experiences rather than solely relying on free-to-play titles. For Apple Arcade, those trends signal a user base ready to embrace the subscription experience.
The Appeal of Apple Arcade
So what exactly does Apple Arcade offer that other mobile gaming services and apps don’t? For India especially, where its mobile gaming industry is often fragmented and ad-heavy, Arcade’s subscription-based, curated model offers a fresh take—and has clear value propositions.
Subscription vs. In-App Purchases
India’s mobile gaming market is all about the freemium model. Players are accustomed to downloading games entirely for free and are nudged to make in-app purchases. Ads are to be expected and are simply part of the experience. Arcade looks to disrupt that by providing an all-inclusive, ad-free experience under a subscription. Players don’t have to worry about hidden costs or interruptions and can access a large library of games for a predictable yet exciting way to explore.
Curated, High-Quality Games
Apple Arcade boasts a high-quality and curated selection of exclusive games that can only be accessed by those with Apple devices. With the Apple brand name backing each title, players can expect polish and a level of trust that they won’t always find in the broader marketplace. All games are suitable for all ages, cementing its reputation as a family-friendly platform.
Cross-Device Play in the Apple Ecosystem
The Arcade platform also fosters socialization and competitive play, with a cross-device play feature that lets games be played between iPhone, Mac, iPad, and Apple TV. While India has historically been a nation that thrived on device variety, demand for Apple devices has recently surged, with Apple breaking its India annual sales record. With many Indians often on the go, players can seamlessly start games on their iPhones and continue on larger screens at home. It’s a convenience that positions Arcade as a true entertainment platform.
What Makes India Special for Arcade?
India presents a unique opportunity and market for Apple Arcade, with many trends suggesting that the service could resonate more there than in other markets.
The Premium Segment Is Growing
Apple’s user base in India might not be as overwhelmingly large as that in the US, China, or the UK, but it’s highly engaged. iPhone owners in the South Asian country are already paying for premium experiences through other native services like Apple Music. That willingness to invest in other subscription-based services inherently extends to other digital experiences, including gaming. Arcade naturally fits into their digital lifestyles, with games consistent with the Apple ecosystem they already value.
Cultural Alignment
Gaming in India doesn’t have the same generational roots as gaming does in markets like the US or Japan, where consoles have been part of family life for decades. India’s gaming story is relatively new and mobile-first, with a very mixed reputation. While it’s a popular activity among the youth, parents often still associate gaming with wasted time and violent content. Apple Arcade can find cultural fit through family-friendly games that reframe gaming as a healthy and trustworthy form of entertainment.
A Look at iGaming and Casino Apps
Beyond the traditional casual and competitive mobile titles, India’s mobile gaming scene also features iGaming and casino game apps. Though they still fall in a grey zone, as we’ll discuss, their immense popularity says a lot about what Indian players value.
Mobile Gambling in India’s Grey Zone
Unlike places like Canada and the UK, where a clear regulatory framework exists, India is still catching up. Although it isn’t outlawed in the country, there are no laws governing mobile gambling, leaving casino apps to operate in a sort of legal grey zone. Yet Indians aren’t letting this phase them. The demand for real-money play is still high, and users are capitalizing on offshore platforms. Thanks to reputable review sites and digital directories, users can easily discover a selection of live casinos and other betting platforms that provide exactly the type of gameplay they’re looking for.
What Apple Can Learn from iGaming
The draw and success of gambling apps showcase just how much Indian gamers value immersive gameplay above all. Apple Arcade isn’t part of this niche, but it can learn plenty from its focus on social features and engagement to make its own games more compelling. In the future, Arcade could even experiment with event-based content like challenges and competitive tournaments to boost participation.
Challenges Apple Arcade Must Face
Any big opportunities are bound to come with challenges, and it is almost certain that Apple Arcade will face ones that will limit its growth. The solution is to learn the Indian audience and tailor its strategy to address regional preferences.
Pricing Sensitivity
Indian consumers are price-conscious, as they’re still used to mobile games being free or discounted compared to console or PC titles. Competing against the freemium model and the free-to-play market will be tough, even though a large audience base is willing to pay a premium. Apple Arcade already offers its service at a fair price, at ₹99 per month (1.12 USD), but it still needs to communicate its value clearly whenever possible to continue convincing users that it’s worth the investment.
Content Localization
Indians don’t want to feel like they’re simply using an adapted global product. Rather, they want games that reflect the local culture and interests. Arcade could consider collaborating with local game studios and work to localize beyond language. Narratives and themes should be carefully chosen in gameplay to reflect Indian sensibilities, so Apple Arcade can differentiate itself from competitors.
Apple Arcade’s Journey in India
Apple Arcade could have a much brighter future in India than anywhere else in the world, provided it blends its global reputation with local relevance. Once Arcade establishes a strong presence, could it position itself as a “Netflix for games” in India? With subscription-based models on the rise, integrating Arcade with Apple’s suite of other services, like Apple TV+ and Apple Music, could incentivize remaining within the ecosystem. If Apple executes its vision well, India could be more than just another market.
