iGaming Operators in India Promote Content via AI Videos

Storyboard18 highlighted a new trend in India where offshore iGaming operators are using popular vertical AI videos on Instagram Reels and YouTube Shorts to promote their platforms.

Marvel Characters in Short AI Videos

In these videos, Marvel characters such as Hulk, Spider-Man, and Iron Man speak in local slang, act out different scenarios, and dance to Punjabi beats. Links to operator websites are often included in video descriptions, comments, and profile bios.

Experts note that viewers perceive these videos as entertainment rather than advertisements, making the format highly effective.

Growth of AI-Generated Betting Videos

What started as an internet joke—a green AI Hulk speaking in local slang and calling himself Hulku—has become one of India’s most recognizable short-video trends. Viewers now see Spider-Man making rotis on a terrace, Iron Man commenting on local issues, or AI Hulk dancing to viral Punjabi music.

Regulators and industry experts observe that the viral format is increasingly being used to promote online betting and gambling platforms targeting Indian audiences under the guise of entertainment.

Promotion Mechanics and Links

Short videos often include direct links or indirect prompts to betting and gambling platforms, usually hidden in captions, comments, or profile bios. The content appears similar to other viral reels—with familiar characters, trending music, and quick edits—but serves to drive traffic to offshore or illegal gambling websites.

Expert Opinions and Legal Risks

Legal professionals emphasize that using fictional characters does not remove liability from creators, advertisers, or platforms. Violations may fall under consumer protection laws, the IT Act 2000, ASCI Guidelines, and local gambling regulations. Creators of AI videos bear full responsibility for promoting illegal platforms.

The use of regional languages and well-known characters further increases risks related to copyright, trademarks, and misleading advertising laws.

Responsibility of Platforms, Brands, and Creators

Even though AI characters are not legal entities themselves, responsibility rests with the account owners, brands, and platforms controlling the avatars. Violations can lead to account suspensions, demonetization, fines, and criminal prosecution.

Regulatory Framework and Central Law

India’s new central law—the Promotion and Regulation of Online Gaming Act, 2025—prohibits all online games involving monetary stakes. Any assistance, promotion, or advertisement that directly or indirectly encourages participation in such games falls under this law and can incur legal liability.

The Trend at the Intersection of Entertainment and Advertising

Hulku and his AI superhero peers remain emblematic of India’s fast-growing creator economy—creative, local, and tech-driven. However, the line between parody and promotion is blurred, especially in the betting and gambling sector, attracting heightened regulatory attention.