BGMI just became more than a battle royale game. It is now the entry point for a full advertising business. KRAFTON Ad Platform India (KADP India) has officially gone live in the country, marking the first time KRAFTON is running a dedicated ad-tech operation on Indian soil.
The company is the Indian arm of NEPTUNE, a South Korea based advertising technology firm that KRAFTON took majority control of back in April 2025. KADP India itself was set up in April 2026, and its very first project is managing advertising operations for BATTLEGROUNDS MOBILE INDIA (BGMI), the country’s biggest mobile game.
If terms like ad-tech and ad ops sound unfamiliar, think of it this way. Ad-tech is the software and systems that decide which ad a brand shows, to whom, and when. Ad ops is the day to day work of planning that ad space, placing the campaign, tracking how it performs, and tweaking it for better results. KADP India will now handle all of this for BGMI, using NEPTUNE’s own technology platform along with a local operations team based in India.
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Why BGMI Is the First Target
BGMI is not a random starting point for KADP India. The game has crossed 260 million cumulative users since KRAFTON launched it in 2021, making it one of the largest mobile gaming audiences in the country. That scale is exactly what makes a game like this attractive for brand advertising, and BGMI already has a track record of pulling in big names outside the gaming world.
Recent in-game collaborations include Royal Enfield’s Bullet 350 and Continental GT 650, Mahindra’s BE 6 electric SUV, Hero MotoCorp’s Xtreme 160R 4V and 125R, and PepsiCo’s Sting X BGMI campaign. Each of these went beyond a simple banner ad, weaving the brand directly into missions, skins, or in-game events. KADP India’s job going forward is to turn this kind of brand integration into a repeatable, measurable advertising product rather than a one-off marketing stunt.
What KADP India Plans to Build
KADP India is not stopping at a single game. The company has said it plans to expand partnerships across a range of premium digital media platforms in India, with the long-term goal of building a full advertising ecosystem in the country. The pitch to brands is straightforward: reach India’s fast-growing digital audience through data-driven advertising that can be tracked and measured, instead of the traditional spray-and-pray approach of TV or outdoor ads.
Krishna Kant Singh, Sales Lead at KADP India, framed the launch around changing how advertising feels inside a game. He said the goal is to make ads feel like a natural part of the player experience rather than an interruption, while still giving brands campaigns that deliver real, trackable results. The company is positioning this as a new benchmark for performance-driven advertising within gaming specifically.
What This Means for Indian Gamers and Brands
For the roughly 260 million people who already play BGMI, this launch is unlikely to change much about how the game feels day to day. Brand collaborations have already been part of BGMI’s seasons for a while, and KADP India’s role is mostly behind the scenes, handling planning, delivery, and optimization rather than adding a visible new feature.
The bigger shift is for brands looking at India’s gaming audience as a serious marketing channel. With a dedicated ad-tech operation now running locally, companies get a more structured way to buy inventory inside BGMI and, eventually, other Indian digital platforms KADP India partners with. Given how large and engaged BGMI’s player base already is, this positions gaming as a mainstream advertising channel in India rather than a niche experiment.