KRAFTON Ad Platform India (KADP India), the Indian subsidiary of South Korea-based ad-tech company NEPTUNE, has formally started advertising-technology operations in the country and will manage advertising for BATTLEGROUNDS MOBILE INDIA (BGMI), the firm said on Monday.
What the new arm will do
Established in April 2026, KADP India will run a range of advertising functions for BGMI, including inventory planning and design, campaign delivery, optimisation and day-to-day operational management. The move positions the company to offer data-led ad solutions to brands and expand partnerships across India's digital media platforms.
The company will use NEPTUNE's advertising-technology platform and operational capabilities to serve advertisers and publishers in India. KADP India said it aims to transform in-game advertising into engagements that respect player experience while delivering measurable outcomes for marketers.
"Gaming is redefining how brands engage with consumers, and BGMI offers one of the most immersive environments to build those connections," said Krishna Kant Singh, sales lead, KADP India.
Why this matters for Indian users and brands
BGMI, originally launched in India in 2021, has become one of the country's largest mobile games by reach. The platform has crossed 260 million cumulative users, according to the report, and has hosted integrations with mainstream Indian and multinational brands such as Royal Enfield, Mahindra, Hero MotoCorp and PepsiCo.
For brands, dedicated ad-tech support on a major Indian gaming title means more tailored campaign mechanics — for example, in-game placements, rewarded ads (where players receive benefits for watching ads), and native integrations that fit gameplay. For players, this could mean fewer, better-targeted ads, but also a greater commercial presence inside the game experience.
- Advertisers may gain improved measurement and optimisation specific to gaming audiences.
- Publishers and developers can monetise inventory with the backing of NEPTUNE's ad technology.
- Players may see more brand tie-ins and integrated ad formats designed to be less disruptive.
Industry context and potential concerns
The growth of in-game advertising in India follows global trends where game environments are increasingly used as marketing platforms. While data-driven ad-tech can improve relevance, it raises questions around user privacy, data collection practices and the nature of ad personalisation in games played by minors. The report does not detail KADP India's data policies or measures for protecting young users.
Market observers will watch how KADP India balances commercial aims with player experience. The firm's stated objective is to preserve "authenticity and engagement" for players while delivering value to brands, but concrete safeguards and opt-out options will be significant for regulators and consumer groups.
| Metric | Detail |
|---|---|
| Company | KRAFTON Ad Platform India (KADP India), NEPTUNE subsidiary |
| Established | April 2026 |
| Primary assignment | Manage advertising for BATTLEGROUNDS MOBILE INDIA (BGMI) |
| BGMI cumulative users (reported) | 260 million |
India's mobile gaming market is becoming a battleground for ad formats and monetisation models. Publishers increasingly view advertising as a complement to in-app purchases, particularly when titles achieve mass scale. KADP India's entry signals that global ad-tech firms see sizeable commercial opportunity in Indian gaming.
For regulators, the development will likely rekindle attention on digital advertising standards and child protection online. India already has rules and ongoing consultations around online safety and data protection; specialised ad-tech in games adds complexity to those debates.
In the near term, brands planning to use BGMI inventory can expect more structured campaign services, while players may notice new brand partnerships and in-game integrations. How seamless and respectful those integrations are will determine whether the shift improves or degrades user experience.
As ad-tech firms expand in India, transparency on data practices, clearer opt-in mechanisms for personalised ads and age-appropriate safeguards will be key to maintaining user trust while unlocking advertising revenue from fast-growing gaming audiences.
