The fantasy sports platform, part of Dream Sports, with over 250 million registered users, moved to a free-to-play model following the ban on real money gaming in India. The move seeks to help brands connect better with Dream11’s largely young user base, nearly 70% of whom are between 18 and 35 years old. Early advertisers include Swiggy, online astrology platform Astrotalk, and Tata’s ecommerce venture Tata Neu.