Is India's Digital Innovation Being Stifled? WinZO Fights Against Google

It’s not often that a young Indian startup takes on a global tech behemoth and pushes the regulatory needle. But WinZO, a homegrown skill-based gaming platform, seems determined to do just that. In a country where digital platforms are shaping billion-dollar industries, WinZO’s legal standoff with Google could become a landmark moment for India’s startup economy — particularly for those operating at the intersection of innovation and regulation.

Last week, the Competition Commission of India (CCI) released a public notice inviting stakeholder comments on Google LLC’s proposed commitments — part of the ongoing antitrust probe triggered by WinZO’s 2022 complaint. WinZO, while welcoming the CCI’s move, made it clear that this isn’t just about their company’s interests — it’s about ensuring that India’s digital economy remains open, competitive, and free from gatekeeping.

Winzo & The Backdrop: A Battle Rooted in Platform Power

Back in December 2022, WinZO formally filed a complaint with the CCI, alleging that Google’s Ad Policy and Play Store Pilot Program unfairly favored fantasy and rummy apps while excluding a large spectrum of skill-based games. At the heart of WinZO’s argument is the claim that Google, by controlling 96% of the app distribution market, imposes conditions that restrict market access and increase user acquisition costs exponentially for companies operating outside its ecosystem.

According to WinZO, the cost of acquiring a user outside the Play Store can be up to 10 times higher — a significant barrier for startups that thrive on scale and visibility.

Google’s Response: A Framework Under Review

As part of its response to regulatory scrutiny, Google submitted a third set of commitments, which are now under public review. A Google spokesperson told Fortune India that the move reflects its intent to build a more open and secure ecosystem for Real Money Gaming (RMG) apps across both Google Play and Google Ads. The company emphasized its ongoing dialogue with the Indian developer community and expressed confidence in its ability to support both innovation and user safety.

But WinZO isn’t buying vague promises. The company has raised red flags about the lack of clarity, transparency, and enforceability in Google’s proposed framework. According to the gaming startup, any commitment must go beyond cosmetic compliance — it must decisively eliminate discriminatory practices that have already been flagged by regulators.

CCI’s Observations: A Pattern of Discrimination?

In its preliminary findings, the CCI observed several concerning practices:

• Lack of transparent criteria for the inclusion of apps in Google's pilot program.

• Misleading payment warnings shown to users attempting to sideload apps outside the Play Store.

• Inconsistent application of ad policies, with selective promotion of some games while excluding others.

• Blanket exclusion of casual skill gaming apps, while allowing similar games in the same category to be advertised.

These findings prompted the CCI to initiate a full investigation under India’s competition law in November 2024, citing prima facie violations that include imposing unfair conditions, denial of market access, and limiting market development.

Global Echoes: Is India Just One Front in a Bigger War?

Interestingly, the concerns raised by WinZO mirror those being echoed globally. The platform notes that regulators in the US, EU, UK, Australia, Japan, and France have all expressed alarm over Google’s self-preferencing practices, monopolistic control over ad-tech, and anti-competitive bundling. In the US, the Department of Justice (DOJ) has already launched antitrust lawsuits against Google, while the European Commission has slapped billions in fines.

This global scrutiny lends weight to WinZO’s position that India must not ignore the larger pattern of behavior exhibited by dominant platforms — especially when these actions have far-reaching consequences on innovation, market access, and consumer choice.

What’s at Stake for India’s Startup Ecosystem?

At stake here is not just one company’s ability to advertise and grow — but the broader question of whether India’s burgeoning digital economy can truly flourish in a fair and competitive environment. The Indian gaming sector alone is projected to become a $60 billion global powerhouse, and startups like WinZO represent a new wave of entrepreneurs looking to tap into this potential.

But their growth depends heavily on equal access to digital infrastructure, including app stores and ad networks — most of which are controlled by a handful of dominant global players.

As India aspires to become a global innovation hub, the outcome of this CCI probe could set crucial precedents for platform regulation, developer rights, and the rules of engagement in the digital marketplace.

The CCI’s decision to invite public comments signals a commendable move toward participatory regulation. It’s also a test — not just for Google or WinZO, but for the Indian regulatory system itself. Can it uphold free and fair digital markets in an age of concentrated platform power?

WinZO says it will continue engaging with the CCI’s consultation process but remains cautious. In their view, Google’s proposal lacks the tangible commitments, timelines, and accountability frameworks necessary for real change.

As public submissions roll in and scrutiny intensifies, India’s digital future may well be shaped by how this battle unfolds.