For years battle royale in India means only one game : PUBG.
But then suddenly everywhere like in local trains, college canteens, coaching hostels people were playing Free Fire instead PUBG.

Most articles said same thing: “PUBG got banned” or “Free Fire worked on low-end phones.”

But it is only half story.

Real reason Free Fire overtook PUBG Mobile in India is far more strategic and almost no one talks about it properly. So lets talk about it in a more detailed way.

It Didn’t Target “Gamers” — It Targeted India

PUBG targeted competitive core gamers but Free Fire targeted India.

This difference have changed everything for its success in India.

Instead of building its game for high-end flagship devices Free Fire optimized aggressively:

• Small app size
• Low RAM usage
• Works on ₹7,000–₹10,000 Android phones
• Minimal storage requirement

At that time when most Indian users had:

• 2GB–3GB RAM phones
• Limited storage
• Unstable 4G networks

So Free Fire can ran smoothly on any type of device.

PUBG looked premium and Free Fire looked playable.

In mass markets like India playable beats premium because everyone can’t afford a high end device.

Shorter Matches = Perfect for Indian Lifestyle

PUBG matches: 25–35 minutes
Free Fire matches: ~10 minutes

This matters more than people realize.

Indian students and young players often:

• Play between classes
• Play secretly at home
• Play during short breaks
• Share phones with siblings

Free Fire’s quick matches fit perfectly in this pattern.

It wasn’t just a game it fit perfectly in daily life. Session time matter more then you think you mostly have seen most high user base games like candy crush, subway surfer and a lot have short session time.

Psychological Strategy: Fast Rewards

Free Fire mastered dopamine loops.

Compared to PUBG:

• Faster leveling
• More frequent rewards
• Flashier animations
• Constant event notifications

Even if you lost you still got:

• Coins
• Tokens
• Skins
• Event progress

Players felt rewarded after every session.

PUBG rewarded skill while Free Fire rewarded participation.

In a price-sensitive young audience market this is a massive difference.

Local Influencer Domination

Before big esports leagues became mainstream Free Fire aggressively supported regional creators.

Creators like:

• Total Gaming
• Dozens of regional Hindi creators

They built massive rural and Tier-2 audiences.

PUBG initially focused more on competitive esports and metro audiences.

Free Fire focused on:

• Hindi-speaking audience
• Small-town creators
• Relatable content

That built emotional loyalty.

Device Economics — The Hidden Masterstroke

Here’s the part no one talks about.

When PUBG demanded better phones so what happened?

Many users:

• Couldn’t upgrade
• Faced lag
• Got frustrated

Free Fire made sure:

• Even entry-level phones felt capable
• Graphics scaled automatically
• Battery drain was manageable

It reduced hardware friction.

In India where millions buy budget phones annually this was the masterstroke because most have budget phones.

The 2020 Ban act as a Catalyst

When the Indian government banned PUBG Mobile in 2020:

Most people think:

“That’s when Free Fire won.”

may be but not exactly because Free Fire was already growing aggressively before that.

This ban accelerated migration.

But here is a twist:

Even after PUBG returned as Battlegrounds Mobile India but many users didn’t switch back to it.

Why?

Because by then:

• Their friend groups were on Free Fire
• Their skins & progress were there
• Their favorite YouTubers were there

Switching costs were psychological but not technical so free fire retained its user base.

Data Usage & Network Optimization

In India mobile data is cheap but network stability varies.

Free Fire:

• Lower data consumption
• Faster matchmaking
• Smaller map size

This meant:

• Fewer lag deaths
• Less frustration

PUBG felt realistic.
Free Fire felt accessible.

Accessibility wins in emerging markets.

Emotional Branding: “For Everyone”

PUBG’s vibe:

• Tactical
• Realistic
• Intense

Free Fire’s vibe:

• Colorful
• Fast
• Character-driven
• Almost arcade-like

It lowered intimidation barrier. Even casual players felt welcome.

This broadened its audience massively.

The Real Hidden Strategy (The Core Insight)

Free Fire didn’t try to beat PUBG at realism.

But it built a low-friction gaming ecosystem which is optimized for:

• Budget hardware
• Short attention spans
• High reward cycles
• Regional creators
• Mass accessibility

It won by understanding Indian constraints not by building a better battle royale.

Free Fire vs PUBG — Key Data Comparison

All figures are approximate peak-period public estimates based on industry reports and app analytics

What Game Developers Can Learn From This

If you’re building games (especially mobile titles in India) then here are some key takeaways:

1. Optimize for mass devices first.
2. Reduce session length.
3. Reward participation not just skill.
4. Build community before esports.
5. Reduce friction at every layer.

Performance > Graphics
Accessibility > Realism
Distribution > Prestige

That’s the actual lesson for anyone who is developing games.

FAQs

Final Thoughts

Free Fire didn’t win because it was “better.”

It won because it was:

• Easier
• Faster
• Lighter
• More inclusive

In a country like India this matters more than realism.

If you’re analyzing gaming markets or building your own mobile title then this case study is gold.

And honestly?

This wasn’t just a gaming victory.

It was a lesson to understand your audience deeply.