How do meme culture and Telegram channels in Jammu and Kashmir contribute to the promotion of gambling trends?
In Jammu and Kashmir, Telegram channels have gained popularity over the past few years, evolving into a comprehensive environment that influences digital habits, rather than just serving as a source of news. This trend is most noticeable in the field of digital entertainment. New formats of promotion have emerged at the intersection of engagement and anonymity. At the same time, meme culture is also making its influence felt.
Initially, Telegram channels were utilized in the region as a primary source of information, including in the educational sector. They were also used to receive notifications from the authorities. However, entertainment channels gradually began to appear, and humor and videos in the Kashmiri dialect became increasingly popular, as did those in Hindi and Urdu. It is through such communities that digital entertainment of various formats has begun to be promoted, including gaming platforms, which in this case are positioned simply as “fun content.” The communities publish screenshots of big wins and reviews from “real” users. And although such platforms are gambling-oriented, they are talked about as if they are intended solely for entertainment.
Digital media experts say that in India’s regions, meme culture can be seen as a powerful way to influence users. Ironic visuals and humor in the local dialect make users feel like they’re not being sold something, but just being shown something, for example, in a series of posts on how to make money without a degree or among clips from popular Bollywood films. Loyalty and curiosity are formed gradually, which makes this tool even more effective.
Why are such games so eagerly promoted on Telegram? Because they can be launched from a phone in just a few seconds — and the simple game mechanics can be mastered just as quickly. The element of chance, combined with visual dynamics and simple gameplay, makes the game highly attractive for distribution.
One of the most popular entertainments of this type is a game in which a ball rolls across a board with pins, aiming to land in a specific cell. The game mechanics are taken from an old television show, but adapted to modern realities, where a short session gives instant results, all accompanied by attractive animation. The game has a modern name — Plinko. Accordingly, even those who are not interested in the usual gambling format can easily be attracted by such entertainment.
Regional telecom providers have already noted the popularity of such games. Traffic spikes by mobile operators are mainly recorded in the evening. This is the period when young workers and students are relaxing. At this time, the activity of all resources related to gambling increases significantly. This trend is also confirmed by download statistics. Even users with medium and low incomes are interested in this type of entertainment. In India, there are even special information sites offering selections of Plinko sites. For example, one of the most visited such resources is https://plinkogames.in/.
Many Telegram channels use economic instability as an argument. They talk about how online games can be used to earn quick money. This is particularly relevant for young people, who are tired of the constant race for elusive job vacancies.
Of course, it is impossible to assess this phenomenon unequivocally; however, this is also one of the reasons it deserves attention. Society’s interest in gambling is obvious—and it remains high even though, from a regulatory standpoint, it exists in a gray area. In addition to observation, this trend also requires critical analysis, especially from local media and individual journalists. Humor often conceals very real mechanisms of engagement.
