Fantasy sports firm Ballr is expanding its reach to millions of daily fantasy sports fan in Asia, starting with the launch of its operations in India, local news media reported.

But unlike its market competitors, Sam Jones, founder and chief executive officer of Ballr, wanted the company to track a different road as it tries to distance itself from gambling.

“It’s not cool for a brand to be close to a gambling brand. We are going down fan engagement; if we succeed in getting 50 million people to play our games, to connect with their friends through this special moment of time when they are watching live sport,” Jones told website Live Mint.

Jones was in India last week to launch mobile fantasy sports application Ballr and to expand their reach to millions of daily fantasy sports fans in Asia. After India, Ballr planned to conquer China, where there was an estimated 281 million adult sports fans, before testing the Thai and Vietnamese markets.