Games24x7's five-year IPL deal is a long-term growth strategy for brand, says Saroj Panigrahi
Saroj Panigrahi, COO of Games24x7, the parent brand of RummyCircle and My11Circle, discusses leveraging their IPL partnership to drive growth.
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My11Circle from Games24x7 became the new fantasy sports official partner for IPL (Indian Premier League) this year, outbidding Dream11 for a 5-year partnership. To maximise this opportunity, Games24x7 has tripled its marketing investment this year.
This increased budget allows them to explore new avenues and strategies to better connect with the audience and enhance the user experience with their My11Circle platform. Saroj Panigrahi, COO of Games24x7, spoke about their plans to leverage the IPL to drive growth, build brand recall, and increase ROI.
Edited excerpts
My11Circle has emerged as a new leader in the fantasy sports space with a five-year sponsorship deal with the IPL. What was the objective behind signing this deal?
Our decision to partner with the TATA IPL stems from a strategic vision aimed at deepening our bond with cricket enthusiasts throughout India. This collaboration is not merely about sponsorship; it represents a concerted effort to amplify our presence while also engaging with the passionate community of cricket fans.
As the official partner for TATA IPL 2024, My11Circle is strategically positioned to elevate the player experience and foster a deeper connection with cricket enthusiasts. We are also title sponsors of Lucknow SuperGiants and our association with the team has been very effective in leveraging the IPL season. Our campaigns, deep rooted in consumer insights, connect instantly with our audience.
It is also important to note that our associate sponsorship deal with IPL is for the next five years. We are viewing this as a long-term commitment that will help us grow multifold and help us establish our brand firmly. This partnership provides us with a platform for sustained engagement with cricket fans, allowing us to continue to innovate and further strengthen our position as a trusted name in the fantasy sports landscape.
How does My11Circle plan to engage with cricket fans and users throughout the IPL season to maintain interest and drive participation on the platform?
Our core strategy is placing the users at the forefront. We understand that our users seek entertainment that aligns with their passion for cricket, and thus, we endeavour to be present where they are. Our partnership with IPL epitomizes this commitment, offering users additional avenues to engage with the tournament and showcase their skills.
Our strategy for engaging with cricket enthusiasts during the IPL season is multifaceted, designed to foster deeper understanding of the sport, nurturing sustained interest, by empowering players to showcase their skills to the fullest extent during IPL. In fact, My11Circle has celebrated a season of wins for its players. A little over half-way through the tournament, My11Circle has witnessed an incredible number of players turning fantasy cricket passion into real-life rewards. As compared to last year, a staggering 50% more winners walked away with mega prizes. This growth is fuelled by a 4x increase in reward categories as compared to the last edition on the platform.
What is the concept behind this season’s IPL campaign?
Our campaign, 'My11Circle pe ek crore toh bas shuruwaat hai, socho..kitni badi baat hai!', resonates with our commitment to bringing fans closer to the sport by providing an immersive and rewarding experience. Our campaign isn't solely about cricket; it's about celebrating the love for the game and providing our users with an opportunity to showcase their skills and knowledge. With a lineup of esteemed brand ambassadors including Saurav Ganguly, Shubman Gill, Arshdeep Singh, Mohammed Siraj, Ruturaj Gaikwad, Rinku Singh, and Yashasvi Jaiswal, we're adding another layer of excitement to the mix. Our ambassadors endorse on the field what My11Circle does off the field - being committed, working on our strengths to create a distinct position in a short time span.
In addition to our campaign, our marketing strategy for IPL 2024 adopts a 360-degree approach aimed at maximising reach and engagement with our target audience. Recognising the importance of being present across diverse platforms, we ensure visibility on TV through Star Sports, on OTT platforms like Jio Cinema, and on performance platforms such as Google, META, and their affiliates. Our partnerships with influencers further amplify our brand's presence, allowing us to connect with users on platforms where they are most active.
Moreover, our collaboration with JioCinema as the presenting sponsor of "Jeeto Dhan Dhana Dhan" adds another layer of excitement to our marketing strategy. This strategic partnership not only facilitates seamless connectivity with consumers throughout IPL 2024 but also provides fans with an additional avenue to engage with the tournament and win exciting prizes.
What is the marketing budget for this season?
This year, we've made a significant increase in our marketing investment to further engage our audience. The IPL offers access to the largest cohort of cricket-loving audiences, making it one of the biggest properties for us to engage with. It stands as a top priority in our marketing efforts, and our marketing investment has gone up by 3X this time. This increased investment allows us to explore new avenues and strategies to better connect with our audience, enriching their experience with our platform My11Circle.
What are your ROI expectations for this season?
For us at My11Circle, our focus extends beyond mere IPL to IPL numbers. We view it as a strategic investment that fosters long-term user engagement and brand loyalty. We're committed to building a deeper connection with cricket fans, enriching their IPL experience, and establishing My11Circle as the go-to platform for an unparalleled fantasy sports experience.
If the proof is in numbers, My11Circle witnessed an over 50 percent increase in teams created on My11Circle in just the first two weeks of IPL. This surge reflects the excitement fans have for IPL and the unmatched experience My11Circle delivers.
