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Sporta Technologies Private Limited, the parent company of fantasy sports major Dream11, has maintained its stronghold as the top advertiser in Indian Premier League (IPL) 17. According to latest data from TAM, Sporta Technologies has contributed a significant 11 percent to the total ad volume during the first seven matches. This continues the trend from IPL 2023, where the company similarly led with an 11 percent contribution to ad volume in the initial matches.

Dream 11 has always been big on cricket, especially IPL.

The brand launched an IPL special campaign last month. The ‘Team Se Bada Kuch Nahi’ campaign for IPL 2024, featured a long line of celebrities from Rohit Sharma to Preity Zinta, to Samantha Prabhu, Supriya Pathak, KL Rahul, Sanju Samson and Suneil Shetty. 

While this was the main campaign, there was another parallel campaign that onboarded Varun Dhawan and Kareena Kapoor. 

Back in 2023 too, Dream11 made a splash with their IPL campaign when they signed Aamir Khan, R Madhavan, and Sharman Joshi as brand ambassadors.

The strategy to look beyond cricket faces helped Dream11 not just to broaden the campaign's scope creatively but also helped them in acquiring and retaining 55 million new users. 

According to Vikrant Mudaliar, Chief Marketing Officer, Dream Sports, the brand aimed to raise the bar by featuring non-cricket celebrities from diverse backgrounds across India. 


<a href="https://www.storyboard18.com/brand-marketing/ipl-2024-dream11-targets-big-growth-with-new-campaign-can-it-repeat-last-years-55-mn-user-haul-26609.htm">Also read: IPL 2024: Dream11 targets big growth with new campaign; can it repeat last year's 55 mn user haul?</a>

“By including these well-known personalities, we aim to speak to a wider national audience and capture their interest,” Mudaliar said in an interview with Storyboard18. 

“This campaign idea aligns perfectly with Dream11's core proposition: on our platform too, the best team wins. There's a natural synergy between the two,” he said. 

The fantasy sports brand is also the co-presenter for IPL 2024 on both Disney Star and JioCinema. 

Dream11 also sponsors several IPL teams.

Dream11’s parent Sporta Technologies is top advertiser for the first 7 IPL matches

Last year it was Aamir Khan, R Madhavan and Sharman Joshi and this year the list has gone bigger. There's Kareena Kapoor, Varun Dhawan, Suneil Shetty, Preity Zinta, Samantha Prabhu, Supriya Pathak, KL Rahul and Sanju Samson and so many more. Dream11’s celebrity endorser list is getting longer every year.


In a bid to attract a pan India audience that might not be following cricket content yet, Dream11 has just launched a new campaign around IPL. The Team Se Bada Kuch Nahi campaign aims to enhance customer engagement across different touchpoints and a wider range of audiences/cricket and entertainment fans for Dream11.


In an interaction with Storyboard18, Vikrant Mudaliar, Chief Marketing Officer, Dream Sports talks about the campaign, marketing spends, overdose of cricket content, the new GST regime and more.


Edited excerpts 

Walk us through the new IPL campaign- the idea behind it and how it helps the brand?

The core message of our Dream11 campaign this year is ‘Team Se Bada Kuch Nahi’ (There's nothing bigger than the team). This resonates strongly because the IPL is unique. It's a tournament where players put aside their ties to previous teams or the national team and focus solely on winning for their current IPL franchise. Camaraderie, sportsmanship, and the burning desire to win – it's all about bringing home the trophy for their team.


This campaign idea aligns perfectly with Dream11's core proposition: on our platform too, the best team wins. There's a natural synergy between the two.


However, the real magic lies in the playful banter and friendly competition that happens behind the scenes between teams and players. It's all in good spirit, of course, sometimes bordering on one-upmanship, as they try to outdo each other. The real battle takes place on the field, but there's a lot of this ‘Nokh Jhok’ (playful teasing) that adds to the charm of the IPL and fuels the competitive spirit.


We believe this campaign idea is a fresh take that connects back to Dream11's brand and platform. Traditionally, we've featured cricketers in our campaigns, and this year is no different. However, last year, we innovated by including Aamir Khan and the 3 Idiots cast. This year, we're taking things a step further by incorporating a broader range of celebrities. As you've seen, these celebrities represent the passionate fan bases of different teams, like Mumbai, Chennai, Delhi, and Punjab. This has led to some fun interactions and moments that add to the campaign's appeal.


We've also signed new cricket ambassadors like KL Rahul and Sanju Samson, who join our existing roster. Additionally, celebrities like Preity Zinta, Samantha Prabhu, Daler Mehndi, and Sunil Shetty bring a unique twist, further differentiating the campaign.

Expect more playful one-on-one rivalries to unfold in the upcoming films. This launch film sets the tone for the rest of the exciting campaign to come.



When you say there’s more, are there more around IPL itself or are you talking of your annual roster?

To build momentum alongside the main campaign, we've also launched the Dream Sale, a tactical initiative focused on user acquisition and engagement. This sale features exciting contests and prizes leading up to the mega IPL contest. It's promoted by separate advertising campaign films starring Kareena Kapoor and Varun Dhawan, which are already live.


The Dream Sale is particularly attractive to existing users who are familiar with contest sizes and gameplay. This initiative highlights our commitment to not just acquiring new users during the IPL window, but also engaging our existing user base of over 200 million. We believe both aspects are crucial for the campaign's success, and we've strived to address them effectively.


These campaigns themselves will run for the next two months, potentially longer. We'll also have some advertising for the World Cup, but the specific details are still being finalised.



With the new campaign are you targeting a certain user base number this IPL season?



Predicting an exact user numbers is challenging. However, Dream11 boasts over 210 million registered users and out of this 55 million joined last year (2023), which was exceptional due to the high volume of cricket events – IPL, World Cup, Asia Cup. This year's cricket calendar is less packed, so user growth might differ.


However, as our user base grows, year-over-year growth rates naturally stabilise. While not at the same level as before, new user acquisition will still be in the millions. We'll have a clearer picture in a few months.


This cricket season is unique. The World Cup closely follows the IPL, with just a few days between the IPL final and the first World Cup match. We're effectively treating this as one extended cricket season, maximising user growth opportunities throughout this three-to-four-month period.


Do you feel there is an overdose of cricket content and initiatives such as this campaign are just ways to keep the audience hooked?


You’re right, a packed cricket calendar exists throughout the year. But Dream11 plays a crucial role in engaging both new and existing users during these periods. Ultimately, it's the enduring passion for cricket that fuels interest. Whenever we've questioned if there's ‘too much cricket,’ fans continue to surprise us by following multiple tournaments.



Cricket viewership preferences naturally lean towards T20s over ODIs and Tests. But ultimately, it's the star players, exciting gameplay, high-quality contests, record-breaking moments, and thrilling battles that captivate audiences. This enduring love affair between cricket and fans seems unlikely to fade anytime soon.



While there might be a brief lull after the World Cup, cricket consumption, particularly T20s, shows no signs of slowing down. Viewership numbers suggest a strong season ahead. As the cricket ecosystem thrives, Dream11 will remain committed to maintaining top-of-mind recall and providing users with compelling reasons to choose our platform.


Last year’s campaign was a big one with the onboarding of the 3 idiots cast- what was the impact of the campaign and how did it help in this year’s strategy?


Last year's campaign offered valuable insights. One key takeaway was the positive impact of including non-cricketers. This strategy helped us reach new audiences, including those who aren't necessarily cricket or IPL fans. Broadening the campaign's scope beyond just cricket allowed for more creative freedom, which was another significant learning.


These learnings directly influenced our approach this year. We aimed to raise the bar by featuring non-cricket celebrities from diverse backgrounds across India. By including these well-known personalities, we aim to speak to a wider national audience and capture their interest.


Furthermore, this approach naturally attracts new audiences. Fans who follow entertainment, movies, Bollywood, or regional cinema may now be exposed to Dream11, leading to increased engagement. This strategy, along with last year's success in acquiring and retaining 55 million new users, fuels our optimism for 2024.


With the campaigns getting bigger will we be seeing higher marketing spends in 2024 from Dream11?


Given the industry's current dynamics and the new operating environment, we're adopting a cautiously optimistic approach to our 2024 advertising budget. We'll avoid significant spending increases from last year. Instead, we'll take a measured approach, allocating budgets on a campaign-by-campaign basis and closely monitoring user growth and retention. This data will inform our spending decisions for future quarters. While it's too early to predict year-end results, I expect to have a clearer picture of our 2024 performance compared to 2023 in three to six months.


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When you say new environment, how has the actual unground of the new tax regime been? Are you expecting any changes post elections?


Undeniably, the new GST tax implementation has presented challenges for the online gaming industry. While acknowledging these difficulties, we view this tax as a positive step towards regulation and a healthy gaming ecosystem. As a responsible corporation, Dream11 is committed to adhering to the law and ensuring compliance.



One user concern was whether this tax increase would be passed on. Dream11, along with other industry leaders, made the user-centric decision to absorb the tax, ensuring players have the same level of funds available for gameplay.


With only six months since the rollout, it's too early to assess the long-term impact on users or business profitability. These adjustments typically take around one to two years to settle.



However, Dream11 remains committed to working with stakeholders to ensure compliance, user satisfaction, and continued growth within the fantasy gaming ecosystem. As a major player, Dream11 recognizes the importance of industry leadership. Our focus extends beyond short-term gains, prioritizing the long-term health of the online gaming industry as a whole. We are optimistic that with time, things will stabilize and lead to a more sustainable future.



Our primary focus, quite honestly, is on running the business effectively within the new regulations. As mentioned, we have a lot on our plate right now. This will remain our key priority in the coming period.


Read More: <a href="https://www.storyboard18.com/quantum-brief/dream11-acqhires-fantasy-cricket-stocks-startup-sixer-15407.htm">Dream11 acqhires fantasy cricket stocks startup Sixer</a>

IPL 2024: Dream11 targets big growth with new campaign; can it repeat last year's 55 mn user haul?

The marketing spend by esports and gaming companies on IPL 2022 could be to the tune of Rs 1,000 crore. Starting from grand prize pools to star-studded IPL-focused ad campaigns, these new-age companies are making huge strategic investments into the fifteenth edition of the T20 cricket league. These companies expect the marketing spend to push their user base by at least 20-30 percent by the end of the league.

“In terms of pure media (ad) expenditure, the number till now is close to Rs 300 crore and this does not include digital expenditure, on-ground activities, brand ambassadors and a lot more. Add those in and it is a big share of the pie. It is not only significantly higher than last year but the trend looks like it will continue to increase in the foreseeable future,” says Skandaram Vasudevan, partner – strategy, Mudramax.

According to Vasudevan, customer acquisition being the primary goal for all of these companies, it only makes sense to be present on IPL considering the massive reach of the platform.

Most of the marketing blitzkrieg is coming from the fantasy space based entirely on real-life sports matches and users' virtual teams. As per a February 2022 Deloitte report, the Indian fantasy sports industry base alone grew by over 20 lakh users between May 2021v and June 2021, and this growth can be linked to Phase 1 of IPL that year.

With the league almost coming to a close, the online gaming companies are already recording growth in their user base. My11Circle, for instance, has clocked more than 21% gain since the beginning of the IPL this year.

What did they do to drive this growth? They went big on their TV and digital campaigns.

A week before the league took off, the company launched a 14-film ad campaign titled ‘India ka Sabse Bada 1st Prize’ featuring Sourav Ganguly, VVS Laxman, Shubman Gill and Ruturaj Gaikwad. The campaign went live on Start Sports and Disney+ Hotstar along with digital roll outs on Instagram, YouTube and Facebook.

[caption id="attachment_1038" align="aligncenter" width="300"]<img class="size-medium wp-image-1038" src="https://images.storyboard18.com/storyboard18/image-13-300x212.png" alt="Month In Focus" width="300" height="212" /> Month In Focus[/caption]

As per sources, upwards of Rs 50 crore is being spent by My11Circle on IPL this year.

In fact, My11Circle is not an isolated example.

Category Catch

Depending on the size of the company and their range of offerings, experts say each company is spending anywhere between Rs 5 crore and Rs 100 crore on IPL-focused marketing.

Coming back to the campaigns, like My11Circle, Dream11 also launched 17 new ad films as a part of what they are calling their largest campaign yet. As an extension to the IPL Campaign, Dream11 has also signed up Kartik Aaryan and Samantha Prabhu to promote an initiative around their mega contest for the start of Tata IPL 2022.

Explaining the celeb push of these campaigns, Vasudevan says that real money games and fantasy games are in that stage of development in the country where they have moved beyond convincing people about the validity of the product. Now, it is mainly about new customer acquisition and retaining existing customers – especially considering the number of players that have popped up on the market during the pandemic.

“The transient nature of the category means that consumers will jump ship to whichever platform that’s offering them the most attractive-seeming rewards. The platforms offering the best rewards will get more users and people will try to maximise their returns. This is also why these platforms are going aggressively after celebrities and influencers – to try to increase the credibility of the platform to get users on-board,” he says.

A league of their own

Brands in the category have also planned special modules under their umbrella of offerings for the season with the expectation of driving traffic. MPL launched the Great Indian Gaming League with a total prize pool value of Rs 2000 crore. Under the initiative they designed tournaments across all their offerings such as fantasy, casual games and esports, catering to all kinds of gamers in the country.

“We are expecting more than 7 million players to participate during this tournament and within just a month, we have seen an overwhelming response from users across India. We have not just seen a huge influx of new users who want to try their hand at digital skill games but also an increase in the number of games played by existing users,” says Manish Shrivastava, VP - Marketing, MPL.

While Shrivastava was unwilling to share details on their exact spends around IPL he mentioned a significant scale up in the company’s marketing outlay over last year.

The story of growth in the online gaming category during IPL doesn't however restrict itself to players operating in the cricket space. Turns out, the overall category is invested in the league.

Anurag Khurana, founder at Penta Esports says big ticket events like IPL have a lot of youth audiences who are gamers as well and given the large number of eyeballs these events reach out to, along with the consumer overlap, it makes perfect sense to advertise during these big ticket events.

“There are a large number of games to choose from and advertisements during events like these help a game to stand out of the crowd owing to the reach these big ticket events have,” he said.

After all it is all about getting noticed says Abhishek Aggarwal, Co-Founder and CEO, Trinity Gaming India.

“Brands look for various collaborations with the broadcaster and teams itself as there are various opportunities starting from team practice, main gear to multiple other aspects where they can associate to get visibility. Sports event always gets and provides better traction for the brand to reach out to their target audience,” he said

Similar hype is expected during other big events and tournaments as well lined up in this year including ICC T20 Cricket World Cup, FIFA World Cup and Asian Games where this time teams will compete for medals in the esports category.

Note to readers: Storyboard18’s new Month In Focus initiative spotlights themes and topics that are pushing marketers to reshape and rethink how brands interact with today’s customers. Our first theme is Just Sports, a special spotlight on sports marketing, presented by Sports18. We bring to you stories of how marketers are harnessing the power of technology, innovation and creativity in sports to create powerful storytelling in campaigns that increase affinity and loyalty with audiences. From traditional sports platforms around cricket to emerging games and the rise of esports, we get leading voices from the marketing and sports worlds to give us sharp and fast insights into future-facing marketing practices. Also, tune in for analyses which will surface ideas and strategies that are helping brands to level up experiences and storytelling with authentic collaborations. So watch this space for Just Sports.

DREAM11