‘Above & Beyond: Lessons in marketing leadership’: How the perfect blend of entertainment and IPL led to a 100% growth in user engagement for Games 24×7
In 2020, Games24x7 was looking for the right partner to fulfil its vision of becoming the platform of choice for fantasy sports in India. The brand – a digital skill games-based company – is home to RummyCircle, India’s largest online rummy platform, and My11Circle, the second-largest fantasy sports platform in the country.
In this episode of ‘Above & Beyond: Lessons in Marketing Leadership’, Bhavin Pandya, Co-Founder & CEO, Games24x7, states how the brand partnered with Disney+ Hotstar before and during IPL 2020 to achieve, and better, the vision it had laid out for itself.
Games 24×7’s campaign on Disney+ Hotstar was divided into two phases. In the pre-IPL phase, the brand looked to spread My11Circle’s brand message: positioning the platform as the destination for fantasy cricket.
As the tournament was the first big-ticket event in a year that saw the pandemic, Games24x7 believed that fans would be most tuned in to the tournament during the first two weeks. The phase 2 of the campaign focussed heavily on the first two weeks of the tournament to leverage this heightened interest.
“Disney+ Hotstar was a true partner all along. The team assured us that the kind of support and visibility we would get would be second to none. And they were absolutely right. When you try and make a splash during the IPL, it’s very important that you focus on brand recall. Because of the COVID-19 situation, people were highly engaged, especially at the start of the IPL. That is the time to capture your audience; when the interest is at a maximum during the first two to three weeks,” Pandya said.
The brand’s campaign led to stellar results. They expected the user count to increase by 30-40%. However, the results exceeded the expectations, with My11Circle’s player count and engagement increasing by a staggering 100%!
To know more about how Games24x7 went about achieving this impact, watch the fifth episode of Above & Beyond: Lessons in Marketing Leadership.
