Indian fantasy sports platform FanFight claims to have expanded its user base to more than six million during the Indian Premier League (IPL) 2020.
Launched in 2016, FanFight has leveraged the popularity of the Indian Premier League to supplement its growth. It registered massive progress in the last four years, but the occurrence of the COVID-19 pandemic had hindered its expansion.
Since the entire sports ecosystem suffered due to the lack of live events, fantasy sports portals also took a hit. However, FanFight retained its users by introducing a quiz format called Throwback Fantasy.
As sporting events like IPL 2020 slowly made a comeback amid the COVID-19 pandemic, fantasy sports firms have also witnessed an increase in traction.
Akhil Suhag, the founder of FanFight, believes fantasy sports can grow rapidly since the pandemic has restricted people to their homes.
"As sports returns after a lengthy pause, fans are itching to reconnect. Offline options are fewer and fantasy sports can play a crucial role in this,” reckons Suhag.
“Overall fantasy sports will become a more integral part of the sport experience, with newer formats, more engaging gameplay, and more socially cohesive features on the apps that will help connect fans across the board.”
Smart marketing techniques during IPL 2020spurred the popularity of FanFight and helped it become one of the leading players in the highly competitive fantasy sports market of India.
"We always approach every Indian Premier League season bearing in mind, branding and performance. As far as branding is concerned, we'll be visible digitally and on TV to enhance our visibility to more masses through those sectors,” FanFight marketing head Nishanth Amerneni had said before IPL 2020 began.
FanFight also brought about changes in their product to increase the users’ winning chances and keep them engaged.
Its participants now have the option of selecting up to 15 teams in the mega contests, unlike other platforms that usually allow up to 11 teams per contest.
Another feature called Gadget Pools allows users to join a contest with only INR 10 and they stand a chance to win gadgets like the iPhone, OnePlus devices, and other prizes.
FanFight hopes to continue its advancement during the upcoming events like the Big Bash League, India vs Australia series and Indian Premier League 2021.