My11Circle’s growth during the Indian Premier League (IPL) 2020 can be attributed to its clever marketing strategy, according to Avik Das Kanungo, director, brand and marketing strategy of the fantasy gaming platform.
The Indian Premier League is not only the most lucrative period for fantasy sports brands but also a highly competitive one. And to stand out from its competition, My11Circle opted for tailor-made advertisements that were aired during specific slots on matchdays.
“We shot ads and placed them in a way that the visuals in the ad resembled the scenarios in the match. So, we had a different commercial to run right before the toss and it was shot in the atmosphere of the toss,” explained Kanungo to exchange4media.
“It hit the psyche of the viewer at the correct point.”
The Mumbai-based company made several compelling advertisements featuring their brand ambassadors, including former Indian cricket team captain Sourav Ganguly, along with Australian star Shane Watson and Afghanistan allrounder Rashid Khan.
Given the wide reach of the IPL, Saroj Panigrahi, VP of My11Circle, believes nothing works better than the cash-rich T20 tournament if a fantasy sports platform wants to grow in India.
“IPL and fantasy cricket have a 100 per cent overlap in the TG (target group) and that’s how we made sure that IPL on TV was a major part of our media mix… All the cricket audience is spending almost four hours a day on TV watching IPL. That is quite high, by any norms,” said Panigrahi.
My11Circle claims to have become the second-most preferred fantasy gaming platform during IPL 2020, only behind the season’s title sponsor Dream11.
“IPL outdid our expectations by all parameters. Our app traffic grew over 1000 per cent from pre-IPL to IPL,” Panigrahi claimed.
Founded in 2019, My11Circle has swiftly grown into one of the largest fantasy gaming platforms of India, offering fantasy cricket and fantasy football.
It recently signed former Indian cricketerVVS Laxman as its brand ambassador.