How My11Circle transformed IPL viewership into interactive experience

The fantasy sports industry has witnessed a remarkable surge in popularity, particularly in cricket-loving nations like India. With the proliferation of digital platforms and mobile connectivity, fantasy sports have transformed passive sports viewership into an interactive and engaging experience. Enthusiasts can now apply their knowledge of game strategies and player performances to create fantasy teams, making each match an immersive event. This digital transformation has opened new avenues for brands to connect with audiences, leveraging partnerships and sponsorships to enhance visibility and engagement.

In an exclusive interview with Adgully, Saroj Panigrahi, Chief Operating Officer, Games24x7, delves into the significant impact of My11Circle’s association with the IPL and the strategic initiatives undertaken to enhance user engagement. Panigrahi discusses the brand’s milestones, including a remarkable 50% increase in user participation during the IPL season, the role of celebrity endorsements, and innovative campaigns like “My11Circle pe ek crore”. He also sheds light on the measures taken to ensure fair play, the technological advancements driving user experiences, and the plans to sustain momentum beyond major tournaments. This insightful conversation provides a comprehensive look at how My11Circle has positioned itself as a leader in the fantasy sports landscape.

How has My11Circle’s association with the IPL as an associate sponsor enhanced its brand visibility and engagement with cricket enthusiasts?

Our partnership with TATA IPL as the associate partner marks a significant milestone for us. It underscores our commitment to elevate player experience and foster a stronger bond with cricket enthusiasts nationwide. This is evident in the staggering 50% increase in teams created on My11Circle within the first two weeks of IPL. This surge reflected both the fans’ excitement for the IPL and the unparalleled experience offered by My11Circle.

By offering fans the opportunity to apply their understanding of game strategies and player performance, My11Circle transformed passive viewership into an interactive and rewarding experience, enhancing their engagement with every match.

Since 2022, we have also been the title sponsors for Lucknow SuperGiants, and our association with the team has been very effective. Our campaigns are created and conceptualized keeping our audience in mind, which allows us to connect with them well.

It is also important to highlight that our associate sponsorship with the TATA IPL is not just for one season but a five-year partnership. 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.

Could you elaborate on the impact of My11Circle’s “My11Circle pe ek crore” campaign in heightening fan engagement during the IPL 2024?

Our campaign, ‘My11Circle pe ek crore toh bas shuruwaat hai, socho... kitni badi baat hai!’, was conceptualized to ignite curiosity and amplify the excitement for our users during the IPL. Designed with our users at the forefront, this campaign aimed to make the already-popular cricket tournament even more engaging by encouraging cricket fans to delve deeper into the performances of their selected players, fostering a stronger connection with the sport and enriching their overall IPL experience.

Central to our campaign are our brand ambassadors, a prominent lineup of cricket stars, including Saurav Ganguly, Shubman Gill, Arshdeep Singh, Mohammed Siraj, Ruturaj Gaikwad, and recent additions Rinku Singh and Yashasvi Jaiswal. Their involvement brought an added layer of excitement and authenticity, embodying the passion and energy that defined the spirit of cricket.

Our approach to fan engagement during the Tata IPL season was comprehensive and strategic. We wanted to deepen the fans’ understanding and interest in the sport by allowing players to fully showcase their skills. This season, My11Circle has seen a significant increase in player engagement and rewards. We've seen a remarkable number of players turning their fantasy cricket enthusiasm into real-life rewards. Compared to last year, we have seen a 50% increase in winners walking away with mega prizes. This impressive growth is driven by a 4X increase in reward categories compared to the previous edition, ensuring more opportunities for our users to win.

What strategies did My11Circle employ to leverage its partnership with Jio Cinema’s “Jeeto Dhan Dhana Dhan” to broaden engagement opportunities during the IPL?

Our strategic partnership with Jio Cinema as the presenting sponsor of “Jeeto Dhan Dhana Dhan” is a significant step in providing cricket fans with avenues to connect and truly engage with the sport they love.

By leveraging Jio Cinema’s extensive reach, we amplified our brand presence and connected with a broader audience. This collaboration not only broadened the opportunities for fans to interact with the tournament, but also offered them the chance to win exciting prizes, further fueling their passion for the game.

Through these efforts, we strived to provide an unparalleled experience for cricket fans, ensuring they remain connected, engaged, and rewarded throughout the entire IPL season.

Could you discuss the role of celebrity endorsements, such as Saurav Ganguly and Shubman Gill, in My11Circle’s marketing strategy for the IPL?

Our marketing and partnership strategies are driven by a long-term vision focused on enhancing the cricketing experience and fostering strong connections with our audience. Our efforts are strategically aligned to support our growth and boost brand visibility, ensuring that each initiative serves as a sustainable investment. We are proud to have cricket stars such as Saurav Ganguly, Shubman Gill, Arshdeep Singh, Mohammed Siraj, Ruturaj Gaikwad, Rinku Singh, and Yashasvi Jaiswal as our brand ambassadors. These players aren’t just renowned for their on-field achievements; but also endorse the values that My11Circle stands for off the field. These partnerships help us strike a chord with both longtime enthusiasts and fresh fans of the sport, reflecting our commitment to fostering a community where fans can immerse themselves in the game they love, blending skill with sheer excitement.

How did My11Circle differentiate itself from other fantasy sports platforms in terms of user experience and rewards during the IPL season?

At My11Circle, our primary strategy revolves around prioritizing our users in every aspect of our operations.

It has been five years since we debuted in the fantasy sports segment with My11Circle, and now we are amongst the fastest-growing players in the fantasy sports space. Despite being a late entrant, we have quickly risen towards the top of the table and witnessed very strong user and revenue growth. This upward trajectory stands as a testament to our concerted effort towards building an exceptional platform for fantasy sports enthusiasts, investments in our technology expertise, our ‘Science of Gaming’ philosophy as well as our strategic focus on brand building.

Our scientific approach to gaming, backed by advanced technology capabilities, sets My11Circle apart. This involves leveraging cutting-edge Artificial Intelligence and Data Science to create a hyper-personalized gameplay, ensuring that each user enjoys a unique and engaging experience tailored to their preferences and playing style. While hyper-personalization exists as a concept, what differentiates us is the industry-defining methodologies and resources that we have put behind our functions to improve user experiences.

Furthermore, our commitment to user engagement is exemplified by our innovative campaigns and substantial rewards. Our ‘My11Circle pe ek crore toh bas shuruwaat hai, socho..kitni badi baat hai!’ campaign, featuring the larger-than-life personas of My11Circle’s brand ambassadors, echoes the magnitude of rewards waiting for users on our platform. This season, we have had a 45% increase in the total prize pool, solidifying My11Circle as the go-to platform for extraordinary fantasy cricket rewards. We believe in rewarding our users’ expertise and passion for the sport, making the fantasy cricket experience on My11Circle not just engaging, but also highly rewarding.

What measures has My11Circle taken to ensure fair play and integrity on its platform, especially during high-profile events like the IPL?

At My11Circle, ensuring a fair and secure gaming environment is paramount. We achieve this through a robust technological infrastructure and compliance with strong ethical guidelines. My11Circle adheres to the E-Gaming Federation’s code of conduct, setting the standard for fair play and ethical gaming practices.

Our platform employs top-notch data protection tools to create a secure and transparent playing field. We employ advanced digital security and anti-fraud tools to provide users with secure payment options and safeguard their data and transactions.

Could you share insights on the demographic trends and user behavior observed on My11Circle during the IPL season compared to other times of the year?

The IPL season undeniably fueled a surge in activity on My11Circle, with a significant increase in user engagement compared to other times of the year. This year, we have witnessed a notable increase in the number of winners compared to last year. Halfway through the tournament, Uttar Pradesh and Maharashtra emerged as the regions with the highest number of winners, closely followed by Bihar, Rajasthan, and Gujarat. Jharkhand emerged as the biggest mover, witnessing a phenomenal 65% surge in mega winners, showcasing increased participation and cricketing passion.

How does My11Circle plan to sustain the momentum gained during the IPL season and retain users post-tournament?

As cricket remains a year-round passion for millions, major tournaments like the IPL serve as catalysts for heightened user engagement. To capitalize on this enthusiasm, we are focused on enhancing user experiences through innovative features and personalized engagements that resonate with cricket enthusiasts across diverse demographics.

We prioritize our tech capabilities to provide the best possible fantasy sports experience, continuously refining our platform with innovation in the game play and intuitive interfaces. Our commitment extends to sustaining momentum by engaging our growing user base, leveraging data-centric user insights, and introducing strategic initiatives that foster long-term user loyalty and engagement.

And to keep the cricket fever burning, we’ll soon be announcing a new and exciting campaign for the upcoming ICC Men’s T20 World Cup.

In what ways has My11Circle innovated its product offerings or features to adapt to the changing dynamics of the fantasy sports market, particularly in light of the evolving IPL landscape?

My11Circle has consistently demonstrated a commitment to innovation, ensuring that our offerings evolve in line with user interests and market dynamics. Recognizing the ever-changing preferences of fantasy sports enthusiasts, we have implemented numerous enhancements to our platform. Our user interface has been meticulously refined to provide a seamless and engaging experience, while our rewards category has been diversified to include a wide array of enticing prizes.

We’ve introduced several industry-first initiatives, such as the “Ek Se Ek Crore Waali Baat” during IPL 2021 and the “Double Your Winning” offer for the T20 World Cup 2021. We also introduced the Quick Create Mode allowing users to swiftly assemble their teams, making participation more accessible and enjoyable. For the season which just concluded, we had launched a special limited-period per-match contest where players could win an SUV. This unique contest started post a call-out by commentators during live matches, offering fantasy enthusiasts a thrilling chance to drive home an SUV, further enriching their My11Circle experience. Through these continuous innovations, My11Circle ensures it remains at the forefront of the fantasy sports industry, consistently meeting and exceeding user expectations.