Mumbai-based fantasy sports company PlayerzPot advertised with the Indian Premier League (IPL) last year and they cashed in a huge amount. The company plans to increase their marketing spend to INR 15-18 crores in FY21. PlayerzPot invested INR 4-5 crores for advertising online which included social media campaigns on over-the-top (OTT) platforms and a mix of other digital assets.
The co-founder of PlayerzPot, Mitesh Gangar said, “We were quite well –known in the fantasy sports industry but this year we invested in marketing strategies to create brand awareness and increase our user base. We conducted affiliate campaigns and influencer-based campaigns which proved to be an integral part of the brands marketing strategy.”
He further added that they also roped in cricketers Bhuvaneshwar Kumar and Smriti Mandhana as brand ambassadors just before IPL. The company saw a two-fold rise in the number of new users during IPL and a three-fold rise in revenue.
The number of registered users for the company was 25 lakhs and that translates to 30-35% in monthly active users (MAUs). The daily user base of PlayerzPot rose to 40-45% of the total user base and it came down to 30-35% during other international cricket matches.
Gangar added that generally, T20 matches are more preferred among the fantasy sports community as compared to test matches. The brand also launched casual games in the month of August which accounted for 20-25% of revenue before IPL. PlayerzPot expects a rise in revenue by 20-22% to INR 13-14 crore in this fiscal. The company raised funds in August and also claims to have doubled its total marketing spend to INR 15-18 Crores in FY21.
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