The Indian fantasy sports industry is booming like never before. The COVID-19 induced lockdown gave a boost to the fantasy sports market as limited options of entertainment were available to the population. More people got into online gaming depending on their preferences. As per news reports, the global fantasy sports industry is touted to grow by $5.38 billion during the 2021-2025 period. The numbers reported are very impressive. The brands in the Indian fantasy sports market are very optimistic about achieving the estimated figures and crafting a success story for everyone to see.
We spoke to Sunil Yadav, CEO, PlayerzPot—one of the leading fantasy sports brands in the country to find out more about this thriving industry, its rebranding strategy, competition and more.
Excerpts from the interview…
As a fast-growing fantasy sports platform, what kind of impact does branding activities have in getting new users?
Our branding exercise was focused on getting new users to play on the platform. The focus of the ‘KhelaKya’ campaign was to develop curiosity among the community of fantasy players and to encourage them to play on the application. The portrayal helped us in getting the brand registered in the target audience’s mind and brought a fresh identity to the brand. As branding is always an ongoing activity we are focused on becoming the one point gaming destination for all gaming enthusiasts.
PlayerzPot did rebranding during the IPL 2021 season. What was the return on investment like with this rebranding activity?
We primarily started with fantasy and during the 2020 lockdown, we realised the need to shift gear to casual gaming. We wanted to renew this whole spirit and vision of the company. This led to the rebranding of PlayerzPot. As a result we could see close to 100% increase in organic download.
Cricket has a massive fan following in the country, how does PlayerzPot promote fantasy baseball and basketball which aren’t so popular?
For sports which are not so popular in India, we primarily encourage our users to play the games. The retention team at PlayerzPot focuses on making the user play in these games there by increasing participation and developing interest in them. These are done through free leagues, discounted entry and other tactics.
PlayerzPot has cricketers Smriti Mandhana and Bhuvneshwar Kumar as brand ambassadors, the cricket fans relate to them instantly, is the firm planning on getting brand ambassadors keeping in mind other verticals?
We are planning to go beyond our image of being just a fantasy gaming company which resonates with the current ambassadors. Since the arrival of casual gaming on the platform we have increased a plethora of options and possibilities in terms of getting ambassadors which the masses can relate to. We believe in sticking to the target audience’s needs and communicating in a much more effective way.
PlayerzPot is the official fantasy partner of the Rwanda Premier League. How did you decide on this move?
We are currently associated with the Rwanda Premier League as their fantasy partner. The objective was to support and encourage women’s participation. We wanted to support the women’s league at the grass root level. The current association is focused on building together an environment which is conducive for the participation of women in sports. We look forward to areas where we can help the sporting community grow in some or the other way.
What kind of impact does the brand experience by being the official partner of a well-known league with respect to visibility and increased user base?
It adds credibility to the platform. Being associated with a well-known league adds to the credibility along with the visibility. A real money gaming platform requires users’ trust to sustain in a longer run. Such kind of association is how we are able to establish credibility, and also get required eyeballs and talking points between the prospective users.
How does the brand tackle the stiff competition from rival fantasy sports brands?
We are focused on the user’s needs. If we are able to meet them and address their concern, we are in the right direction and the rivalry does not matter to us. We have always created marketing strategies which have taken care of the growth and the brand.
How is PlayerzPot planning on expanding its hold in the Indian fantasy sports industry?
We want to build on the momentum that we got from IPL and extend it to the upcoming ICC championship. As an entity we are focussed in creating a robust platform which will help not only the users on the platform but also the stakeholders associated with it. The overall vision is to create a holistic approach so that everyone associated with sports is benefited.
We hope to see this fantasy sports brand achieve many milestones in the coming future. With a robust plan in place and a mighty vision, PlayerzPot is here to turn the fortunes around not just for the industry but also for its players.
With a Masters’s Degree in Journalism and Communication, Mrinal Gujare currently is cruising through an exciting genre of writing and editing at Gutshot Magazine. Apart from being an Editor, Mrinal is an avid reader and a former contemporary dancer. She is also perennially hungry for intriguing scoops from across the globe. No holds barred is the rule Mrinal follows in life.
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