My11Circle Grows Rapidly with IPL Partnership: Games24x7 COO
My11Circle experiences strong user and revenue growth through its IPL partnership. COO Saroj Panigrahi outlines strategic marketing campaigns and enhanced brand engagement
Sumit Rawat
Mumbai-based multi-gaming platform Games24x7, operating My11Circle and RummyCircle, became a unicorn in March 2022, ranking just behind Dream11 in value. This year, My11Circle replaced Dream11 as the official fantasy sports partner of the Indian Premier League (IPL) for the next five years. This strategic move aims to disrupt the market and solidify My11Circle's position as a key player in the online gaming industry.
Saroj Panigrahi, COO of Games24x7, discussed the significant milestone of partnering with IPL, emphasizing the company's commitment to enhancing player experience and deepening connections with cricket fans across India. The partnership with BCCI allows sustained engagement with cricket enthusiasts, fostering continuous innovation and strengthening My11Circle's standing in the fantasy sports landscape.
My11Circle is experiencing robust user and revenue growth, with a bright outlook for future expansion. Their IPL campaign, "My11Circle pe ek crore toh bas shuruwaat hai, socho..kitni badi baat hai!", is designed to spark curiosity and excitement among users. Featuring brand ambassadors like Saurav Ganguly and Shubman Gill, the campaign emphasizes the thrill of cricket.
Collaborating with The Script Room creative agency, My11Circle ensures its ads reflect the magnitude of rewards awaiting users. The marketing strategy for IPL employs a 360-degree approach, ensuring visibility across TV, OTT platforms, and digital channels, with influencer partnerships amplifying the brand's presence.
User growth targets are optimistic, with My11Circle seeing a significant increase in teams created and winners during the initial days of IPL. The goal is to attract new users while keeping existing ones engaged through innovative campaigns and user-centric initiatives.
The partnership with TATA IPL aims to enhance brand presence and capitalize on cricket enthusiasm in India, representing a long-term strategic investment. Despite regulatory challenges in 2023, My11Circle remains focused on user engagement and enhancing the fantasy sports experience through personalized offerings and marketing initiatives.
