VEVE Boosts App
Installs by 50% and
Registrations by 183%
during Peak Cricket
Seasons for My11Circle
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Key outcomes
A comparison between Cricket vs Non-cricket Seasons in 2023
50%
Increase in App Installs
183%
Increase in Registrations
614%
Increase in Deposits (Paid Players), during peak cricket seasons
About the brand
My11Circle.com, a part of Games24x7, is India's fastest growing online fantasy cricket platform. It ensures a safe and secure environment for enjoying popular fantasy sports like cricket, football and kabaddi. The My11Circle app provides an effortless and user-friendly gaming experience on Android and iOS mobile devices, enabling players to choose their own team, enhance their skills and win real cash rewards.
THE STORY
The Indian Fantasy Sports market size is expected to reach approximately USD 72 billion by 2030, at a CAGR of roughly 13.9% between 2023 and 2030. [1] This growth is fuelled by several factors, including the popularity of cricket in India, which has translated into a surge in fantasy cricket games. Partnerships with major sports leagues, such as the Indian Premier League (IPL), have enabled fantasy sports platforms to reach a wider audience. The increasing penetration of smartphones and affordable internet services, coupled with a rise in disposable income, has further contributed to the industry's growth. My11Circle aimed to tap into this booming market for online fantasy sports through innovative marketing and advertising strategies.
The challenge
The number of mobile gamers has witnessed a year-on-year increase, accompanied by a proliferation of diverse mobile devices. Mobile OEMs such as Samsung, Xiaomi, vivo, realme and Oppo dominate the Indian smartphone market.[2] These renowned OEMs have introduced multiple devices across different price points to cater to the tech-savvy Indian audience in major cities as well as tier 2 and 3 locations. My11Circle wanted to reach these high intent smartphone users to boost their business growth. They were looking for a partner with expertise in OEM advertising to effectively connect with this extensive and high-quality audience.
Campaign objectives
My11circle aimed to:
- Drive incremental reach beyond traditional search & social media channels and increase customer acquisitions at scale.
- Target online gamers throughout India who exhibit a greater tendency to make deposits on the app (paid players) and demonstrate a high retention rate.
- Optimize cost-per-acquisition to drive a higher ROI.
The solution
- VEVE recognized that the inclination to play cricket fantasy games is significantly higher during India's various cricket seasons, like the Cricket World Cup and IPL. VEVE effectively reached out to this high-intent audience and connected them to the My11Circle gaming app through ads placed on diverse Keyboard inventories. The targeting strategy focused on relevant keywords, leveraging the fact that smartphone users frequently use their keyboards throughout the day. This contextual targeting approach on popular Keyboards proved highly effective in attracting depositing players who also exhibited strong retention rates.
- Tiles, quick-access icons, were used on OEM default browsers (like Oppo & vivo) to reach highly interested audiences at the start of their online journeys, boosting new user acquisitions for My11Circle.
- To ensure incremental app installs, ads were strategically placed on high engagement touchpoints across leading OEM app stores, expanding the reach of My11Circle app beyond the Play Store.
- Keyboard Apps
- Tiles
- App Install
The results
A comparison between Cricket vs Non-cricket Seasons in 2023
50%
Increase in App Installs
Increase in App Installs
183%
Increase in Registrations
Increase in Registrations
614%
Increase in Deposits (Paid Players), during peak cricket seasons
Increase in Deposits (Paid Players), during peak cricket seasons
Eshaan Pawan,
Marketing Manager - Games24x7
Marketing Manager - Games24x7
“Our collaboration with VEVE has been instrumental in tapping into the growing Indian fantasy sports
market. Their expertise in OEM advertising and understanding of user behaviour allowed us to
effectively connect with smartphone users across diverse devices and demographics. The utilization
of keyboard inventories, particularly during cricket seasons, proved to be a game-changer, driving
significant registrations and deposits from enthusiastic players. VEVE's dedication, expertise, and
commitment to our success have truly set them apart as a valued partner in our growth journey.”
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