Reduced Cost of
Acquisition by 30x

for a Fantasy Cricket Brand

Current Numbers / Results / Achievements

Number of Downloads

550,000+

Overview

This case study focuses on the development and branding of a newly launched fantasy cricket game in 2017. The objective was to create a strong brand presence, generate registrations for the web application, and position the platform as a leader in India’s fantasy cricket market.

 

Targets / Objectives

The goal was to generate a significant number of registrations for the fantasy cricket game while creating a brand that resonated with an Indian audience. The platform aimed to offer maximum variations in the fantasy cricket space and attract players from across India.

 

Challenges Faced

  • Branding: The challenge was to create a theme that felt distinctly Indian and cricket-centric, incorporating elements that could resonate with cricket enthusiasts.
  • Targeting: Reaching the right audience across Tier 2, 3, and 4 cities within India was a key focus, as these areas had been neglected by other fantasy platforms.
  • Positioning: Establishing the platform as a prominent player in the highly competitive fantasy cricket game market was crucial.

 

Our Solution (Marketing Strategy)

A comprehensive marketing strategy was devised to create a unique brand identity and drive registrations for the platform. The key elements included:

  • Logo Design: A new, impactful logo was designed, reflecting the theme of cricket in an Indian context.
  • Website Design & Development: The website was completely redesigned to provide a seamless user experience, making it easy for users to register and play the fantasy cricket game.
  • Tagline Creation: The tagline "#CricketWaliHoshiyari" was developed to resonate with the audience, blending fun with the knowledge required to excel in a fantasy cricket game.
  • Social Media & Radio Campaigns: Social media advertisements and radio jingles were created to capture the attention of the target audience, with a focus on engaging users through creative and relatable content.
  • Influencer Marketing: Collaborations with cricket influencers helped expand the platform’s reach and increase credibility in the competitive fantasy cricket space.
  • Traditional Indian Warli Art: To make the branding even more unique, traditional Indian Warli Art was incorporated into the design, giving it an authentic, local touch that distinguished it from competitors.

Target Customer

The primary target audience for the fantasy cricket game consisted of users from Tier 2, 3, and 4 cities in India. This demographic was largely neglected by existing fantasy cricket platforms, providing an opportunity to tap into a growing market of enthusiastic cricket fans.

Challenges Faced in Execution

  • Competitive Market: Establishing the platform as a top contender in the fantasy cricket game industry, which was already saturated with well-known competitors, was a major challenge.
  • Tight Deadlines: With important tournaments such as IPL and FIFA World Cup approaching, there were stringent deadlines to ensure the platform was fully operational and promoted ahead of these events.

Services Provided by Paarami

Duration of the Project

The project spanned over three years, with continuous improvements and optimizations to drive user registrations and brand positioning for the fantasy cricket game.

Results

  • Increased Registrations: The marketing efforts successfully generated a significant number of registrations, surpassing the initial targets.
  • Strong Brand Identity: The platform's unique blend of traditional Indian art and cricket themes helped establish a memorable brand identity, differentiating it from competitors.

 

Future Plan of Action

  • Content Diversification: The next step is to develop new content types to engage a broader audience and educate them about the features of the fantasy cricket game.
  • Leveraging Additional Marketing Platforms: New marketing platforms, including native advertising and programmatic platforms like Taboola, Outbrain, and AdRoll, will be explored to drive further growth.
  • Continuous Campaign Optimization: Ongoing A/B testing and customer feedback will be utilized to refine marketing strategies for optimal results and long-term growth.

This case study highlights how Paarami Digital successfully positioned a new fantasy cricket game platform in a competitive market through creative branding, influencer marketing, and targeted campaigns, leading to substantial user registrations and strong brand recall.

Website Link: Final Over

This case study provides insights into how a targeted approach to branding and marketing can help new platforms succeed in the highly competitive fantasy cricket industry.

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