MS Dhoni and Dream11: Unravellig the Marketing Strategy of Top Fantasy App of India

   
•     Team Digitofy
   
•     November 25, 2023

Dream11 is the official partner of IPL 2020, the most significant fantasy sports platform. The annual growth rate is around 32%, which is why it is popular. Cricket is a highly cherished sports game all around the country. Players from all over the country love to watch cricket sport. Dream11 has attained the status of the most significant fantasy sport since it became the sponsor of the 2020 IPL. 

About The Platform 

Here, a person can create a team including all the players. These players are competing with other enthusiasts for upcoming matches. Here, a player can also create a fantasy sports contest in which users will compete. Along with this, a user can join contests with their family and friends. 

Making Of Dream11

The infrastructure of Dream11 was built in 2014 on Amazon Web Service. Here, the core requirement is to provide stability and scalability to the users. Also, the average time is 99.99 percent, keeping users engaged on the application. 

What’s new about Dream 11

Users using web platforms, Androids, or iOS have benefits as this application has a single-digit latency. Due to this, it becomes straightforward and fast to make more significant achievements and score big. 

Because of the more extensive digital customer base, there are no chances of experiencing malicious cyberattacks. Dream11 aims to provide complete data security to all its users. Due to this, Dream11 provides AWS shield and web application firewall to all its users. Through this, no external intrusion will be experienced by the user. 

Also, Watch Our YouTube short video on: Day 3 – MS Dhoni and Dream11: Unravellig the Marketing Strategy of Top Fantasy App of India

Buyer’s Persona Of Dream11

More than 100 million users have registered in 2020 on Dream11. Thus, the application Dream11 has seen tremendous growth within a short period. The vice president, Mr. Praveen Jain, says this application has an intuitive cloud-native service that benefits from fast launching. It consists of AWS, which helps promote a user-first culture. 

Marketing Tactics Of Dream11

This platform became the official partner in the 2020 IPL, spending around $2.2 billion to defeat competitors. To maintain the brand identity of its application, Dream11 blends perfectly with its product strategies, pricing, place, and promotions for users.

The Success Strategy 

Dream11 has been an overwhelming success and comes along with 100 million users. The reason behind the success of Dream11 has always been endorsement, partnership, campaigns, and regular funding. Dream11 has unique strategies, making it a very successful and demanding application. 

They advertise their application through television, digital marketing, and social media ads. Not only this but a very famous social media and TikTok influencer, Khaby Lame, was hired by Dream11 to advertise their application. 

Pricing & Rewards 

This application spends money upgrading technology, advertising the app, maintaining the platform, and raising human capital. Along with this, for all the users, the application also conducts many offers, rewards, and cash prizes. It includes some free cash contests for engaging users on their platform. 

A certain amount that users need to pay to create their team is nearly Rs.73 as a cash contest. On average, the prize money offered is three lakhs, and the total slots available are 5,333. 

Place Strategy & Tactics

The place strategy of Dream11 is quite fascinating, as this platform has crossed over 100 million verified users. In the fantasy sports industry, the reliability level is critical. Thus, users will not experience any interruption while playing cricket matches. The compound annual growth rate is 23%, which is enormous. 

Dream11 Strategy For Doing Promotions 

Famous cricket players are appointed as the brand ambassador of Dream11. There are multiple brand ambassadors, due to which this application has become a fantasy gaming brand. 

This application is the most significant online fantasy cricket match and holds a Guinness world record. Famous cricketers like MS Dhoni, Shikhar Dhawan, Rohit Sharma, Rishabh Pant, Hardik Pandya, Shreyas Iyer, and Jaspreet Bumrah are the faces of Dream11. 

Dream11 Competitor’s Dealing Strategies 

This application comes with a very high user base compared to other platforms. But still, there are some top competitors of Dream11, such as MPL, My11Circle, Gamezy, HallaPlay, MyFab11, etc.  No additional application has reached the set benchmarks of Dream11. For this reason, Dream11 offers users fast speed along with robust features. 

It also provides top-notch social media and customer support to users. There are many competitors, but they have yet to provide all the users with the same features and facilities. Thus, the qualities of the Dream11 application make it unique and different from other sports platforms. 

Marketing Strategy Of Dream11 Leading to Success

Dream11 partnership is limited to a higher extent. Thus, they limit games up to cricket and aim for the Pro Kabaddi League, the World Basketball League, the international hockey federation, and many more. This is the ultimate marketing strategy of Dream11 to step on the emotional factor of the audience. Hero Caribbean Premier League and Indian Super League were the most notable during 2017. 

Dream11 creates advertisements that are related to the lifestyle and daily work of users. The purpose of creating such ads is only to make users believe how convenient it is to create a team on dream11. They target the audience with a common dialogue while doing advertisements which is “I will do this work on your behalf, you make team on dream11”. This dialogue has influenced a lot of users and made them believe that it is easy to make a team on dream11. 

Conclusion 

Dream11 has become a fantasy sport for millions of users. Thus, it has become very appealing for the audience to play multiple games in one spot. Dream11 application is very huge and wide in terms of playing games and creating their team. 

It is using new techniques and strategies for engaging users and delivering fresh content so that they will not get bored. Still, there are so many powerful rivals for their application but Dream11 always aims to engage users.