Integrated Program in Management

Indian Institute of Management, Rohtak

Term- IX

Advertising Assignment

Brand: Dream11

Submitted by: GROUP 2

Aditya Kumar IPM03010

Ananya IPM03021
Upadhyay
Ayush Asati IPM03045
Devansh IPM03055
Bhargava
Kartikey IPM03071
Agarwal
Manan Baweja IPM03087

Submitted to: Dr. Freda

Submitted on: 18th February, 2024

Dream11: Revolutionizing Fantasy Sports in
India
Dream11, founded in 2008 by Harsh Jain and Bhavit Sheth, has emerged as a dominant
player in the fantasy sports industry, boasting over 100 million users and a valuation of $8
billion as of November 2021. This enhanced content will delve into the background of
Dream11, its business model, and the various features it offers to its users.

Background
Dream11 began its journey as an innovative startup, initially experimenting with an ad-based
model. However, recognizing the immense potential of fantasy sports, the company pivoted
to a freemium model focused on fantasy cricket in 2012. This strategic shift proved to be a
game-changer, as Dream11 quickly gained popularity among cricket enthusiasts in India.
The platform's success prompted the expansion into other sports such as football, kabaddi,
and basketball, broadening its appeal to a wider audience.

Business Model
Dream11 operates on a freemium model, offering a range of both free and paid features to its
users. The free features include the ability to create teams, participate in practice contests,
and access sports news and information. This allows users to get a taste of the fantasy sports
experience without any financial commitment. On the other hand, the paid features cater to
users who are looking for a more competitive and rewarding experience. By participating in
paid contests with real money entry fees, users have the opportunity to win cash prizes based
on their team's performance.

Revenue Generation

Paid contests on Dream11 work on a commission-based model. The platform takes a

percentage (typically 15-20%) from the total prize pool in these contests. The remaining
prize money is then distributed among the winners based on their team's performance. This
model ensures that Dream11 generates revenue while also providing an exciting and fair
gaming experience for its users.
Features and User Experience
Dream11 offers a seamless and user-friendly interface, allowing users to create their fantasy
teams by selecting players from real-life sports matches. The platform provides detailed
player statistics, match schedules, and other relevant information to assist users in making
informed decisions. This enhances the overall user experience and adds an element of
strategy to the game.

To further engage users, Dream11 offers a variety of contests catering to different

preferences and budgets. From small-scale contests with low entry fees to high-stakes
tournaments with substantial prize pools, there is something for everyone. This versatility
ensures that users of all levels can participate and enjoy the fantasy sports experience.

Furthermore, Dream11 has implemented robust security measures to protect user data and
ensure fair play. The platform adheres to strict guidelines and regulations to maintain the
integrity of the game, providing a safe and trustworthy environment for users to compete.

Conclusion
Dream11's journey from a startup experimenting with an ad-based model to becoming a
unicorn in the fantasy sports industry is a testament to its success and innovation. With its
freemium business model, offering a range of features and contests, Dream11 has captured
the imagination of sports enthusiasts across India. The platform's commitment to user
experience, data security, and fair play has contributed to its immense popularity and user
base.

As Dream11 continues to expand its offerings and explore new sports and leagues, it is
poised to further solidify its position as a leader in the fantasy sports market. By constantly
innovating and adapting to the evolving needs of its users, Dream11 is well-positioned to
capitalize on the immense potential of the fantasy sports industry and provide an
unparalleled gaming experience for sports enthusiasts.
Key aspects of the model:

● No advertising: Dream11 focuses on user experience and avoids displaying intrusive ads that
might disrupt gameplay.
● Low conversion rate: Only a small percentage of users (around 10%) participate in paid
contests, making user acquisition and engagement crucial.
● Focus on user experience: Dream11 invests heavily in creating a smooth and engaging
platform for users.

Additional revenue streams:

● Sponsorships: Dream11 has secured lucrative sponsorship deals with major sporting events
like the Indian Premier League (IPL) and various cricket teams.
● Investments: Dream11 also generates income from interest on its investments.

Dream11's success lies in its freemium model, focus on user experience, and strategic partnerships.
By providing an accessible and engaging platform, they attract a large user base, and a small portion
of these users contribute to their revenue through paid contests.

Market situation analysis:

Dream11, with its impressive user base of over 200 million and dominant 90% market share in
India's fantasy sports market, is strategically positioned to leverage the projected $72.06 billion
market by 2030. To diversify revenue streams and attract new users, the platform can expand its
sports and leagues portfolio to include emerging sports like esports and regional favorites such as
kabaddi and hockey. This strategic move would not only widen its user base but also cater to diverse
sporting preferences, thereby enhancing its market presence. Moreover, forging strategic
partnerships with sports organizations, leagues, and teams can further bolster Dream11's position in
the market, offering exclusive and compelling fantasy sports experiences tied to these partnerships.
Additionally, exploring international markets with similar sports fan bases and regulatory
frameworks presents a significant opportunity for global expansion. While this expansion strategy
holds immense potential, navigating international regulatory compliance will be crucial. However,
by leveraging its success in India and focusing on user engagement, innovation, and strategic
expansion, Dream11 can position itself as a dominant force in the global fantasy sports arena,
tapping into the immense growth potential of the industry. This analysis emphasizes the strategic
pathways available to Dream11 as it navigates the dynamic and lucrative landscape of the fantasy
sports industry, highlighting the company's potential for growth and success in both the domestic
and international markets.

Competitors of Dream11 in the Fantasy Sports

Market
Dream11 faces competition from several prominent players in the fantasy sports market in India.

Each of its main competitors brings unique strengths and strategies to the table, making the market a

dynamic and competitive landscape.

My11Circle: Diverse Fantasy Sports Options

Owned by Gameskraft, a well-known gaming company, My11Circle is a significant competitor with

substantial financial backing, enabling it to offer diverse fantasy sports options to its users. The

platform's primary focus on cricket and its sponsorships with the Indian Premier League (IPL)

attract a similar audience to Dream11. My11Circle's ability to engage cricket enthusiasts and offer

an array of engaging fantasy sports experiences poses a notable challenge to Dream11's market

dominance.

MyTeam11: Significant Fantasy Sports with low entry barriers

MyTeam11 is an online fantasy sports platform in India, launched in 2016. It allows users to create

virtual teams of real-life athletes from various sports, primarily cricket. By predicting their
performance, users compete against others in contests and leagues for a chance to win real money.

The platform offers various features like creating multiple teams, joining different leagues, and live

tracking of matches. MyTeam11 has gained popularity due to its user-friendly interface, diverse

contests, and potential for earning. However, it's crucial to remember that fantasy sports involve an

element of risk and potential financial loss.

MPL (Mobile Premier League): Multi-Gaming Platform

As a multi-gaming platform, MPL offers fantasy sports alongside other games like esports and

quizzes. This diverse range of offerings might attract users who are seeking variety in their gaming

experiences. However, it is worth noting that MPL's fantasy sports options are still in development,

which may impact its competitiveness in this specific segment. Nevertheless, MPL's potential to

expand its fantasy sports portfolio makes it a noteworthy player in the market.

BalleBaazi: Casual Fantasy Gaming

BalleBaazi is a startup that focuses on casual fantasy gaming. The platform distinguishes itself by

offering simplified rules and smaller contests, potentially targeting a different user segment than

Dream11's more hardcore players. BalleBaazi's approach appeals to users who prefer a more relaxed

and accessible fantasy sports experience. This unique positioning in the market allows BalleBaazi to

carve out a distinct niche and compete with larger platforms like Dream11.

In this highly competitive market, Dream11 must continue to innovate and differentiate itself to

maintain its position as the leading fantasy sports platform in India. By understanding the strengths

and strategies of its competitors, Dream11 can adapt and refine its offerings to cater to the evolving

needs and preferences of its user base.

This analysis provides insights into the competitive landscape of the fantasy sports market in India,

highlighting the diverse approaches and unique strengths of Dream11's key competitors. As the

market continues to evolve, understanding and responding to the strategies of these competitors will
be crucial for Dream11 to sustain its position as a dominant force in the industry.

COMPETITOR ANALYSIS

Unique Selling Proposition (USP)

T
arget
Audience Analysis for Dream11

Dream11, a leading fantasy sports platform, primarily aims to cater to two main audiences:
sports enthusiasts and tech-savvy individuals.

Sports Enthusiasts

Characteristics

Sports enthusiasts form the core audience for Dream11 and are characterized by their
passion for various sports, particularly cricket, football, kabaddi, and basketball. They are
avid followers of these sports, possess a deep understanding of the rules and players, and are
keen on testing their knowledge and skills through the immersive experience of fantasy
sports.

Demographics

This segment primarily consists of individuals aged 20-35, with some interest from older
demographics as well. The user base is predominantly male, but there is a growing female
user base. Geographically, the primary focus is on India, with potential for expansion to
other cricket-loving countries. While the income levels of this audience vary, there is
generally disposable income available to participate in paid contests and engage with the
platform's offerings.

Tech-Savvy Individuals

Characteristics

Tech-savvy individuals constitute another key target audience for Dream11. They are
comfortable using mobile apps and the website, demonstrating the ability to seamlessly
navigate the platform to create teams, participate in contests, and manage their accounts with
ease.

Demographics

Similar to the sports enthusiasts segment, the age and gender distribution of tech-savvy
individuals aligns with the broader user base of Dream11. Geographically, the primary focus
remains on India, with potential for expansion to other cricket-loving countries. The income
levels of this audience also vary, with a general capacity for disposable income to engage
with the platform's paid contests and features.

Consumers

The target audience for Dream11, comprising sports enthusiasts and tech-savvy individuals,
exhibits specific interests and characteristics that influence their engagement with the
platform.

Interests

Members of this audience are deeply passionate about sports, with a particular emphasis on
cricket, football, kabaddi, and basketball. They derive enjoyment from the competitive
nature of fantasy sports, relishing the opportunity to test their knowledge and skills within
the context of these beloved sports. Moreover, they are tech-savvy individuals who are
comfortable utilizing mobile apps and online platforms, leveraging these technologies to
enhance their engagement with fantasy sports. Furthermore, the allure of winning real
money prizes serves as a compelling motivator for their participation in paid contests.

Customers (Paid Users)

Beyond the broader target audience, Dream11's paid users who actively participate in
contests represent a pivotal segment for the platform's success.

Participation

These paid users actively engage with the platform by participating in paid contests,
contributing to the vibrant and competitive ecosystem of fantasy sports. Their demographics
largely align with the characteristics of sports enthusiasts and tech-savvy individuals,
reflecting the diverse yet interconnected nature of Dream11's user base.

Motivations

Characterized by their interest in competitive gaming and the potential to win real money
prizes, these paid users embody the essence of sports enthusiasm and tech-savviness,
actively contributing to the dynamic and engaging environment fostered by Dream11.

This comprehensive analysis provides valuable insights into the diverse segments
comprising Dream11's target audience. Understanding the demographics, interests, and
 characteristics of these segments is pivotal for the platform's strategic initiatives, marketing
endeavors, and user experience enhancements. By leveraging this nuanced understanding,
Dream11 can tailor its offerings and engagement strategies effectively, ensuring sustained
growth and success in the competitive landscape of fantasy sports.

Target Audience Analysis for Dream11

Dream11, a leading fantasy sports platform, primarily aims to cater to two main audiences: sports
enthusiasts and tech-savvy individuals.

Sports Enthusiasts

Characteristics

Sports enthusiasts form the core audience for Dream11 and are characterized by their passion for
various sports, particularly cricket, football, kabaddi, and basketball. They are avid followers of
these sports, possess a deep understanding of the rules and players, and are keen on testing their
knowledge and skills through the immersive experience of fantasy sports.

Demographics

This segment primarily consists of individuals aged 20-35, with some interest from older
demographics as well. The user base is predominantly male, but there is a growing female user base.
Geographically, the primary focus is on India, with potential for expansion to other cricket-loving
countries. While the income levels of this audience vary, there is generally disposable income
available to participate in paid contests and engage with the platform's offerings.

Tech-Savvy Individuals

Characteristics

Tech-savvy individuals constitute another key target audience for Dream11. They are comfortable
using mobile apps and the website, demonstrating the ability to seamlessly navigate the platform to
create teams, participate in contests, and manage their accounts with ease.
Demographics

Similar to the sports enthusiasts segment, the age and gender distribution of tech-savvy individuals
aligns with the broader user base of Dream11. Geographically, the primary focus remains on India,
with potential for expansion to other cricket-loving countries. The income levels of this audience
also vary, with a general capacity for disposable income to engage with the platform's paid contests
and features.

Consumers

The target audience for Dream11, comprising sports enthusiasts and tech-savvy individuals, exhibits
specific interests and characteristics that influence their engagement with the platform.

Interests

Members of this audience are deeply passionate about sports, with a particular emphasis on cricket,
football, kabaddi, and basketball. They derive enjoyment from the competitive nature of fantasy
sports, relishing the opportunity to test their knowledge and skills within the context of these
beloved sports. Moreover, they are tech-savvy individuals who are comfortable utilizing mobile
apps and online platforms, leveraging these technologies to enhance their engagement with fantasy
sports. Furthermore, the allure of winning real money prizes serves as a compelling motivator for
their participation in paid contests.

Customers (Paid Users)

Beyond the broader target audience, Dream11's paid users who actively participate in contests
represent a pivotal segment for the platform's success.

Participation

These paid users actively engage with the platform by participating in paid contests, contributing to
the vibrant and competitive ecosystem of fantasy sports. Their demographics largely align with the
characteristics of sports enthusiasts and tech-savvy individuals, reflecting the diverse yet
interconnected nature of Dream11's user base.

Motivations

Characterized by their interest in competitive gaming and the potential to win real money prizes,
these paid users embody the essence of sports enthusiasm and tech-savviness, actively contributing
to the dynamic and engaging environment fostered by Dream11.

This comprehensive analysis provides valuable insights into the diverse segments comprising
Dream11's target audience. Understanding the demographics, interests, and characteristics of these
segments is pivotal for the platform's strategic initiatives, marketing endeavors, and user experience
enhancements. By leveraging this nuanced understanding, Dream11 can tailor its offerings and
engagement strategies effectively, ensuring sustained growth and success in the competitive
landscape of fantasy sports.

Behavior:
● Actively participate in paid contests with real money entry fees.
● Regularly engage with the platform, checking scores, and managing teams.
● Maybe more knowledgeable about the sports offered on the platform.
● Value the excitement and potential rewards of paid contests.

In addition to this target segment, Dream11 also targets sponsors and investors who value their large
user base and engagement with a sports-loving demographic.
The platform may also attract content creators and influencers who can promote the platform and
reach new audiences.
Being a freemium business model, Dream11 needs to cater to both free and paying users to maintain
a healthy ecosystem. While attracting new users is crucial, retaining existing users and encouraging
them to participate in paid contests is essential for their long-term success.
 Communication Problems

Addressing Dream11's Communication Challenges:

1. Combating the "Betting" Confusion:

Dream11's biggest communication hurdle lies in differentiating itself from traditional

betting. To effectively address this, they need to emphasize the skill-based aspect

of their platform. This means highlighting the strategic elements involved in creating

successful fantasy teams, such as in-depth player research, statistical analysis, and

informed captain and vice-captain choices. Educational content plays a crucial

role here. Develop infographics, blog posts, and video explainers that clearly

differentiate fantasy sports from betting, focusing on the knowledge and strategic

thinking required for success. Partnering with influencers who understand this

distinction and can communicate it effectively to your target audience can further

amplify this message.

2. Building Trust and Combating Scams:

Financial scams are a major concern for any online platform dealing with money.

Dream11 needs to proactively address this by implementing robust security

protocols. Regularly update your security measures, educate users on common

phishing scams and safe practices, and emphasize secure payment gateways.

Transparency is key here. Be clear about fees, taxes, and withdrawal processes,

leaving no room for ambiguity. Additionally, clearly communicate any risks

 associated with the platform and discourage excessive spending through

responsible gaming practices.

3. Expanding Beyond Cricket:

Dream11's overemphasis on cricket creates a blind spot for many users, who

remain unaware of their diverse sports offerings. To bridge this gap, Dream11

needs a multi-pronged approach. Marketing efforts should shift beyond cricket,

utilizing targeted campaigns, data insights, and influencer partnerships to reach fans

of various sports. The platform itself can be enhanced by featuring other sports

prominently on the homepage, creating dedicated landing pages, and streamlining

navigation. Content diversification through blogs, news, live streaming, and social

media engagement can pique wider interest. Finally, partnerships with sports

bodies, leagues, athletes, and influencers can amplify reach and build communities

around different sports. By implementing these strategies, Dream11 can shed its

cricket-centric image, showcase its multi-sport offerings, and attract a broader

audience.

4. Navigating Legal Challenges with Transparency:

Legal issues surrounding online fantasy sports can create uncertainty and erode

trust. Dream11 can counter this by adopting a proactive and transparent

communication approach. Openly address legal issues, explaining your stance

and the steps you're taking to comply with regulations. Offer clear and concise

statements on your website, social media platforms, and other official channels.

Additionally, build trust by highlighting your commitment to fair play and

responsible gaming practices. Partnering with regulatory bodies and independent

auditors to demonstrate your adherence to regulations can further bolster trust and

credibility.
Communication Objectives and Strategies

Challenge 1: Combating the "Betting" Confusion

Objective: Clearly differentiate Dream11 from traditional betting and emphasize the skill-
based aspect of the platform.

Strategies:

● Content Marketing: Develop educational content (infographics, blog posts, videos)

explaining fantasy sports, including player research, analysis, strategy.
● Influencer Marketing: Partner with influencers who understand and can
communicate the skill-based nature of Dream11.
● Messaging: Refine website and app messaging to focus on strategic elements and
knowledge required for success.
● Comparative Ads: Consider running comparative ads highlighting differences
between betting and fantasy sports.

Challenge 2: Building Trust and Combating Scams

Objective: Increase user trust by showcasing robust security measures, transparency, and
responsible gaming practices.

Strategies:

● Security: Regularly update security protocols, educate users on safe practices, and
emphasize secure payment gateways.
● Transparency: Clearly communicate fees, taxes, and withdrawal processes.
Address potential risks associated with the platform.
● Responsible Gaming: Promote responsible gaming practices, set spending limits,
and offer self-exclusion options.
● Anti-Scam Messaging: Regularly educate users on common phishing scams and
how to identify them.
Challenge 3: Expanding Beyond Cricket

Objective: Diversify user base by showcasing and promoting non-cricket sports offerings.

Strategies:

● Marketing: Create targeted campaigns for different sports using data insights and
influencer partnerships.
● Platform Enhancements: Feature non-cricket sports prominently, create dedicated
landing pages, and improve navigation.
● Content Diversification: Offer blogs, news, live streaming, and social media
content focused on various sports.
● Partnerships: Collaborate with sports bodies, leagues, athletes, and influencers
from different sports.

Challenge 4: Navigating Legal Challenges with Transparency

Objective: Maintain user trust by addressing legal issues transparently and demonstrating
commitment to fair play and responsible gaming.

Strategies:

● Open Communication: Publicly address legal concerns, explain your stance, and
clarify steps taken to comply with regulations.
● Official Statements: Provide clear and concise statements on websites, social
media, and other platforms.
● Fair Play Initiatives: Highlight commitment to fair play and responsible gaming
practices.
● Partnerships: Collaborate with regulatory bodies and independent auditors to
demonstrate compliance and build trust.

Key Performance Indicators (KPIs):

● Increased awareness of skill-based nature of Dream11

● Reduced perception of Dream11 as a betting platform
● Increased user trust and positive sentiment
● Growth in users from non-cricket sports segments
 ● Improved understanding of legal landscape and regulatory compliance

Strategy to develop the IMC program

Target Audience:

Primary: Cricket fans, aged 18-40, tech-savvy, predominantly male.

Secondary: Football, kabaddi, basketball and other sport fans within the same age group.

Defining the objectives set for the IMC program:

● Increase brand awareness and consideration among primary and secondary

audiences.
● Drive app downloads and active user base growth.
● Increase participation in paid contests and overall transaction volume.
● Strengthen brand loyalty and positive brand perception.

Key strategies:

1. Leverage Cricket Mania and Integrating it to other sports as well:

● Partnerships: Secure official sponsorships with major cricket leagues, teams, and
players. IPL (Indian Premier League) is a major cricket season in India that can
significantly promote the fantasy app. Likewise the Indian Super League, which is a
popular football league in India, can also be incorporated into the Dream 11 platform
which can market both the parties and consequently create a win-win situation for
both of them.
● Content Marketing: Create informative and engaging sport-related content (blogs,
videos, infographics) showcasing player statistics, analysis, and fantasy team tips.
● Activations: Organize offline events, contests, and meet-and-greets with cricket
and other popular stars.
2. Multi-Channel Communication:

● Social Media: Utilize platforms like Facebook, Instagram, and YouTube for organic
and paid campaigns featuring user-generated content, influencer collaborations,
and interactive challenges.
● Mobile Marketing: Implement targeted in-app notifications, SMS campaigns, and
push notifications.
● Digital Advertising: Use programmatic advertising to reach relevant audiences
across websites and apps.
● TV & OTT: Utilize targeted ad placements during popular cricket matches and
sports programming.

3. Gamification and Incentives:

● Referral programs: Offer rewards for successful user referrals.
● Loyalty programs: Implement tiered programs with exclusive benefits for active
users.
● In-app challenges and leaderboards: Encourage friendly competition and
engagement.
● Gamified contests: Introduce innovative contest formats with unique themes and
mechanics

CREATIVE EXECUTION THROUGH TV AND DIGITAL ADVERTISING