Report on Shemaroo

Play Games24x7 won't compromise customer experience for ads

The company wants to promote its latest game heavily but isn’t looking at brand associations

MUMBAI: Ahead of the cricket world cup and IPL season, Play Games24x7 has unveiled its new fantasy sports platform, My11Circle, offering a completely new way of experiencing fantasy cricket.

The platform offers a simple and fun way to experience fantasy sports. Fans can pick and select players from both sides in a match and create a fantasy team of their own. Basis the performance of their selected 11 cricketers, a team owner can win exciting cash prizes. This doubles the fans' engagement and excitement for any cricket match now that every fan can create one’s own fantasy team.

Talking about the marketing strategy behind the game, Play Games24X7 co-founder and CEO Bhavin Pandya shared with that with cricket season around the corner, it is planning to promote the game heavily. He revealed that the game will be available in an app that will also allow the users to access its previous game, The Rummy Circle. “RummyCircle has a massive user base with more than 200k monthly active players, for these players My11Circle will already be a part of their existing app, so our fantasy game gets a massive headstart because of Rummy,” he said.

He further added, “For new users, we plan to leverage all digital platforms and also ATL mediums like TV, radio, and print.”

However, he is not looking towards brand associations to monetise the platform. He said, “We generate huge traffic on our apps and can monetise that by driving ads revenue by showing ads from other brands, but we believe that it would act as a distraction to the players. Our company believes in providing awesome game playing experience to its customers and we would never do anything which may hamper that.”

Talking about the USP of the game, Bhavin Pandya noted, “Our app boasts the fastest score updates. If you look at the competition, the match score updates on other platforms lag by a few minutes, for which a user needs to switch between multiple apps to view scores and to view the fantasy game standings. We have tried to make our score updates almost real-time, which will ensure the user gets everything on one app.”

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