The duration of sponsorship, said experts, would not be an issue with Dream11
because the gaming app revolves around the IPL.
The app allows a user to choose his or her team before a cricket match starts, and pick which players will perform the best. Based on their performance during the actual match, the user accumulates points and gets a rank at the end of the game. If the user participates in a game with money, it goes into a common pool, and the winner gets the amount after being charged a service fee.
“Fantasy gaming is a seasonal business, dependent on leagues and big tournaments. This is a dream break for Dream11
and it will do what Vivo did earlier: Ensure it becomes mainstream,” said N Chandramouli, chief executive officer of TRA Research, a brand advisory firm based in Mumbai.
Dream11 is likely to start its marketing activities around the IPL in the next 15-20 days as it seeks to amplify its title sponsorship, media industry experts said. The IPL kicks off in the United Arab Emirates next month. While the gaming app had about 50 million subscribers last year, the number has doubled now, sector experts said. The BCCI was left with no option but to seek a new title sponsor after Vivo, which forked out Rs 440 annually, decided to pause its sponsorship this year, following anti-China protests.
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