SUBMITTED BY:

ASHISH GANGAL
Gangal.ashish9@gmail.com

PM SCHOOL
LIVE CHALLENGE NO. 70

IDEA GENERATION CHALLENGE

FOR HD WORKS
ABOUT FANFIGHT
About
Fanfight is a fantasy gaming platform that allows users to
create their own teams and participate in various
competitions. It is over 7 million users on its platform
Problem Context:
Majority of the fantasy market is covered by 1 company which
has 80% market share. Fanfight has a market share of about
5%. All the fantasy apps have largely the same look, feel and
functionality.
Due to this similar feel and functionality, the market has
become a me-too kind of a market and the competitors who
gained ground first tend to stay there with little incentive for
users to switch to another app.
Number of users 11 Crore 70 Lakh 6 Crore
Goals
Add new product features to increase the repeat playing
behaviour of the users i.e. play fantasy games more frequently
for real money.
Problem Statement
As head of product at Fanfight,
1. Come up with 3 solutions to increase repeat playing
Behaviour & create a sustained competitive advantage
2. Prioritize ideas in order of impact
3. Balsamiq/Figma wireframe for the product solution with
the highest impact.
4. Success metrics for recommended solution
Assumptions
1. The scope is limited to the android mobile application
2. Repeat playing behaviour is defined as users playing every
week for a month.
MARKET SIZING
The disparity in number of
To estimate the tentative market size we will use the top to bottom approach: fantasy registered users and
estimate is due to people using
Total Number of people living in India – 130 crore multiple mobile numbers to
% of people who follow either cricket, football or kabaddi in India – 60% register accounts.
People who follow either cricket, football or kabaddi in India – 60% x 130 = 80 Crore To account for multiple accounts,
a multiplier of 1.5x to be used.

16-21 22-34 35-45 Total Fantasy

Total users
Players (in Cr)
registered
Age wise breakup 15% 20% 15%
8.34 Cr 12.5 Cr
% of people with access to 60% 70% 60%
smartphone Assuming a CAGR of 22% on the
unique players playing the game,
% of people with access to the fantasy gaming market can
80% 90% 80%
internet grow substantially.

% of people who play Fantasy Registered users (Crores)

90% 90% 70%
games 18.61
15.26
% of people who play 12.51
50% 50% 30%
fantasy sports

Total Fantasy Players (in Cr) 2.6 4.54 1.20

2021 2022 2023
All the value are taken for the year 2021
KEY INSIGHTS

Industry
89% of players of fantasy platform players are mobile users
and over 80% of the users are men.

In 2020 alone, 100 million users in India joined various fantasy High bounce rate and more
gaming platforms, and they currently engage 14% of all number of page visits
smartphone users in the country. required indicate more
effort required on part of
the user.
There is increasing participation of users from tier-2 and tier-3
towns. Fanfight lags behind in the
number of referring sites
and referrals account for just
A major portion of the marketing campaigns are targeted 2% of traffic for Fanfight
towards educating the users and that it not a something bad. while it accounts for over
13% of traffic for Dream11 For the desktop version

Opportunity
The CAGR of the industry has been almost 32 per cent, with
gross revenues standing at INR 2400 crore in FY20, from INR
920 crore in FY19, an almost threefold increase. The Fantasy
Industry in India is expected to have a valuation of USD 3.7
billion by the end of 2024
USER PERSONAS
Ronit
21 years old
New Delhi
Engg. Student
Ronit is an engineering student in his
final year & lives in IIT Delhi hostel. He
love cricket and football.
He enjoys playing fantasy sports but
with small amounts (feels awkward
sharing on social media). He is super
competitive with friends & all his
friend play against each other.
Pain Points:
- He gets frustrated if he misses out
on updating the team as per the
lineup due to an assignment.
- He wants recognition for the wins
apart from small monetary wins.
Ankit
37 years old
Coimbatore
Sports Coach
Ronit is a married sports Coach
working in a tier-2 city and he is a
cricket fanatic.
He plays fantasy sports in his free time
and love to put in big sums of money
to win big. He often plays in the larger
win pools.
Pain Points:
- He finds it boring when he thinks
he is playing against kids and needs
a bigger challenge.
- Although he enjoys creating his
own team, he wishes for a different
format for the game.
Sharmila
28 years old
Mumbai
Home maker
Sharmila is a housewife and lives in
Mumbai and has no kids as of now.
She love playing mobile games to pass
time and owing to her interest cricket
she has taken up fantasy gaming
recently.
Pain Points:
- Needs help in choosing the right
team as she doesn’t always know
who is in form but isn’t willing to
install cricket.com app separately
as she considers it a hassle.
PAINTS POINTS AND SOLUTIONS
Feature Name Paint Point Solved
Missing out on updating
the team as per the
Auto Team Update
lineup due to the
window being short.
Better recognition for the
wins & being able to share it
Awards & Trophies with friends. Remove
hesitation while sharing
small monetary wins.
The need for feeling
pride by winning against
Champions Arena
real players and a sense
of accomplishment
Targeted Users Other potential improvement
not making it to the top 3
1. Tournament Royale: An entire
tournament length fantasy game
Targeted towards users where players make a team for
the entire tournament.
like Ronit and Sharmila Benefit: Long term commitment,
and unique format of play for
players like Ankit.
Issues: Complex rules in creating a
team, substitutes in case a player
is ruled out etc. Will take 2+ years
to implement & educate user.
Targeted towards users
2. UX improvement: Home screen
like Ronit
to show the ongoing matches.
Currently it takes 3 clicks to reach
the page.
Benefit: Ease of access, will nudge
users like Sharmila to play more
Issues: Impact not as substantial
as others with current players.
Targeted towards users
like Ankit and Ronit 3. Built-in Analytics: Instead of
separate app, metrics like
consistency (S.D.) built in.
 Feature #1 Feature #2

Auto Team Update Awards & Trophies

DESCRIPTION: When the auto update is on, DESCRIPTION: Users can earn various badges
the competitions for which the feature is to show their winning and participation streaks
turned on, will automatically remove the (like 5 wins streak, 5 day streak, 1 month streak),
players not in the playing XI and replace them Points achievement badge, trophies for being in
with the most selected players not yet selected .A quick access the top 1, 5, 10, 20 and the
and within the budget. This icon on the ability to share them on social
While selecting media with a single click.
will ensure that people don’t home page
the captain,
end up with players not part These Badges and trophies can
vice captain, Menu will show be used to define the top x%
users to have of the team. We can add a
the Awards and players basis a given parameter.
option to turn bench of players to select the
trophies section.
on auto update. auto update players from in Each time a badge is unlocked,
Clicking on it
future builds. takes you to a pop-up will show in-app & a
- The same option will be available post team your badges. notification communicating the
selection. the top 1, 5, 10, 20. badge win too.
DESIRED IMPACT: DESIRED IMPACT:
1. Assist the players who might not be aware of 1. This will provide sense of accomplishment in
team updation process and help new players and addition to monetary wins & ability to share their
prevent them from dropping off due to low wins. win driving higher sharing of app.
2. Prevent frustrated users who forget to update 2. This will keep users coming back to the app to
teams or get busy. create teams on a daily/weekly basis
COMPETITIVE MOAT: COMPETITIVE MOAT:
Attract users with busy lives from other platforms Attract users who see stories of friends’ badges

PRIORITY SCORE: PRIORITY SCORE:

Reach* Impact** confidence Effort* Reach Impact confidence Effort
3 4 70% 2 5 4 50% 3

Timeline to Implement: 3 Months Timeline to Implement: 4 Months

*Reach is on a scale of 0 to 5, Effort is on a scale of 0 to 5 **Impact here is used to define increase in repeat playing Behaviour on a scale of 5
 Feature #3 PRIORITIZATION

Champions Arena
DESCRIPTION: Champions Arena will allow users
to compete with teams made by real players. The
champion’s team can be taken through a Missing out on updating Reach - 3
partnership with players or from public sources.
Users can choose to compete against them from
Reach*
Auto TeamImpact** confidence
the team as per the Impact – 4Effort*
‘live matches’ page where they will be taken to a 3
Update 4lineup due70% to the 2
Confidence – 70%
screen to select champions to compete with or they window being short. Effort – 2
can select champions arena from left swipe menu.
They will earn badges if they win
Clicking on the against the champions and a
playing XI, the popup to share the same on Better recognition for the
user can see social media. The feature to be Reach - 5
wins & being able to share
the team
available only on paid contest, Awards & it with friends. Remove
Impact – 4
selected by the
nudging the free users to start Trophies Confidence – 50%
all star player. hesitation while sharing
playing for money. Effort – 3
small monetary wins.
clicking play DESIRED IMPACT:
against, team of 1. Improve paid match
the champion participation
will be pitched 2. Create a sense of excitement Reach - 4
The need for feeling
against platers among users, making it more
team. competitive.
Champions pride by winning against Impact – 3
COMPETITIVE MOAT:
Arena real players and a sense Confidence – 50%
of accomplishment. Effort – 2
Move users who play free games to paid games
PRIORITY SCORE:
Reach Impact confidence Effort
4 3 50% 2
PRIORITY SCORE: Reach x Impact x confidence
Timeline to Implement: 3 Months
Effort
 AUTO TEAM UPDATE – FIGMA WIREFRAME
DETAILS: In order to combat the issue of ending up with players of 0 values in their teams, specially when real money on the line, we need the auto update
feature. The players gets the auto update option at 2 locations: 1. on the captain, vice captain selection page once the team is created 2. After the team
selection, you can go in live matches section and toggle the auto update feature. This prevents users from dropping off the platform due to absence of adequate
time on their part and will encourage them to participate more as risk of poor team is low. The rules to be followed with the feature are given on the next page.

A notification pop-
up to notify the
user of the auto
select being
completed and no.
of substitutions
been made.

The 2 places where

the users can toggle Another pop-up after the
the auto update match to show points by
teams option. substitute players.
We also provide an
info icon which shows
a popup on what this
option does
 AUTO TEAM UPDATE – FIGMA WIREFRAME

RULES OF AUTO UPDATE: FUTURE SCOPE:

In case a player forgets to update the team at the cut- 1. Functionality to utilise left over credits to select better players, if any.
off time of the match, the following rules will apply: 2. Substitute players between cohorts e.g. A batsman can be replaced by a bowler if cohort limit intact

Remove non-
playing players
Clicking on the information Icon
shortlist players in
Clicking on the icon will
the playing XI
show the users the rules
associated with the switches
players credits being made to their line up so
Less than/equal to
No such that they learn about the
Exit player credits
player exists substitution and don’t et
Shortlisted disappointed if a substitution
Most selected is not made.
Add back the
player in the same
No player in removed player
cohort *
same cohort
Selected
User will be notified by a
Team limit in Limit breached notification in case no
breach if the
substitutes can be made for
player selected
the users team as soon as the
No breach
line up is out so that user can
Select the take action if he wants to.
shortlisted player

* Cohorts: WK, Batsman, Bowlers, Allrounders

SUCCESS METRICS
METRIC
North Star # of paid competition
Metric participation / week
# of paid competition
participation/user/week
# of weekly active users/ # of
monthly active users
Success
Metrics
Weekly user drop-off rate
% of Users using the auto
update feature
# of points earned by substitute
player / Auto update user
# of monthly active users
Counter % of auto update users not
Metrics getting a substitute
% of popular matches
available per week
DESCRIPTION Active users is defined
as players who
Total number of paid competition participation registered participate in atleast 1
per week (user can register in multiple competitions) paid competition.
Total number of paid competition participations per user per
week
Need to ensure optimal
See the repeat playing behaviour of users if value is higher comparison as
then players are coming back on a weekly basis. comparing IPL weeks
with regular weeks will
Percentage of active users leaving the app after a week. To
compare auto-update users with non auto-update users. yield skewed results.
Percentage of active users using the auto update feature per
week
Average number of points earned per week by substitute Popular contest refer to
players among users who use the auto update feature the matches in which
top 8 teams of the
Total number of monthly active users to ensure our total user
count is not going down
sports are playing or
Percentage of users who opt for auto team update but the
are ICC level
tournament for cricket
rules don’t allow them a substitute.
To ensure parity when comparing success metrics we want and equivalent for
equal number of popular matches per week other sports.
 PM SCHOOL

THANK YOU
ASHISH GANGAL