Devise a suitable marketing strategy for MY11CIRCLE with the objectives of The Indian online fantasy gaming sector,

increasing the user base and achieving higher profitability. which is valued at around 20 billion Indian
PROBLEM STATEMENT 1 rupees in 2021, is expected to escalate
rapidly and reach a massive valuation of
over 50 billion Indian rupees by 2025.

MY 11CIRCLE also wants a viable referral program as a part of the

customer acquisition strategy.
PROBLEM STATEMENT 2

My11circle company details- The OFSP industry in the US and Canada saw its user base grow
Net income: 100000 from 18 million in 2006 to 59.3 million in 2017 as per the (the
Fantasy Sports and Gaming Association) FSGA’s report.
Operating income: 50000
Owners: Games 24×7
Founded: 2019

According to a survey by
Indiacasinoinfo.com, in India, almost
71% of players love cricket. Football
follows suit with 54%. With the Pro
Kabaddi League, Indians are also
KPMG India in its report: The Business of Fantasy Sports (July 2020), noted that drawn to this indigenous sport, and
the number of users participating in online fantasy sports in India has grown Kabaddi holds third place with 6% of
at a compounded annual growth rate of 212%, from 2 million users in June
total players in its pocket.. While the Indian fantasy sports industry is growing at 32% CAGR,
2016 to 90 million users in December 2019. The number of OFSP companies
has also exponentially risen from around 10 in 2016 to more than140 in 2019. My11Circle's revenue grew over 300% during 2020, making it the
fastest-growing major fantasy platform in India.
 MARKETING STRATEGY PROBLEM IN EXISTING
REFERRAL STRATEGY
Events and market advertisements during other cricket tournaments like T20, ODI and & ICC
01 Champions trophies. Even though the referral amount is high (550) fewer people are converted.
This will increase app traffic hence would generate revenue in off-seasons. This is mostly due to less amount being allowed to withdraw instantly and not
rewarding the person using the referral link.

02 Other games need to be included along with cricket & football like Kabaddi, hockey, basketball No proper marketing for the referral program.
and badminton and running sports events during other game leagues.

03
Regional social media influencers, advertising in regional languages would attract people with emotional
connections increasing fanbase from all parts of the country. NEW REFERRAL STRATEGY
Twitter marketing, although big celebrities would charge much for advertising, tweets and small
1 Increased marketing of referral programs to create exposure.
04 videos would attract a huge crowd towards the game with the essence of professionalism.

2 Renaming a referral program to 'Refer a friend' to create a positive effect.

05 Providing sponsorship to game leagues like Indian Super League, Vivo Pro Kabaddi, Hero I League
and Premier Badminton League.
3 Options of sending links as well as referral codes to be used at the end of
the account-creating process to increase accessibility.

06 Affiliate marketing with the help of online content creators like bloggers and vloggers. Commissions are
paid on leads that convert to sales. It can be accomplished by running a paid advertising campaign and
social media influence at the ace of email marketing. 4 Providing Rs. 50 currency to be used in the game for users using referral code
and link to create account.

Reducing the overall total amount of referrals from 550 to 300 and providing the
07 Form marketing, answers people's questions on Forum like Quora, Reddit
5 option of instant withdrawal of Rs. 100+50 off in games currency+ max of Rs 150
incentive for every game the person using referral code joins.(Rs 3 per match)(50
times).