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The IPL Fantasy League scores big

By afaqs! news bureau , afaqs!, New Delhi | In Digital | June 11, 2014
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The user base for the IPL Fantasy League has crossed the one million mark.

Packed with exciting features and innovations, the IPL Fantasy League has won the hearts of both, serious cricket buffs as well as casual followers of the game. The user base has crossed the one million mark.

Screenshot of IPL Fantasy League website

Screenshot of IPL Fantasy League website

Screenshot of IPL Fantasy League website

Ramesh Srivats

Since its launch in 2013, the Fantasy League website (https://fantasy.iplt20.com/) has had garnered over six million unique visitors clocking in nearly 275 million page views, with an average session spanning eight pages over 13 minutes.

It has been created and run by TenTenTen Digital Products, a Bengaluru-based company that creates digital assets for brands.

The league also saw global participation with almost 18 per cent of its visitors coming from 213 countries outside India. After India, the countries with most visits were the UK and the US, followed by the UAE and Pakistan.

Ramesh Srivats, the managing director and chief executive officer, TenTenTen Digital Products, says, "The challenge this year was to make the best game even better. We approached this at two levels. We enhanced the experience for serious players by adding features like stealth mode, scheduled changes, and even the ability to track league positions live. And for casual players, we made the game more enjoyable with all stars, Facebook leagues and fun features like dishooms. The response has been overwhelming, and now we have already started thinking about what new stuff we can add next year."

All three game modes saw increased participation. Over 4.5 lakh people played the championship mode, and 3.6 million daily challenge teams were created. The new game mode - all stars - where casual players could create a team by picking at least one player from each franchise saw a huge uptake, with nearly 300,000 people participating in it. The ability to create user leagues also drew heavy engagement, with users being able to face-off against friends and colleagues for bragging rights. Over 60,000 such leagues were created with a combined membership of nearly 4,50,000 players this year.

Users could also join fan leagues to indicate the teams they were rooting for. Chennai Super Kings (CSK) was at the top with over 117,000 users. When it comes to the 'most wanted' players of this season, based on users' choice across all 60 matches, Glen Maxwell topped the list followed by Virat Kohli, Sunil Narine, Dwayne Smith and Suresh Raina.

The winners of the IPL Fantasy League were awarded the official team jersey signed by the KKR players along with a special cricket bat and a hamper of IPL memorabilia. In addition to this, the daily challenge winners were also given tickets for the playoff matches.

TenTenTen was established in April, 2011 to build digital assets to increase a brand's engagement with its customers. These properties deploy insights on social media habits and interests of consumers to create highly engaging platforms for a brand's audience.

TenTenTen recently announced the launch of Tweeplay, a breakthrough innovation on Twitter. Some of the other successful digital properties developed by TenTenTen are the IPL Fantasy League and Nivea Armprints.

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