SILICON VILLAGE

Thursday, September 6, 2018

Dream11 Partners with CleverTap to Power the Next Wave of Fan Loyalty in the Fantasy Sports Industry



CleverTap, the cutting-edge mobile marketing automation solution provider, today announced that Dream11, India’s biggest sports gaming platform, is extensively using its comprehensive data-driven user engagement suite to further consolidate its position in the competitive fantasy sports market.

Ever since its inception in 2012, Dream11 has scaled rapidly to become the fantasy sports platform of choice for over 40 million users in India. Catering to a diverse target of sports fans with evolving sensibilities and sacrosanct loyalties, Dream11 aims to complement the entire sports consumption experience across both web and mobile channels. CleverTap’s AI/ML-powered platform is helping Dream11 craft personalized, contextual, and timely engagement campaigns to drive higher app monetization and retention.

To create personalized campaigns, Dream11 leverages CleverTap’s automated segmentation capability that uses RFM (recency, frequency and monetary) analysis to segment its user base into 10 distinct segments. With RFM, Dream11 is able to discover its champions, loyal users, and those that are at-risk or hibernating. By keeping track of user activity and their monetary values, they are able to run targeted campaigns to reduce at-risk and hibernating users over time while also running loyalty programs to keep their champions and loyal users  coming back. 

Using CleverTap Journeys, Dream11 can now visually build highly effective push notification campaigns based on specific historical and real-time in-app user actions or inactions. Dream11 is also leveraging the power of rich push notifications by embedding their “Dimaag Se Dhoni” campaign slogan as an accompanied sound in their notification. Not only does this help their notifications stand out, but also adds an interesting dimension to the entire user experience.

Rahul Mirchandani, VP of Customer Retention at Dream11 said, “We are fast changing the way a sports fan consumes sports by providing them a highly immersive second screen experience. Playing on Dream11 requires the application of both creative imagination and rational thinking. In such a scenario, converting infrequent users into repeat customers through effective and timely mobile marketing campaigns is of utmost importance.” He further elaborated, “CleverTap’s automated segmentation engine helps us harness user-level behavioral insights to craft engagement strategies that drive higher monetization and retention. Using their advanced marketing automation platform, we believe we can extensively tap into the sporting interests and loyalties of sports fans and provide a great product experience.” 

Sunil Thomas, CEO of​ CleverTap said, “The rapid evolution of fantasy sports as an engagement and monetization opportunity has been remarkable. Dream11’s rise in terms of scale as the go-to fantasy sports platform in India has been noteworthy.” He further elaborated, “Our advanced automated segmentation engine helps Dream11 identify different user segments that need to be engaged with across devices through personalized and contextual notifications. Also, these have to be delivered at the right time to maximize chances of users coming back to the platform to strategically make their teams. We are thrilled to be powering the growth of India’s largest and most loved fantasy sports platform and are excited to see what lies in store next.”

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