The Indian Premier League (IPL) has just begun, and the fan frenzy is already reaching fever pitch. The carnivalesque extravaganza is supported further by scores of brands, advertisements, and products, which are competing to get the attention of millions of watchers of the game. With investments riding high, and digital campaigns being organized to meet the demand, the move to online is full and complete. As people come in droves to watch games on streaming platforms and mobile phones, a new segment has emerged in our midst – Fantasy Sports, as they try to capture the same attention as some of the other consumer brands.
Fantasy Sports leagues are popular in the West, where millions of dollars go into organizing them for fans and enthusiasts every year. With India’s love for cricket and a growing affinity for smartphone based entertainment, fantasy sports platforms have also emerged in our country over the last few years. They are being popularized by sports stars and film stars with an incredibly high growth forecast owing to the sheer number of fans who wish to get involved.
Appeal of fantasy sports platforms and its scope
In a bid not to miss out on what the IPL has to offer, fantasy sports platforms are investing in online ads and promotions to get people onboard. By the end of 2021, estimates suggest that over 800 million smartphones will be in use countrywide, making us one of the highest users of smartphones all over the world. Supported by these numbers, several players in the space are looking at the online medium to acquire new customers.
However, the question is only half answered, if we do not know the various avenues and tools adopted by these platforms to tap into the market. For instance, several promotions are now being run by these platforms through affiliate marketing, it is proven to be one of the most effective means of generating maximum ROI, while contributing towards customer retention and acquisition through targeted advertising.
It is also pertinent to note that the rush to such fantasy sporting platforms isn’t just confined to cricket. While the sport takes the biggest chunk on account of its appeal and reach, other sports like Pro Kabaddi, and Football feature as some of the other popular choices for users. With projections indicating a user-base of over a 100 million, the industry is in for massive growth, which could clock above $5 billion in the coming years.
Affiliate marketing for fantasy sports platforms
One of the other key reasons why such platforms are opting for affiliate marketing is the authenticity and conversion rates offered by affiliate channels. The transparency of data offered by affiliate networks like Admitad is a major driver for brands to back the option. The traffic generated through them is niche, helping people design user-targeted campaigns where one can exactly know the engagement patterns and footfalls. This predictable and data-driven approach gives them enough fodder to get their message across to app users, who are keen to know more and sign up for services. The performance-based differentiated pricing models have always been a draw for brands and segments with respect to affiliate. Publishers of websites, hosts on apps, and partners make money whenever a user installs, registers, or clicks on the respective ad.
An added advantage to the transparency of data is the flexibility offered to advertisers. They can now determine how much to spend for each of the actions based on the customers and audiences they target, allowing them to design their spending based on their priorities. They have the freedom to customize operations for clients, who can opt for options that best suit their interests. For instance, cross device tracking is developing into a useful tool, as it allows companies to assess the effect of partners as accurately as possible.
Future is bright for the affiliate-sports platform synergy
Be it the acquisition of new customers, retention, or even getting the best ROIs, fantasy sports is in for a mammoth growth in the coming months. It won’t be a surprise if it is aided by partnerships with the affiliate channel, as a cost-effective alternative for facilitating business growth. The demand will only be on the rise, as the platforms are clearly making their presence felt. Digital marketing will continue to dominate the priorities of organizations across industries, and it is no different for fantasy leagues. Therefore, opting for an affiliate-fantasy sports platform synergy could be the best marketing bet that companies could make.
This article is authored by Ms. Neha Kulwal, Country Manager, Admitad India.
