RMG apps eye ad-backed return, but pricing and brand intent cloud the pitch

Speaking with MintDream 11’s Chief Marketing Officer (CMO) Vikrant Mudaliar said that it was to protect the feeling of competition and add free competitions, expand advertising forms and increase the game streaming.

Dream11, which is the largest fantasy game application of India, which has been restarted with advertising integrations from companies such as Swiggy, Astrotalk and Tata Neu, emphasizes central challenge: to maintain the sense of competition to build fans’ sense of competition, to monitor and compete, and to keep interest rates alive without cash shares.

The revenues of companies such as Dream 11, which were supported by commissions, sponsorships, partnerships and data money earnings in paid competitions, historically dominated. Now, the fans are extremely interactive, floating, playing ads to attract the attention of the match time. The fields are simple: During live sporting activities, high user activity offers critical real -time access to brands.

The introduction and regulation of the online Game Law, which entered into force on October 1, aimed to close the legal gaps around the online gambling and betting, and to make it easier to pay for these games.

User drop

The free application of Dream11 attracts only 10 million -day active users (DAUS), which is a steep drop from the registered user base of approximately 250 million, and emphasized the difficulty of maintaining participation after the disappearance of cash prizes.

The company carried out an advertising -free application for paid fantasy competitions historically, but Mudaliar stated that the platform has been working for a long time through official partnerships and brand awards rather than advertising -supported formats.

“Over the years, we have established a partnership with brands for years as official fantasy partners for ICC, IPL and BCCI for years, but a curatoric connection on platforms such as Hotstar, but this was not a curator -supported model,” he said. “The advertisement is a first type for us to look at making money, and it’s still the first days.”

Dream11 launched a selective pilot for advertising money to earn money using a mixed approach that matches the direct sales of the prime inventory to align brands with limited programmatic purchases. In addition, platform curator sponsorships, customized competitions and deeper brand integrations designed for a player’s high -time journey to emerge.

Mudaliar said, “Rather than a game called emphasis, performance, local, gambling ads and contextual settlements – just a performance – just a game – rather than just a game, we use brands that make it feel organic rather than a game and use brands as selectively and focusing on meaningful partnerships that add value to the user experience instead of chasing volume.

Other platforms, including Games24x7 and Mobile Premier League, have removed real money prizes and turned into a free application to play, but have not yet discovered money. A Gamekraft spokesman said the company has not yet plans to restart.

The queries sent to Mobile Premier League and Games24x7 by E -Post remained unanswered.

Saurabh Parmar, an independent marketing and advertising consultant, doubts whether the new strategy will work, because the strategic question is user motivation and continuous participation even without cash rewards.

“Why should users come?” He wondered why fans should prove and stay in a free environment of brands following users and platforms.

“I am suspicious of the current playing model and the future of the current play. Of course, 10 million Dau is a large number, but I am not sure that they will interact unless there are meaningful incentives or prizes,” he said.

These platforms also enter an estimated saturated advertising market. LaOnly 4,500-7,000 crore is spent on IPL each year. They face the settled TV broadcasters, ott services, social media and important digital platforms running programmed channels. This competition criticizes pricing, reliable measurement and unique advertising integrations.

Experts, big brands to convince to advertise will be difficult in the near term, he said. The real money game category is controversial in India and existing advertising -supported games are experimental, which lacks proven access and measurable results of built -in media channels.

MONEY MORE

A senior marketing manager in the real money game company means a very important income decrease per match and per game due to the loss of user purchase fees in case of anonymity.

“The only model that existed was the money put by the user. They’re all gone.” He said.

Inside, they see only money -making by advertising. Previously, game platforms usually avoided advertisements; Now, they are open to everything from screen to video. The question is whether this has become a constant strategy.

“When it appears as advertising-supported, but when it appears as cut advertisements with a large RMG company, a large RMG company is not very sincere for nuclear players-the players just want the advertisement to end and most of them do not like anything.” He said.

For a defendable long -term future, this manager argued that free models will need multiple applicable income options: subscriptions, in -app advertising and in -app purchases.

Manager explained brands, optimizing just for access and the user scale will be more important than smart advertising formats. With the great technology that dominates advertising budgets, product innovation is very important beyond simple advertisements for these applications to compete meaningful.

The curve of the audience of platforms from the Tier-2-2 and Tier-3 Indian cities can be positioned as a unique targeting proposal.

However, the advisor Parmar said that the brands decided at the price rather than the principle. A big question that has not been answered is whether these platforms can secure income as a stable collectively or whether they need to sell them in the payment model for a risky performance. Secondly, and users may not be able to present the entire financial experiment if they cannot interact at the beginning.