Saturday, May 28, 2022

Dream11 and how did they revolutionize the Fantasy Sports market single-handedly?

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Dream11 is the world’s most popular fantasy sports platform, with more than 120 million people participating in fantasy cricket, football, kabaddi, basketball, hockey, volleyball, handball, and baseball.

Dream11, a native Indian brand, allows Indian sports lovers to participate in real-life athletic events and demonstrate their sports knowledge. Dream11 is the flagship brand of Dream Sports, a renowned Sports Technology company in India.

FanCode, a premier digital sports destination that personalises content and commerce for all fans; Dream Capital, a venture capital and mergers and acquisitions arm; DreamSetGo, a sports experiences platform; and Dream Pay, a payment gateway are among the other brands under the Dream Sports umbrella.

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Obstacles faced by Dream11:


Dream11 is based in India and caters to one of the fastest-growing fantasy sports industries in the world. To take advantage of this rapid expansion, the Dream11 team needed a solution to efficiently develop and manage sophisticated marketing campaigns at scale.

Its team needed a platform to hold all of its mobile acquisition data in one place because the app was distributed across many app stores, platforms, and channels. Dream11 would be able to precisely attribute every app install and other data to each online campaign, enabling for more effective campaign optimization.

Finally, Dream11 needs to optimise its user onboarding process by integrating all of the pre-install touchpoints into a unified, contextual user journey.

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Dream11 needed a platform that could track instals across many platforms, app stores, and channels, so they went to AppsFlyer. In addition, the team used AppsFlyer’s raw data reports to gain a deeper and more granular understanding of their consumer base.

The team was able to measure the impact of their various marketing and customer-focused efforts using the attribution and in-app interaction data in these reports. Furthermore, Dream11 was able to go beyond Day 1 user engagement metrics using the raw data, allowing them to better grasp the true value of each user through the usage of a lifetime value (LTV) model.

In addition to attribution, the team implemented AppsFlyer’s Deep Linking technology, which helped new users integrate faster across all touchpoints.

Existing customers could use AppsFlyer’s invite referral system to invite friends through their preferred networks, with deep links generated automatically for simple sharing.

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The Dream11 plan was completed with the use of AppsFlyer’s OneLink Smart Script, which allowed them to achieve correct attribution from their mobile landing page while monitoring all critical UTM parameters.

Dream11 was able to correlate app and web traffic while also gaining a better understanding of the value and role of their mobile website thanks to OneLink Smart Script.

All of the essential parameters of Dream11’s Google web campaigns, such as source, campaign, and other sub-parameters, were accurately attributed, and the data was submitted back to Google for optimization.

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The team was able to eliminate user acquisition overlap across several sources thanks to AppsFlyer’s dashboard, which allowed them to precisely attribute data from many platforms, app stores, and channels.

The team was also able to convert and attribute website visits (from any source) into mobile app users using OneLink Smart Script, resulting in higher app install rates and engagement.

Dream11 saw a 37 percent increase in conversion rates from referrals after integrating AppsFlyer’s user invite referral mechanism.


On the registration front, the rate of users who register through referrals is currently 28% greater than that of other media sources, and the first deposit rate has surpassed all other paid media sources.

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