How My11Circle played IPL 2025: Strategy, storytelling & post-tournament wins – Exchange4media

The Indian Premier League (IPL) is more than just a cricket tournament – it’s also a high-stakes arena for brands competing to capture audience attention. Fantasy sports platform My11Circle, owned by Games24x7, stood out by using the IPL not just as an advertising opportunity, but to strengthen its brand and sharpen strategy.

At a time when the fantasy sports ecosystem in India is becoming increasingly competitive, marked by rising media costs, user acquisition challenges, and growing regulatory scrutiny, My11Circle doubled down on storytelling, product innovation, and community-building. 

In an exclusive post-season interaction, Saroj Panigrahi, Chief Operating Officer of Games24x7, outlined the company’s nuanced approach to this year’s tournament and its broader implications.

Central to My11Circle’s IPL 2025 campaign was a refresh of its core brand narrative. Moving away from mere transactional play, the platform introduced the metaphor of the “Circle”- a thematic and emotional anchor meant to evoke the spirit of camaraderie and shared excitement that cricket fosters.

Panigrahi said, “This unifying idea became the cornerstone of all our creative and communication efforts, inviting users to become valued members of an inclusive, spirited community where every individual feels connected to a larger, shared experience. Now in our second year of association, while our intent to prioritize the user experience at every turn has remained steadfast, we have evolved our execution to be even more immersive and responsive.”

“Our idea was to position the platform not just as a place to play fantasy sports, but as a community of engaged fans,” he added. “The concept of the circle, symbolic of both a stadium and a group of friends, was woven into every touchpoint of the campaign.”

This theme crystallized in the platform’s flagship marketing campaign, ‘Circle Mein Aaja,’ headlined by a nostalgic reimagining of Anu Malik’s 90s hit “Aaja Meri Gaadi Mein Baith Jaa.” Retooled as “Aaja Mere Circle Mein Aaja,” the campaign paired sonic familiarity with an emotional invitation to join a cricketing community.

Panigrahi said, “This catchy version served as a playful hook that stayed with our users, reinforcing brand recall. It was backed by a star-studded ambassador lineup featuring Sourav Ganguly, Shubman Gill, Mohammed Siraj, Ruturaj Gaikwad, Rinku Singh, Yashasvi Jaiswal, along with new additions like Phil Salt, Marco Jansen, Travis Head, Nicholas Pooran, Trent Boult and T. Natarajan.”

360-Degree Media Play

My11Circle’s IPL 2025 media strategy extended well beyond television. The platform executed a 360-degree outreach program across OTT platforms, digital media, social channels, and on-ground activations. It also marked its second year as an Associate Sponsor of the IPL, reinforcing its long-term commitment to the cricket ecosystem.

Crucially, My11Circle joined hands with JioStar as a Co-Presenting Partner for the official digital streaming of IPL 2025—a move that allowed the brand to engage audiences directly across connected devices and mobile screens. “This enabled real-time engagement with millions of users, expanding our digital footprint exponentially,” said Panigrahi.

Alongside this, the brand showcased product-level innovations like AI-powered Team Machine tools, Live Match Analysis, and hyper-personalized fan zones, designed to deepen engagement and offer a more rewarding user experience.

The IPL has always been a high-stakes marketing arena, but with soaring media inflation, brands need to be surgical about spend allocation. While Panigrahi did not disclose exact figures, he confirmed that a significant portion of the brand’s annual budget was front-loaded into IPL 2025, with the lion’s share directed toward digital and OTT platforms, followed by TV and on-ground activations.

Importantly, investments were also channeled into tech and product enhancements, underscoring the brand’s commitment to long-term user satisfaction, not just visibility.

Sharpening Focus on Tier 2 and 3 Cities 

While IPL offers brands access to a national audience, My11Circle took a decentralized approach to engagement, recognizing the increasing role of Tier 2 and 3 cities in India’s digital economy.

He said, “Cricket is a truly democratized sport in India. It is deeply woven into the fabric of the country, crossing geographies, generations, and genders. At My11Circle, we have always believed in making fantasy cricket accessible and enjoyable for everyone, and this philosophy is strongly reflected in our marketing strategy.”

“Fantasy sports is no longer a metro-centric activity. Our data clearly shows a significant portion of active users coming from Tier 2 and Tier 3 cities. While mainstream media helped us reach audiences at scale, we complemented this with strategic outreach through regional channels and collaborations with influencers,” Panigrahi noted. In response, the platform deployed a regionalized influencer strategy, featuring actors like Saurabh Shukla, Abhishek Banerjee, and Durgesh Kumar, alongside a network of micro-influencers and regional celebrities. These voices helped the brand establish cultural relevance and localised trust.

Retention and Monetization

The fantasy sports sector has long relied on IPL as a driver of downloads. However, Panigrahi emphasized that My11Circle’s 2025 campaign marked a paradigm shift from pure acquisition to sustained engagement.

My11Circle’s five-year partnership with the BCCI as an Associate Partner for the TATA IPL reflects a long-term strategy aimed at deepening its connection with India’s cricket fanbase. The collaboration offers multiple opportunities to engage audiences in real time and integrate the brand more naturally into the IPL ecosystem. This sustained association also enables the platform to innovate continuously and strengthen its position in the competitive fantasy sports space. While traditional and digital marketing helped reach users across different channels, My11Circle’s consistent presence during live IPL matches played a key role in boosting brand recall. This visibility helped the brand stay top-of-mind for viewers, reinforcing familiarity and building trust among existing and potential users.

“Our strategic partnership with the TATA IPL aims to enhance our brand presence and capitalize on the enthusiasm surrounding cricket in India. During the 2024 season alone, we witnessed a 50% increase in the number of teams created within just the first two weeks, along with a 50% rise in mega prize winners,” he said and added that their association with the TATA IPL is a long-term strategic investment, and the vision extends beyond short-term IPL-to-IPL numbers. It’s about amplifying brand visibility, deepening fan engagement, and resonating with cricket enthusiasts, not just during the tournament, but well beyond it.

For My11Circle, key measures of marketing success include revenue growth, attracting new users, and re-engaging existing players who return to the platform. These metrics are closely monitored as they offer insights into both short-term impact and sustained user engagement.

In a bid to connect with audiences on an emotional level, My11Circle launched “Circle Salute”—an on-ground activation that celebrated the often-overlooked workers behind IPL, from groundsmen to security staff.

“These are the unsung heroes who make the IPL experience seamless. We wanted to humanize the brand and show gratitude,” said Panigrahi. The initiative was not just about optics; it was part of a larger effort to position the brand as socially responsible and emotionally resonant.

My11Circle also adopted a comprehensive strategy that blended product innovation with high-impact marketing to turn first-time players into long-term users. The platform introduced engaging in-app features like Loot Zone, which added a gamified twist to gameplay, and Winner Reactions, a social sharing tool that allowed winners to showcase their success—encouraging community-building and peer engagement. Regular contests and personalized offers kept the experience dynamic and rewarding. On the marketing front, immersive campaigns and contextual brand integrations reinforced the platform’s value proposition, helping drive retention and deepen user loyalty by tapping into the audience’s passion for cricket.

Regulatory Compliance

With the online gaming industry under the scanner and increased focus on responsible gaming, My11Circle took a cautious yet assertive approach.

“All our campaigns strictly adhered to ASCI guidelines,” Panigrahi confirmed. “Every ad clearly highlighted disclaimers and responsible play messaging.”

The company has also been vocal about the need for a central regulatory framework to distinguish legitimate skill-based gaming platforms from illegal operators. “Regulatory clarity is crucial—not just for user safety, but also to create a level playing field,” he added.

Exploring Beyond Cricket

While cricket remains king, My11Circle is actively exploring other sports like kabaddi and football to diversify its user base. “We have previously run successful campaigns during the Pro Kabaddi League featuring players like Pawan Sehrawat. Our aim is to offer a dynamic and inclusive fantasy sports experience that resonates with the varied sporting passions of our users. Wherever our users go, we intend to meet them there with compelling campaigns, seamless gameplay, and deeper engagement.” Panigrahi said, adding that future efforts would be informed by data-driven insights into user interests. 

He added that, “At My11Circle, user-centricity is at the heart of everything we do. We believe in walking in the shoes of our users, understanding their evolving interests, being present where they are most active, and innovating for our platform to match their expectations. By analyzing vast datasets on user behavior and interests, we gain valuable insights that guide our innovation and expansion strategies.”

The Road Ahead

As the fantasy sports industry continues to mature, user acquisition costs remain a pain point—especially with the influx of non-compliant offshore operators. These platforms, Panigrahi warned, distort market dynamics by sidestepping regulations and taxes.

Yet, My11Circle is optimistic. “As brand trust grows, acquisition costs naturally drop. Our long-term IPL partnership is not just about today—it’s about building durable relationships that extend beyond the tournament.”

Panigrahi said, “While the government and regulatory authorities have taken steps to curb these illegal operations, what the industry truly needs is a comprehensive regulatory framework that fosters responsible growth, safeguards users, promotes fair competition across the industry.”

With its user-centricity, emphasis on responsible play, and commitment to storytelling, My11Circle is making a clear bet: in an era of fleeting attention spans and intense competition, sustained engagement, not just downloads, will define the winners of India’s fantasy sports arena.
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