Mobile applications have always been an essential component of entertainment. Mobile applications have altered the way we consume and enjoy entertainment, whether it is for gaming, productivity, TV or movies, or even sports.
The same may be said about sports such as the Indian Premier League, or IPL. Apps such as the IPL betting app and others have altered how people enjoy this sport. Here are a few examples of how IPL applications have altered the entertainment experience.
According to 2022 research, 70% of respondents indicated they regularly use their phones, even while the game is playing. According to the survey, watching match commentary on multiple platforms, surfing social media, and participating in online contests alongside matches emerged as some of the top mobile activities during matches.
Other crucial insights regarding how IPL fans interact with mobile material on multiple platforms during live match broadcasts were disclosed in the research. According to the survey, popular content categories include live response videos of celebrities watching matches, behind-the-scenes glimpses, undiscovered facts about favorite players, and expert match assessments.
According to Google’s Year in Search Report 2020, the most searched phrase worldwide was ‘Coronavirus.’ However, the highest searched phrase in India was ‘Indian Premier League.’ This sporting spectacle is poised to be the focus of attention for marketers once again this season, with a viewership of over 405 million out of a total TV audience of 836 million across the 21 channels where Disney Star televised the game.
Top businesses in e-commerce, cars, and fantasy sports are competing for attention. This is fantastic; however, it is usual for marketers to be concerned about how to effectively demonstrate the ROI from these ad investments. This is due to a lack of data visibility and appropriate measurement tools.
What we can learn from IPL 2021
The study has shown some intriguing tendencies on app usage by categorizing the IPL 2021 timeline into pre-season, during, and post-season, which might come in helpful as app marketers prepare their future playbooks. User acquisition efforts performed well in most areas during the pre-season period (two weeks earlier), including education, entertainment, food and drink, gaming, and shopping. Thus, marketers would do well to develop awareness efforts in the early phases to increase total campaign performance, while adding revenue campaigns progressively later on.
As the rivalry heats up throughout the matches, user retention falls and remarketing becomes an important tool for driving engagement. Entertainment applications had the highest 30-day retention due to remarketing, with a nearly fivefold increase, followed by food and drink and finance. Concentrating on the majority of promotional activities during the match itself, particularly in the evening, encouraged purchases in all categories except gaming and finance. According to trends, the proportion of paying users rises around the middle of the season, when the majority of IPL matches are played. Thus, revenue campaigns for most categories function well in the mid-to-late season, except entertainment, which tends to generate more income and record more sessions at the start of each season.
Time is also an important consideration. According to the data, advertising that lasted for five to eight weeks had a 15% greater average effect than campaigns that ran for less than two weeks.
This year’s two franchises have been introduced from two of India’s largest cricket cities, Lucknow and Ahmedabad, generating enthusiasm among online spectators and broadening the opportunity for app marketers. Newer teams from regional markets will enable advertisers to attract and interact with a wide range of online consumers, while current users will be crucial to keep in the face of rising competition.
As a result, the playbook would need to be supported by creativity and innovation as important drives for marketers to stand out from their colleagues in a crowded and hectic world.