The Growth Strategy Behind MPL’s High-Impact Sponsorships For IPL, Bigg Boss




The Growth Strategy Behind MPL’s High-Impact Sponsorships For IPL, Bigg Boss

Mobile Premier League is the offering sponsor for Big Boss and  IPL groups after developing to over 60 Mn users in only two years

It claims to have a grown 4x in the beyond six months and touched the $1Bn GMV mark

The intention of those advertising tie-ups, MPL stated, is to come to be a “family call in India” across age segments and demographics

“In simply two years, we've grown to six Cr users in India,” — Abhishek Madhavan, SVP of boom and advertising, Mobile Premier League (MPL).

If there were any doubts as to why startups are chasing excessive-profile brand associations together with the Indian Premier League, MPL has the answer. 

Only based in September 2018, just a few months earlier than final yr’s IPL, the corporation has been within the limelight this 12 months too with its massive institutions with groups and other big suggests. Besides being a sponsor for 2 IPL groups (Kolkata and Bengaluru) this year, MPL is likewise the providing sponsor of the fact display Bigg Boss 2020. 

In 2019 because the broadcast sponsor of the mega cricket tournament, MPL claims to have accomplished right traction from the affiliation, which has long past a long manner in the direction of boosting the person base. Plus it has Indian cricket captain Virat Kohli as its logo ambassador, which always draws interest and hype. So is it just about tying up with excessive-effect media houses? And while there is a clear advantage as to why a gaming company might sponsor IPL groups, how does partnering with Big Boss suit into the logo’s advertising approach?

Madhavan mentioned that Big Boss is one of the maximum-watched tv suggests in India, 2d handiest to the IPL in phrases of attain and viewership. It cuts across geographies and is hosted by using a movie movie star. The employer is working on ways to leverage those partnerships to introduce customers to its new live streaming functions, which permits content material creators to host their personal live shows and earn earnings. 

Besides its many video games, customers on MPL are stated to be earning on a every day foundation by using website hosting stay quizzes and singing competitions at the platform. So it’s no longer pretty much cricket or myth gaming. 

Another purpose why Big Boss fits into MPL’s advertising and marketing plan is due to the extensive definition of the logo’s target market. Given the extensive variety of recreation categories presented through MPL, it attracts users from all walks of life together with operating specialists, domestic-makers, students, and senior residents — with age groups falling anywhere above the age of 18. MPL has over 60 game titles inclusive of fable cricket, Fruit Chop, eight-Ball three-D Pool, chess, World Cricket Championships, quiz, rummy, poker, and Bubble Shooter among others.

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“Our target group is absolutely everyone the use of a smartphone in India and hence, our awareness on advertising — because it is a massive market and is certain to growth with net and cellphone penetration growing,” said Madhavan. 

But, what's the ROI (return on funding) from those advertising spends? Madhavan claims that the purpose of those advertising spends, like many different competing startups, is to emerge as a “family name in India”

Apurva Chamaria, leader sales officer of travel tech startup RateGain and former advertising and marketing head at tech giant HCL, earlier instructed Inc42 that high effect properties typically have no direct correlation with sales, until the logo does media modelling, that's whilst businesses determine with out this marketing campaign the emblem is developing at five% and with this, the increase fee will be 15%-20%. But by and huge, the impact is by and large on attention and attain.

However, while we communicate approximately the advertising spends of an early level startup, the obvious query is whether or not it makes sense from a unit economics standpoint? Do these heavy ad spends divert a startup’s focus from their core services? 

Even if MPL is capable of drive big user visitors from these excessive-profile associations, metrics like consumer retention and repeat rate will still rely upon factors which includes strong product offering and person enjoy. However, the business enterprise claims to have healthy user retention and a median user gambling at the least six video games at the platform.

4X Growth In The Past Six Months 

Founded via serial entrepreneurs Sai Srinivas Kiran G and Shubham Malhotra, MPL claims to have grown 4x over the past six months. The startup stated its gross merchandise cost (GMV) has reached  $1Bn from the $350 Mn in March 2020. But MPL did now not have any precise sales information to percentage.

None of the games on the MPL platform are advanced by way of the business enterprise itself, as a substitute, it follows a marketplace model wherein builders can join and create video games primarily based on MPL’s ideation. This approach also allows the corporation to develop faster because it reduces the amount of effort and time had to build this portfolio of games. 

Currently, MPL has over 60 Mn users in India, coming from over 5200 Indian towns and towns throughout the usa. Tier 2 and Tier 3 towns are said to make a large portion of MPL’s present person base.  Madhavan considers MPL’s ability to attract players from all age agencies as a testament to its platform model. “In May, we conducted the Checkmate Covid Chess match along with the Govt. Of Karnataka and one in every of our winners was a senior citizen above the age of 60,” he added. 

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Earlier this month, Mobile Premier League (MPL) raised its $90 Mn Series C round led with the aid of SIG Ventures, RTP worldwide and MDI Ventures. Other current investors inside the corporation consist of Sequoia India, BeeNext and Times Internet among others. While the agency is targeted on deepening its reach inside the Indian market, it has additionally entered international markets which emulate India’s growth story in phrases of net adoption and smartphone utilization. 

MPL released in Indonesia approximately a 12 months ago and now claims to have gained greater than 3Mn customers from the u . S . A .. This became made feasible thru the organisation’s partnerships with leading sport builders from Indonesia and leading names together with Telkomsel. The company claims to be evaluating its international expansion plans in different markets as well.



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