MyTeam11 is an extremely popular fantasy sports app, with a continuously growing audience. Today, as we write, MyTeam11 sees a user base of 18 million steadfast fans, disperses 3 Crores in winnings every day and holds more than 100 contests everyday.
MyTeam11 started as a fantasy sports app typically for cricket, and is now quickly spreading its wings into other games like MyTeamRummy and MyTeamPoker.
Nitish Bugalia - Head of Product and Strategy at MyTeam11 says, ‘MyTeam11 is a sports engagement app. I see it as a platform that brings sports fans together. It reminds me of my childhood when we used to play cricket with friends and would put some small bets on wins and losses like 5 rs or a Samosa. In our country we all think that we are cricket experts and try to coach the youngsters. I think MyTeam11 sort of brings that coach, and the sports fan out of you, to the screen and essentially binds the game together’.
The team of MyTeam11 is highly energetic and has set itself many optimistic goals time and again. The team greatly values Product-led Growth of its entire brand. Here we visit three of the most critical goals which MyTeam11 achieved using Apxor.
#1 - MyTeam11 is broadening its umbrella, and is also looking to reduce fraud rates and create engaging and rewarding experiences. Cross-selling of the new apps on their popular MyTeam11 app is one of the core use cases that the team wanted to solve.
#2 - Another challenge that MyTeam11 encountered was increasing the wallet penetration of PhonePe wallet. PhonePe set the SLAs that the wallet share of PhonePe on MyTeam11, which was around 15%, had to go up to minimum 30 - 35%.
#3 - To reduce the fraud rates, MyTeam11 wanted its users to fill the KYC, and at the same time redeem their initial wallet balance of 100 Rs, offered by the app, and get started with the paid contests.
“Apxor has been very helpful in very quickly transitioning our customers in many ways. Whether it was MyTeamPoker app, or PhonePe wallet usage or any other conversion goal. The best part of Apxor is that you don't need your tech teams to toil harder, to create those flows and link-ups for you. Essentially it works very seamlessly and our team has been driving the customer attention brilliantly.”
Head of Product and Strategy
As a part of efforts towards expanding the umbrella of MyTeam11, they introduced MyTeamPoker and MyTeamRummy apps. With a strategy to cross-sell the MyTeamPoker app from inside the very popular MyTeam11 app, they designed a campaign using Apxor's Feature Announcements solutions to contextually show MyTeam11 users an in-app message to join MyTeamPoker app.
The team was able to set up this campaign in just 10 mins using Apxor.
This led to an immediate jump in the DAUs of MyTeamPoker app by 4X for that campaign.
Whenever MyTeam11 runs such cross-selling campaigns they see an immediate surge of at least 2X in their other app DAUs.
Pankaj Saini, product manager at MyTeam11 uses Apxor regularly. He says, “ We do daily campaigns for cross-selling of MyTeamPoker and it has been giving us very good results. I have used many of the tools, but the contextual walkthroughs that Apxor is providing are really deep. The filtration process and the campaign setup process is very unique to your tool and it is the best I have used so far, and it is my team’s favourite too.”
PhonePe Wallet Conversions
To show the offers on the usage of PhonePe wallet, MyTeam11 created a ticker in-house. However, the ticker was not showing great conversions. So the MyTeam11 team decided to launch a feature discovery campaign to contextually nudge to drive attention to the Phone Pe wallet feature and the benefits of using it.
Context set here was, when users come to the payment page and clicks on add cash, the nudge is to be displayed. Contexts of such depth can be set in Apxor dashboard very quickly.
By using Apxor’s Contextual Nudges, MyTeam11 was able to achieve the SLAs set by PhonePe in just two days.
“After we did the campaign, within the next two days, we were able to see the SLAs jumping from a 25% wallet penetration to more than 35% wallet share penetration. And which was very instrumental in us negotiating with phone pay our future needs and future offers and have been, have been very rewarding for the customers”, says Nitish.
Free to Paid Contestants Conversions
MyTeam11 offers Rs.100 as a sign up bonus to customers that sign up on the application, which is divided into two parts. Rs.25 immediately after signing up and Rs.75 on finishing the KYC Verification. However, the team noticed that many customers were not utilizing this bonus. And also they discovered that fraud rates of customers who did their KYC verification was minimal.
Hence, trying to hit two birds in one shot, MyTeam11 ran app engagement campaigns which focus mostly on users trying out paid contests by virtue of verifying their KYC and getting 75 rupees free.
The campaigns were created using Apxor and notified users about paid contests and their benefits. MyTeam11 customized the notifications as per their app’s guidelines very effectively using Apxor.
According to Nitish, they saw a great success rate for those kinds of campaigns. The take rates of the offer were more than 10%, which is huge. Because the kind of ROI they received was 10 X of the original investment.
“We are taking the big shift to bring all the MyTeam11 apps under the same umbrella. We are also building our data lakes very heavily with data coming from all our campaigns and planning to leverage this data in real time, rather than reactively.
We are very keen to continue the relationship with Apxor even keeping things from the platform perspective in mind and bringing everything in a single umbrella. We are very excited about that. “