How Dream11 Won During The IPL 2019
The Client
Dream11 is India’s Biggest Sports Gaming platform, with 4 crore+ users playing Fantasy Cricket, Football, Kabaddi and NBA. It is a Game of Skill that offers Indian sports fans a platform to showcase their sports knowledge.
Rituj Kate
Sr. Manager – Product at Dream11
The Objective
Dream 11 was looking to make the most out of its partnership with one of the biggest sports leagues in India- The Indian Premier League (IPL). Keeping that in mind, the following objectives were laid out:
- Optimise user acquisition cost by 50%
- Increase Fantasy click share by 20%
- Increase click share for IPL terms by 10 times
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The Challenge
Dream11 was struggling to rank for fantasy cricket related keywords along with IPL team searches and players pages. But, since they were the Sponsors of the IPL, they wanted to capitalize on the opportunity.
The Solution
The biggest sporting event in India, IPL, was about to start. Infidigit saw this as an opportunity worth leveraging and created new pages catering the growing demand for IPL insights. In the process, we identified relevant keywords that could be linked to the newly created pages. This strategy helped us to improve their ROI via organic channels. Along with this, we offered solutions, such as:
- Creating New Pages
- Syndicating Content
- Forming Contextual Links
- Pro Tip
Real-time content + contextual internal linking during high-intent events can give your organic strategy an unfair advantage.
The Result
Having successfully implemented our devices strategy, we were able to achieve the following results:
- We optimised the organic user acquisition cost by 84%, which improved their ROI via organic channels drastically.
- Our efforts led to an increase in the Fantasy click share by 22%
- The campaign led to an increase in the IPL click share by 22 times.
84%
Optimized Organic User Acquisition Cost
22%
Click share increase in Fantasy League category
22 times
Increase in the IPL Click Share
- Do’s
- Do prioritize search intent across all content strategies.
- Do maintain a logical, scalable site architecture for crawlers.
- Do implement structured data to enhance SERP visibility.
- Don’ts
- Don’t overlook hreflang when targeting international markets.
- Don’t migrate domains or URLs without a 360° redirect plan.
- Don’t stop SEO efforts post-ranking—optimize for conversions.
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