The Indian Premier League (IPL) is a professional league for Twenty20 format cricket championship in India and has today become a global phenomenon in the cricketing world. It is currently contested by nine teams, consisting of players from around the world. Indiagames Ltd, a premier games development company in India, developed and published the official cricket games for the IPL teams. In all, 10 mobile games were developed and published – one each for the 9 teams and one Official DLF IPL cricket game for feature phone users.
Mobango partnered with Indiagames to distribute these games to cricket fans in India and globally.
This year was the 5th season of the IPL. There was much at stake as marketing investments by IPL and the teams were high. Developing these casual games was an integral part of the overall marketing strategy of IPL. It was, therefore, necessary to drive a large number of downloads for these casual game apps.
Indiagames partnered with Mobango as it offered a mass reach platform with its 8 million registered global users. Mobango was clear on the strategy to be adopted – maximum visibility to provide high recall and consequently drive large number of downloads.
The Marketing Plan, Execution
To ensure easy app discovery, Mobango provided high visibility consistently by featuring all the games and apps as one of the ‘top app’ throughout the period. To maximize the recall factor, Mobango also made certain that the relevant team franchise games were featured on the landing page coinciding with the match dates.
Mobango leveraged its social media pages to provide prominence to the DLF IPL App promoting it as the ‘App of the Day’ on Facebook and Twitter. A Specials page was developed on Mobango WAP where the individual games based on the teams like Kolkata Knight Riders, Deccan Charges, etc. were featured and were made available to users. These activities facilitated to ensure maximum visibility and high download traction.
Mobango’s platform helped Indiagames by enabling better app discovery and provided to reach the right audiences. The users were provided the IPL apps as free downloads and Mobango’s full range of promotional activities ensured high visibility and intense recall of these apps among the users.
Mobango managed to drive nearly 350,000 downloads of the 10 apps of which nearly 200,000 downloads were of the official DLF IPL App. This volume of downloads made Mobango the largest distribution partner for IPL games.